FRANCE/UK. International Beverage is marking Old Pulteney’s 200th anniversary with a four-month travel retail activation programme spanning Paris Charles de Gaulle (Extime), Edinburgh (Avolta) and London Heathrow (Avolta) airports.
The multi-airport campaign highlights two of Old Pulteney’s rarest expressions: Old Pulteney 30 Years Old and 50 Years Old.
The campaign began at Paris Charles de Gaulle Airport in July, before moving to Edinburgh Airport where it is running throughout September. It will also run at London Heathrow Airport from September until the end of October.
Old Pulteney was founded in Scotland’s Wick, Caithness in 1826. For 200 years, it has built its identity around its remote coastal location and maritime heritage.
The bicentenary campaign celebrates that history with the theme ‘Harbour in a Storm’. The initiative comprises experiential activations that evoke the distillery’s coastal setting supported by digital displays.
At the pop-ups, travellers have the chance to purchase two of the oldest whiskies released by the distillery to date. The Old Pulteney 50 Years Old was launched earlier this year to commemorate the 200th anniversary and is limited to 200 bottles worldwide. Alongside this, only 1,000 bottles of the Old Pulteney 30 Years Old have been released globally.
Alongside the limited releases, the animations showcase the Old Pulteney travel retail collection of 10, 13 and 16 Years Old expressions. The collection showcases the breadth of the brand’s maritime-influenced whisky style, characterised by the briny notes associated with maturation close to the sea. The 13 Year Old expression is a travel retail-exclusive (TREX).
Travellers can sample the range with guided tastings that highlight the coastal conditions and craftsmanship that have shaped Old Pulteney’s flavour profile, accompanied by locally sourced chocolate pairings.
Travellers also receive complimentary anniversary postcards and an exclusive gift with purchase.
International Beverage Regional Channel Marketing Manager Global Travel Retail Ellen Alvarez Salgado commented, “Old Pulteney’s 200th anniversary gives us a powerful opportunity to introduce international travellers to the depth of character behind The Maritime Malt.
“This is our most ambitious global travel retail activation programme for the brand to date, combining high-impact visibility, guided tastings of our core travel retail collection, and an opportunity to view our rare and exquisite 30 and 50 Years Old releases in person.”
Salgado added: “Global travel retail is an important environment for recruiting new consumers and building Old Pulteney’s premium credentials. Through these activations, we are bringing the story of Wick, its coastal conditions, its people and 200 years of craftsmanship to travellers from around the world.
“It is a celebration of everything that has shaped Old Pulteney since 1826, and a confident step into our third century.” ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel and our WeChat Video platforms. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, spirits & wine distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. EPISODE 5In this episode, we stay with the house of Misaka. This time around Harry takes us up the premiumisation ladder, as he introduces Misaka 18 Years Old Pure Malt Mizunara Cask and its 21 Years sibling. Like its predecessor edition, Episode 5 was shot inside Harry’s acclaimed Mexican restaurant in Wan Chai, Hong Kong, El Gordo Tacos & Grill. EPISODE 6In this edition, our resident TREX Master Martin Moodie chats with Rolls Wong, Retail Manager at Duty Zero by cdf, the spirits & wine duty-free retailer at Hong Kong International Airport. The subject of their discussion? An extraordinary single malt whisky from Highland Park in Orkney, Scotland, available only at Duty Zero by cdf. Just 575 bottles have been released. All only available through Duty Zero by cdf. Brands or retailers wishing to participate in the TREX Factor should contact Martin Moodie at Martin@MoodieDavittReport.com |
