With the reopening of international borders and the end of quarantine requirements for vaccinated travellers in South Korea, Bacardi Global Travel is accelerating its ambitions for the growing Scotch whisky duty free market with two major investments in the country – at Seoul Incheon Airport and on Jeju island.
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| Bacardi's premium portfolio at Seoul Incheon Airport T2 |
The new range of Royal Brackla Highland single malt Scotch whisky has launched in partnership with JTO Duty Free Store (Jeju Tourism Organization Duty Free) at the Jungmun Tourist Complex on Jeju island. With the easing of travel restrictions, visitor numbers climbed 37% in January to March 2022 and are expected to accelerate in 2022.
The high-profile activation enjoyed prime visibility in the JTO store and a team of retail ambassadors sparked interest in the award-winning single malt via tutored tastings, vapour units and regally-inspired photo opportunities.
Bacardi is building brand equity in South Korea with key lifestyle travel influencers, with many visiting the store to experience Royal Brackla for themselves and inspiring their followers online (e.g. https://www.youtube.com/watch?v=xM5nBUjChhs).
The three variants in the new Royal Brackla range are 12yo, finished in Oloroso sherry casks; 18yo, finished in Palo Cortado sherry casks; and 21yo, finished in Oloroso, Palo Cortado and Pedro Ximenez sherry casks.
In 2021, the 21yo was voted as the best whisky in the category ‘Distillers’ Single Malts 21 Years and over’ in the International Spirits Competition, and the 12yo and 18yo also received gold medals. Each expression in the range also won a Double Gold Medal at the 2021 San Francisco World Spirits Competition.
Meanwhile, a permanent merchandising zone for the Bacardi premium portfolio has opened at Seoul Incheon Airport Terminal 2 in partnership with Lotte, and is led by Dewar’s whisky, Patron tequila and Royal Brackla.
Gaurav Joshi, Regional Director Asia Pacific at Bacardi Global Travel Retail, said: “There’s no doubt that South Korea duty free is an increasingly important Scotch whisky market, with the Korea Customs Service reporting an increase of 73% in the value of whisky imports in 2021 to over $93m. As travel restrictions ease, we jumped at the opportunity to launch with JTO in their beautiful store in Jeju and the results are stunning, with incredibly positive feedback from shoppers looking for new discoveries in single malt.
“Meanwhile, in partnership with Lotte at Incheon Airport, and perfectly timed for the restart of international travel, we have a fantastic permanent merchandising space for our premium portfolio of spirits, led by our whisky brands.”
