CHINA. Bacardi Global Travel Retail has partnered with China Duty Free Group (CDFG) for a two-month campaign supporting the launch of Dewar’s Double Double 21 Year Old Stone Toasted.
The launch is exclusive to CDFG from 1 to 31 May, featured at Hong Kong International Airport and cdf Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan province.
The campaign will continue throughout June at the two locations, while Dewar’s Double Double 21 Year Old Stone Toasted begins listings with other retailers in the Asia Pacific region.
Bacardi is celebrating this collaboration with an immersive makeover of The Moodie Davitt Report desktop homepage along with an elegantly curated treatment of our mobile website.
CDFG Assistant General Manager Michelle Sun said: “We are always looking for creative and authentic innovations to bring to our many whisky shoppers. The Dewar’s Double Double 21 Year Old Stone Toasted is an innovative example from a trusted brand that is loved by many Chinese whisky aficionados.
“The Discovery Pack gives shoppers the chance to experience two stone toasted cask finishes, enhancing their journey to discover new and exciting whiskies, techniques and taste profiles from Dewar’s. We look forward to more partnerships with Bacardi in the future.”
In-store visibility is boosted with dedicated discovery units and brand ambassadors who explain the stone toasting process, complemented by sampling to enhance the experience. CDFG is further amplifying the launch on social media through WeChat.
Bacardi Global Travel Retail Regional Director – Asia Pacific, Middle East and Africa Sam Pickard commented: “We have a strong and valued relationship with CDFG that is rooted in a shared passion to serve whisky consumers, underpinned by detailed insights and understanding of their preferences.
“This enables our specialist whisky team to create unique and exclusive innovations that play to the enthusiasm for rarity and new twists on classic techniques.
“We are delighted to offer CDFG shoppers the first taste of Dewar’s Double Double 21 Year Old Stone Toasted – our debut innovation for 2024.”
As reported, the Discovery Twin Pack includes two 75cl expressions: Double Double 21 Year Old Stone Toasted Cask with Magma, using American Oak and French Oak.
The whiskies have a 46% ABV, natural colour and no-chill filtration, and a recommended retail price of US$440. The Discovery Pack will roll out to other travel retail locations in Asia Pacific, the Middle East and the Americas from June.
The expressions underline the influence of oak and how it is seasoned. Typically, the inside of a cask is ‘toasted’ or ‘charred’ over an open flame or oven, for a matter of seconds.
However, stone toasting casks – a method pioneered only in the last decade for high-end wines – involves a gentler approach, taking hours rather than seconds and giving more precision on toast levels.
According to Bacardi, the non-combustion process uses magma stones and water elements, which are combined with heat to create casks that are toasted, evenly and consistently.
The rotating stones are warmed and gradually emit heat to gently open the oak’s pores, with adjustments to toasting durations yielding diverse flavour combinations. ✈
