Bacardi Global Travel Retail has launched the new Aberfeldy Highland Single Malt Scotch Whisky in Taipei at Ever Rich Duty Free – the first retailer in Asian travel retail to feature the handcrafted range.
Prominently positioned in Ever Rich’s Arrivals and Departures stores at Taiwan Taoyuan International Airport and Taipei Songshan Airport, the launch is supported by a two-phase promotional campaign which runs between September and December.
The campaign is designed for maximum visibility with an Aberfeldy branded bar as its centrepiece, bringing to life the story behind the brand and its “˜Gold in the Water’ heritage. The Pitilie Burn – the water source of the Aberfeldy distillery – is said to be known locally for its purity and rich deposits of gold and minerals. Several POS props are used to reflect this heritage, including antique-style gold weighing scales, a gold panning tray and gold coins.
The drinking ritual for Aberfeldy calls for a drop of water added to the whisky to open up the dram, according to Bacardi. To boost engagement at the bar, trained bar staff use elaborate pipettes to transfer drops of water, bottled from the Pitilie Burn, to the glass during sampling.
Bacardi Global Travel Retail Managing Director Mike Birch commented: “The malt whisky category is growing as global travellers look to experience Scotch whisky more deeply and increase their repertoire. Our research shows single malt shoppers are looking to purchase new and different malts to add to their range. This trend of new experimentation and discovery will accelerate with pace, with aged products being especially valued.
“Using perhaps the biggest piece of malt whisky insights in recent years, Bacardi is releasing a selection of aged malt whiskies into global travel retail, in most instances exclusively. We call them “˜Discovery Malts’ [as they create] new news and incremental sales opportunities with current malt shoppers. Aberfeldy is one of these discovery malts and a most exciting innovation within our strategy for travel retail. The vibrancy in this retail environment, led by retailers such as Ever Rich, allows us to bring to life our unique brand story of “˜Gold in the Water’ and sample the great tasting Aberfeldy single malt as we are doing here in Taipei.”
The Aberfeldy range comprises three age statements: Aberfeldy 12yo, 21yo and the travel retail exclusive 18yo. The striking new packaging and bottle design prominently display the Royal Warrant, held by John Dewar & Sons since 1893. It claims to be the only Scotch whisky distiller to continuously hold a Royal Warrant since the time of Queen Victoria, supplying the royal household for more than 120 years.
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