SINGAPORE. Bacardi Global Travel Retail has launched Dewar’s Double Double 37 Year Old in partnership with Lotte Duty Free at Singapore Changi Airport Terminal 1, in a two-month world exclusive through May and June. The launch, via an immersive pop-up outlet, is accompanied by a powerful visual makeover of The Moodie Davitt Report home page this week.
The release is the oldest and most premium blended malt whisky expression yet from the house, and the first selection from the new Dewar’s Prestige Collection of limited-edition rare whiskies to enter travel retail. A 50cl bottle (46% ABV) is priced at S$3,200 (US$2,390).
The immersive space at Changi also features other age statements from Dewar’s Double Double range.
At this brand discovery experience, retail ambassadors are on hand to guide and educate travellers as they explore different age statements and individual profiles with vapour and whisky samplings. Consumers can then go into the Lotte Duty Free store to make a purchase from the range.
Crafted under the guidance of Dewar’s Director of Blending Stephanie Macleod, the prestige collection celebrates the regional flavours of Scotland, and Dewar’s Double Double 37 Year Old pays homage to the region of Speyside.
Made exclusively from Scottish malts, the layers and flavour profile of the expression are a result of a four-stage ageing process. The single-malt whiskies are aged in oak casks for 37 years. They are then blended together, filled into casks and returned to the warehouse. After more time the blended malt whisky is finished in Madeira casks and once again returned to the warehouse.
The final stage begins when the blended malt is filled into ex-Spanish Oloroso sherry casks which previously held Aultmore whisky. The final blend is finished for a period of time until its flavour profile has reached the optimal level.
Bacardi Global Travel Retail Regional Director Asia Pacific Gaurav Joshi said, “We are thrilled to present the world debut of Dewar’s Double Double 37 Year Old in travel retail, a market highly valued by Bacardi as a luxury shop window for our premium brands.
“We are especially delighted to partner with Changi Airport Group and Lotte in one of Asia Pacific’s most luxury whisky locations, with a shared ambition to bring innovation to the prestige whisky category with new excitement and discoveries. Our purpose at Bacardi is to make moments matter for our consumers and we are investing in this launch to do just that for progressive whisky explorers on their travels.”
Frontline excellence at Changi and Helsinki airports We had a nice engaging chat about this top-class pop-up featuring Dewar’s Double Double 20, 26 and 30 Year Old together with the new – and Changi 1st – Dewar’s Double Double 37 Year Old. |
Single malts account for 28% of travel retail whisky sales, second only to blended whisky at 51%, according to IWSR, with Bacardi hailing the potential of malts in the channel.
Joshi commented: “The release of Dewar’s Double Double 37 Year Old plays an important role in our drive to further premiumise Dewar’s in travel retail where, building on its strong track record of year-on-year growth, we still have ambitions to take it even further.
“Malt whisky continues to grow its overall share of whisky sales in global travel retail and we are convinced that Dewar’s Double Double 37 Year Old will appeal strongly to tastemakers – those discerning, high-spending whisky drinkers who are keen to discover something radically different in terms of ageing and taste.” ✈
