Bacardi Global Travel Retail has partnered DFZ for the first-in-Asia launch of Glen Deveron single malt whisky at Kuala Lumpur International Airport (KLIA), following the brand’s success in European travel retail.
A pop-up store has been set up at DFZ’s The ZON Duty Free store at KLIA’s arrival hall, which is said to see an average of 600,000 passengers passing through each month.
Running until 31 August, the high-profile promotion showcases the entire Glen Deveron single malt Scotch whisky collection – comprising the 16yo, 20yo and 30yo – which is exclusive to travel retail. It also features tastings and customer interaction by the sales staff, who will be handing out green apples to passengers in a nod to the whisky’s sweet apple taste.
Featuring strong visual branding on its gift packaging, Glen Deveron is proving popular for self-treat and gifting alike and conversion is supported by sampling, according to brand owner Bacardi.
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The Glen Deveron collection – comprising the 16yo, 20yo and 30yo – is exclusive to travel retail |
Bacardi Global Travel Retail Regional Director Asia Pacific, Middle East and Africa Irving Holmes Wong commented: “Glen Deveron is an amazing innovation and one that we have big ambitions for here in Asia Pacific. There is a strong opportunity for our brown spirits across the region, where we are unlocking the potential of single malts.
“More of today’s travellers are entering “˜the second stage of luxury’ where they use the knowledge they have on brands as a key purchase consideration. They are particularly attracted to the innovation in our brands and there’s a clear emergence where they seek to show their discernment by choosing less mainstream brands. The appeal of our malts is that they are truly authentic, crafted alternatives that fit with these consumers’ own definition of self-identity and for those looking for something different to what the previous generation would have consumed.”
DFZ Managing Director Ong Bok Siong said: “We’re really excited to have this promotion running in the early days of the new terminal. Its location right by security means there is strong disruption with arriving passengers who are interacting very positively with the brand and the promotional mechanic which is driving footfall and conversion in the store itself.”
Each malt in the Glen Deveron collection has been crafted using previously unreleased rare, aged whiskies that have been hand-selected from the distillery’s private reserve by Master Blender Stephanie Macleod.
The malts were matured in sherry oak casks to produce “a fuller and fruitier taste”, marked by flavours of fine toasted cereals and apple. As the whisky matures it is joined by more complex notes of roasted nuts, exotic fruits, and eucalyptus.
“The extended maturation these malts receive in cask gives them exceptional character ensuring a smooth and exceptionally mellow finish in every sip,” the brand said.
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KLIA passengers are handed green apples and invited for tastings at the Glen Deveron pop-up store |
