Bacardi Global Travel Retail (GTR) has underlined the resurgence in South Korea’s travel retail market through major partnerships with Jeju Tourism Organization (JTO) Duty Free and Lotte Duty Free.
As COVID-19 case numbers plummet in the Republic, international borders reopen and the quarantine requirements for vaccinated travellers to South Korea are lifted, Bacardi GTR is putting special emphasis on its star-studded whisky portfolio, including Royal Brackla single malt and Dewar’s.
Bacardi GTR and JTO Duty Free have launched a range of Royal Brackla single malt Scotch whiskies at the Jungmun Tourist Complex on Jeju Island, which offers domestic duty free to Korean travellers.
Bacardi GTR noted that visitor numbers to the island increased by +37% year-on-year in January-March. They are expected to accelerate further in coming months amid the easing COVID case numbers and the dropping of social restrictions.
The Royal Brackla launch is backed by an activation with retail ambassadors spearheading shopper engagement via tastings, vapour units and ‘regally-inspired’ photo opportunities.
“There’s no doubt that South Korea duty free is an increasingly important Scotch whisky market” – Bacardi Global Travel Retail Regional Director Gaurav Joshi
Bacardi GTR said it is building brand equity in South Korea through key lifestyle traveller influencers, with many visiting the store to experience Royal Brackla for themselves and inspiring their followers online with detailed reports.
The Royal Brackla Distillery was founded by Captain William Fraser in the Scottish Highlands in 1812.
It was the first Scotch whisky to be granted a Royal Warrant, by King William IV in 1833. The distillery’s style is described as “opulent and fruity with rich sherried notes”. Every Royal Brackla expression is finished in first-fill sherry casks, sourced from Spain. |
The new Royal Brackla range features three variants:
- Royal Brackla 12 Year Old finished in Oloroso sherry casks
- Royal Brackla 18 Year Old finished in Palo Cortado sherry casks
- Royal Brackla 21 Year Old finished in Oloroso, Palo Cortado and Pedro Ximenez sherry casks.
In 2021 the 21 Year Old was voted as the best whisky in the category ‘Distillers’ Single Malts 21 Years and over’ in the International Spirits Competition. Each expression in the range claimed a Double Gold Medal at the 2021 San Francisco World Spirits Competition.
A new permanent sales area with Lotte Duty Free at Incheon International Airport Terminal 2 also highlights Royal Brackla along with Dewar’s whisky and Patrón tequila.
Bacardi Global Travel Retail Regional Director Gaurav Joshi said: “There’s no doubt that South Korea duty free is an increasingly important Scotch whisky market, with the Korea Customs Service reporting an increase of +73% in the value of whisky imports in 2021 to over US$93 million.
“As travel restrictions ease, we jumped at the opportunity to launch the Royal Brackla with JTO in their beautiful store in Jeju and the results are stunning, with incredibly positive feedback from shoppers looking for new discoveries in single malt.
“Meanwhile, in partnership with Lotte at Incheon Airport, and perfectly timed for the restart of international travel, we have a fantastic new permanent merchandising space for our premium portfolio of spirits, led by our whisky brands.”
