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Special price promotions are featuring in stores during the campaign period; 22 top-selling product lines are on a promotion of -40% off the average high street cost |
UK. WDF is hosting a major WhiskyFest event in all its World of Whiskies stores and other selected main shops this month and next.
Running until 28 June, the event was developed to attract new customers to the category, as well as celebrate WDF’s diverse collection of whiskies. WDF’s specialist store is said to be the largest retailer of single malt whisky in the UK – one bottle of whisky out of every four sold in the UK is from a World of Whiskies store.
WhiskyFest’11 is running across ten UK airports and 16 terminals for an eight-week period. Participating airports include Aberdeen, Edinburgh, Glasgow, Manchester, London Gatwick, London Heathrow, London Stansted, Birmingham, Bristol, and Jersey.
WhiskyFest debuted in 2010 at WDF’s Scottish airport stores and proved popular with brand partners and customers, the travel retailer said. Its objective was to drive footfall and sales for the whisky category. The activity achieved a +15% sales uplift in 2010.
Two weeks in, WhiskyFest’11 is on course to exceed last year’s performance: total whisky sales are already up by over +20% and over +40% on single malts, compared to the same period last year, WDF claimed.
The main aims of WhiskyFest’11 are to create an increased awareness of the breadth of the range available in store and to showcase the channel’s competitive pricing. The activity is designed to appeal to both the whisky connoisseur and the novice. Trained sales consultants are on hand to recommend a whisky to suit all budgets, taste preferences and gifting requirements.
The customer engagement elements of WhiskyFest’11 include taste experiences and independent expert advice, cocktail and recipe inspiration and whisky-based menus offered in selected restaurants at Heathrow Airport T1, T3, T4 and T5. There is also a customer competition offering passengers the chance to win a whisky weekend at the exclusive Glenmorangie House.
In addition to extra in-store sampling activity, the festival is supported by guest appearances from some of the brands’ Master Distillers on selected dates, to further engage and educate consumers.
Special price promotions also feature in stores during the campaign period to encourage strong sales and category growth. Twenty-two top-selling product lines will be on a special price promotion of -40% off the average high street cost. These include: Glenmorangie Lasanta (1 litre, £31.45 vs average high street price of £52.41), Glenfiddich 12yo (1 litre, £24.51 vs average high street price of £40.84) and Dalmore 18yo (70cl, £50.04 vs £83.40). All other whiskies are guaranteed by WDF to be at least -20% less than the average UK high street price.
Each store offers a year-round selection of 50 UK and world exclusive whiskies, such as Highland Park Vintage 1994 (70cl, £45.99), Balvenie Portwood 21yo (70cl, £70.99) and Greenore 8yo Single Grain (70cl for £25.99).
To promote the activity, a WhiskyFest’11 brochure has been developed and pre-promoted via the World of Whiskies website: www.worldofwhiskies.com/whisky-festival-2011.php. Each participating airport will also be supported with a customer brochure that promotes the activity and details the special whisky promotions that are running with restaurant partners.
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A WhiskyFest’11 brochure has been developed and pre-promoted via the World of Whiskies website |
