DRINKS: BUSHMILLS
Steamship Collection appeals to adventurous spirits, says Bushmills
Drinks company, Proximo will introduce the fourth edition of the Bushmills whiskey Steamship Collection – another global travel retail exclusive – in Cannes this October. The company’s Global Travel Retail Director, David Phelan, tells Charlotte Turner how the collection is responding to consumers’ demand for ‘adventure’.
T
he Steamship Collection from Bushmills and Proximo is said to be inspired by the
voyages of the SS Bushmills; a ship launched in September 1890 to deliver Bushmills Irish Whiskey to new corners of the world. In a similar fashion, Proximo
hopes to introduce its new variant in the Steamship Collection to all corners of the travel retail industry this October, at the TFWA World Exhibition in Cannes. David Phelan, Global Travel
Retail Director at Proximo, tells TRBusiness why Cannes is the perfect launchpad. “We look forward to the TFWA Exhibition in Cannes every year, so it is the perfect place to unveil the latest variant of The Steamship Collection. “We have been making whiskey
at The Old Bushmills Distillery for more than 400 years and innovation, quality and taste are at the heart of everything we do. “Just like the travellers who love
The Steamship Collection, the SS Bushmills travelled around the globe, stopping at ports in the US, Japan, the Caribbean and more. “The purpose of the ship’s journey
was to introduce Bushmills Irish Whiskey to new places and new people, so the collection is another way for consumers to bring our whiskeys to even more corners of the world on their own voyages. “We are excited to unveil
another rare whiskey at TFWA and we encourage all visitors to the exhibition to stop by our Proximo stand to sample our new whiskey, as well as other Bushmills products from the world’s oldest licensed whiskey distillery.” The new variant in The Steamship
Collection follows the release of the Sherry Cask Reserve in 2015
OCTOBER 2018
(RRP £65/$85), Port Cask Reserve in 2016 (RRP £99/$129) and the Bourbon #3 Char Cask Reserve (RSP £50/$65) in 2017. All the above expressions are
currently available at duty free outlets across the globe including London (Heathrow), Hong Kong, Frankfurt, Dublin and Chicago.
Meeting ‘premium’ demand Aside from launching the fourth edition in the Steamship Collection, Phelan tells TRBusiness that the brand will continue to offer more premium products in DF&TR. “Premiumisation continues to be a
trend and a focus for us in the global travel retail channel, so offering travellers something rare they can only find at duty free outlets is one way we’re meeting that demand.” Demand for Bushmills’ whiskey is
highest in EMEA as well as the US and Canada, adds Phelan. “We also have a strong presence
in Central and Eastern Europe particularly within Russia, Czech Republic, Bulgaria, and Poland. The APAC region also demonstrates increasing growth, especially Australia and New Zealand.” Phelan believes consumers know
the brand for its ‘taste and quality’. “Bushmills consumers appreciate the great craftsmanship required for our small batch whiskey-making – the sort of craft that has been handed down from generation to generation for more than 400 years here in Bushmills. “There is a new generation of
consumers who are interested in exploring new taste profiles and education has played a part in this. “Bushmills
is successfully
responding to this quest for adventure by whiskey drinkers, especially in the GTR space with The Steamship Collection. “We are always trying new
things so future innovations from Bushmills Irish Whiskey will follow – watch this space.” «
“There is a new generation of consumers who are interested in exploring new taste profiles and education has played a part in this.”
David Phelan, Global Travel Retail Director at Proximo
TRBUSINESS 125
Above: Variants in the Steamship Collection.
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