UK. British fine-food specialist Cartwright & Butler has unveiled its travel retail-exclusive (TREX) St Andrew’s Flag Tin, available from July at Avolta’s World Duty Free stores across Scotland.
The permanent addition to the best-selling Signature Tins range contains 150g of the brand’s signature crumbly all-butter shortbread, topped with crunchy demerara sugar.
Presented in a distinctive St Andrew’s Flag tin, the product is designed as both a premium gift and a Scottish souvenir, underscoring the brand’s commitment to destination-inspired TREXs.
The new tin follows Cartwright & Butler’s updated packaging format, with an image of the shortbread displayed on the reverse to improve product visibility for shoppers browsing in-store.
Leveraging the strong performance of the brand’s first Scottish high-profile promotion at Edinburgh Airport in March, the launch strengthens its focus on creating premium, sense of place gifting experiences for travellers.
The campaign featured dedicated Brand Ambassadors, staff training and product sampling, spotlighting the shortbread range and duo packs within a distinctive pastel-themed display.
The promotion delivered strong commercial momentum for Cartwright & Butler, contributing to year-to-date revenue growth and the expansion of its in-store presence across Avolta’s Scottish retail network.
Cartwright & Butler GTR Account Manager Cooper Arnett said, “We are delighted to be championing our Scottish travel retail offering, with the continued support of Avolta and WDFG.
“Following the fantastic response to our Edinburgh Airport activation, we recognised an opportunity to further develop our souvenir collection with an exclusive design that celebrates Scottish heritage.
“The St Andrew’s Flag tin is a natural extension to our Signature range, and we’re very pleased with the look and feel of the finished result.
“We believe it offers travellers a premium keepsake that combines exceptional shortbread with distinctive Scottish design, and are confident it will resonate with travellers looking for premium, destination-inspired gifting in travel retail.” ✈
*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, our dual WeChat Video platforms and (coming soon) Xiaohongshu. 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. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
