BROWN SPIRITS: BACARDI GLOBAL TRAVEL RETAIL


“We have exceptional talent in our whisky team, led by master distiller, Stephanie Macleod who leads the craftsmanship of these sublime malts that are literally flying off the shelves.”


Vinay Golikeri, Bacardi Global Travel Retail


‘incubation brands’. “We’re working on acceleration


plans for our Exceptional Cask Series single malts including Aberfeldy,” says Golikeri. “We have exceptional talent in our whisky team, led by master distiller, Stephanie Macleod who leads the craftsmanship of these sublime malts that are literally flying off the shelves.”


was ‘really well received by travellers’. “The feedback we


had emphasised how captivated they were by the space, especially the fun and surprise of discovering a tropical vibe in the middle of the airport,” says Biggs. “The


coconut


Above: Patrón is now fully integrated into Bacardi GTR's portfolio.


interactive tree was


especially popular and brought more travellers in to engage with the


campaign and to learn more about the Bacardí premium portfolio and explore the versatility of the range; especially the aged sipping rums.” Biggs said that this drew in consumers who already like to sip rum and those who were trying it for the first time; including many scotch drinkers. On the subject of scotch, Golikeri


was also keen to tell TRBusiness what the company has in store. As reported by TRBusiness, Bacardi


GTR is very proud of the several ‘gems’ it has in its portfolio of


Top results in Taiwan According to Golikeri, Aberfeldy’s rise in travel retail has been ‘phenomenal’. So much so that the company is starting to merchandise it as a standalone brand. This follows success of its shop-in-shops where conversion rates far exceeded its targets. A four-month pop-up with Ever


Rich at Taoyuan Airport, for example, was timed to span the key festival periods of the year. With a month left to run, it is performing ‘strongly’, thanks to its disruptive offer, strong visual store presentation and a great brand personalisation experience, says Golikeri. “There’s a honey dispenser serve


and the chance to have your bottle dipped in ‘gold’ wax, emphasising the brand’s golden credentials from the Pitilie Burn (its home and water source, known for its deposits of alluvial gold). “At launch we had a packed


store full of Taiwan’s top lifestyle and whisky influencers who were wildly enthusiastic about meeting the Aberfeldy Brand Ambassador,


Matthew Cordiner, who flew in for the event.” Timing pop-ups, activations


and other promotional activities during holidays and festival periods is essential to ensure maximum impact, as Golikeri confirms. “Festivals are a key strategic focus


for us, especially CNY and Diwali. We want to help shoppers – particularly from emerging markets – celebrate festival moments that matter. “Emerging market consumers


– especially from China and India – are driven by a discovery mindset and giving them fantastic festival presentations of key ‘discovery’ brands like Dewar’s, Aberfeldy and Patrón is key to engaging with them. These brands are invigorating the category, disrupting some of the bigger established brands.” Dewar’s, which recently walked


away with two trophies at the 2019 Travel Retail Awards – one for Best Spirits Product and another for Best Overall Product – is growing in strong double-digits, according to Bacardi GTR. To ensure the brand continues


to build on this momentum, it developed a special 18YO presentation gift pack for Chinese New Year, available across APAC including, for the first time, Korea, Indonesia and The Philippines. “We have a lot of innovation


up our sleeves for 2020 and some of that is in whisky, gin and vodka,” adds Golikeri. “An example is Craigellachie 39


Year Old launched on 23 January with World Duty Free at Heathrow. This is the oldest and rarest Craigellachie available to buy in GTR right now. It’s a good example of the significance of GTR when the company chooses GTR as the market for this ultra premium release of only 138 bottles (RRP £3,500).” Finally, Bacardi GTR provides an


Aberfeldy pop-up at Taouyan Airport influencer launch. 62 TRBUSINESS


update on the development of its world-famous tequila brand, Patrón which has now been fully integrated into the portfolio following an acquisition in 2018. The focus is on ‘seeding the brand internationally’, according to the drinks group, with Bacardi reporting ‘great progress’ outside its core region of GTR Americas. «


MARCH 2020


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