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The John Dewar & Sons Fine Whisky Emporium activation took place with Nuance at Toronto Pearson Airport for 17 days in June |
Bacardi Global Travel Retail has taken its John Dewar & Sons Fine Whisky Emporium activation to Toronto Pearson International Airport in partnership with The Nuance Group. It is the first location in the Americas for the shop-in-shop concept.
John Dewar & Sons Fine Whisky Emporium showcases the Dewar’s range and adds three of the newly launched “˜Discovery Malts’ from Bacardi – Aberfeldy, Craigellachie and Glen Deveron.
John Dewar & Sons Fine Whisky Emporium at Nuance’s Terminal 1 store was open for 17 days in June. It featured a branded sampling bar and display gondola whose design was inspired by the 19th century wine and spirits shop that was opened in Perth in 1846 by company founder John Dewar. The whiskies selected for sampling were Dewar’s 15yo – the first permanent new age statement to join the range since the turn of the millennium – Aberfeldy 12yo, Craigellachie 13yo and the travel retail exclusive Glen Deveron 16yo.
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The Dewar’s aged range and Bacardi’s ‘Discovery Malts’ were heavily featured |
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During the promotion around 4,500 travellers sampled the whiskies in tutored tastings brought to life by brand ambassadors and educational props.
Conversion and sales rates from the activation were positive, said the brand owner. Around 45% of sales were made by adult travellers aged below 40. According to Bacardi this showed that the activation reached its target: an emerging group of younger shoppers moving into the “˜second stage of luxury’. Age statements are a key purchase motivation for this group of shoppers, along with quality cues and engaging brand stories, the company added.
Bacardi Global Travel Retail Regional Director, Americas Geoff Biggs said: “John Dewar & Sons Fine Whisky Emporium proved a strong success at Toronto airport, one of the largest international gateways in North America. Our research tells us many whisky drinkers in travel retail are crying out for something new and exciting- the John Dewar & Sons Fine Whisky Emporium concept does that introducing them to exciting new brands of quality and heritage in an engaging and compelling way.”
The first John Dewar & Sons Fine Whisky Emporium outlets opened at Paris Charles de Gaulle and Orly airports in April this year in partnership with Aelia. The first Asian location followed in July at Taiwan Taoyuan airport with EverRich Duty Free.
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Sampling and trial were features of the activation |
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