LEADING ASIA PACIFIC OPERATORS: DFS MOWS
DFS Group’s biggest Masters of W&S; eight years in the making
When DFS Group held its very first Masters of Wines & Spirits event eight years ago, it featured a collection of around 30 products. This year 140 were showcased, many of which were exclusive to DFS, one of a kind, limited editions and all highly collectible, insists Brooke Supernaw, DFS Group Senior Vice President Spirits, Wines, Tobacco, Food and Gifts talking to Charlotte Turner.
W
hat makes this collection
and event stand out in
comparison to all those that came before it? This year we had our largest collection of exclusives, limited edition, highly collectible and one-of-a-kind products from The Macallan to Château Lafite, Karuizawa to Continuum. We also gave customers the chance to interact with and learn from experts in their field, and the calibre of these people is truly unparalleled. This year, we held the event
at Infinite Studios, in a nod to Singapore’s well-deserved reputation for
technological
innovation and advancement. We also employed incredibly effective digital and immersive content to take our customers on a journey that showcased the heritage and stories of all the unique brands, with lots of theatrical ‘moments’ as well. All of these elements made it truly an event to remember and, as always, it seems impossible to beat… until the next year. I would say the only element of
Masters of Wines and Spirits that has not changed since we started is the support of Changi Airport Group, who has been an amazing partner in this event. CAG’s enthusiasm to try new things and to raise the bar each year really is testament to their commitment to offering only the very best to passengers at Changi Airport. We are delighted to continue to support their request to offer many first-to-Changi products and exclusives.
I see that the spirits contingent of the curated selection is
MAY 2019
dominated by whisk(e)y. Do you think this will always be the case? There is a growing demand for rare whiskies and the category itself is very diverse, including American whiskies such as Woodford Reserve Baccarat and the Buffalo Trace Antique Collection, as well as rare Japanese whiskies in our portfolio. The interest in whisky doesn’t seem to be slowing and we work with some of the most respected names in the industry. There is, however, also abundant
appetite in other categories, which we are actively growing and exploring as well, such as several boutique Cognac brands, including Bache Gabrielsen as well as Kyoto Gin brand, Ki No Bi. We think we will continue to see more prestige expressions from the gin category as brands explore and experiment with this dynamic classification.
Which category of whisk(e)y is seeing the fastest growth at the moment for DFS? Single malt Scotch whiskies are being driven by a combination of well-known established brands like The Macallan, Glenfiddich, Balvenie as well as emerging brands that are experimenting on maturation and cask finishes like Bunnahabhain, BenRiach and The Dalmore. The innovation seen in in the whisky category creates an endless spectrum of flavour profiles that is impressive and will keep this classification fresh. Japanese whiskies continue to be
in high demand and will outstrip supply for the years to come, yet at DFS, we are proudly able to secure casks of highly sought-after distilleries like Chichibu and rare
DFS Group’s Brooke Supernaw - Senior Vice President, Spirits, Wine, Tobacco, Food & Gifts.
whiskies from the likes of Mars distillery or even, Karuizawa, the famed and now closed distillery. «
“Japanese whiskies continue to be in high demand and will outstrip supply for the years to come.”
Brooke Supernaw,
Senior Vice President Spirits, Wines, Tobacco, Food and Gifts, DFS Group
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