Bacardi builds Dewar’s presence in Malaysia with pop-up Whisky Emporium

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Take your pick: A variety of Dewar’s single malts can be sampled or bought

Bacardi Global Travel Retail is aiming to build the presence of Dewar’s whisky in Malaysia with a two-month shopper engagement activation at Kuala Lumpur International Airport (KLIA).

The pop-up John Dewar & Sons Fine Whisky Emporium features the travel retail launch of Craigellachie Speyside single malt in two age variants: 13yo and a travel retail-exclusive 19yo.

Bacardi said the campaign is timed to maximise the extended holiday and gifting season in December and January covering Christmas, New Year 2017 and Chinese New Year.

The pop-up is located in front of the Zon Duty Free Arrival Store run by Duty Free Zone (DFZ) in partnership with Heinemann Asia Pacific. Travellers can sample a variety of Dewar’s single malts and blends, including Dewar’s 15yo and 18yo, Aberfeldy 18yo, Glen Deveron 20yo, Royal Brackla 16yo and Craigellachie 13yo and 19yo.

Customers who spend over RM288 (US$65) will receive a complimentary trolley bag.

Bacardi Global Travel Retail Regional Director Asia Pacific and Middle East Africa Vinay Golikeri commented: “Kuala Lumpur International Airport is an important location for us as a brand building opportunity for Dewar’s with its passenger profile focused on emerging market travellers, especially the Chinese and Indian traveller.

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Brand building: The pop-up targets emerging market travellers such as Chinese and Indians

“Covering both the December/January holiday season and Chinese New Year, we are engaging the additional surge of passengers travelling at this time with our Dewar’s single malt portfolio, which offers an intriguing range of whisky options perfect for gifting or for self-treats to add to a personal collection.”

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A highlight of the activation is the travel retail launch of Craigellachie Speyside single malt in 13yo and 19yo

Heinemann Asia Pacific Brand Activity Manager June Ong added: “The Dewar’s Emporium is a perfect attraction front of store at this time of year and our customers love it. The presentation of the Dewar’s range from the artisan wooden trolley encourages closer examination and the retail ambassadors are doing an excellent job in helping shoppers explore the offer for themselves. We are particularly keen to encourage this level of connection with our customers as it gives them a memorable experience in our store.”

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