IRELAND. Pernod Ricard Global Travel Retail, Aer Rianta International (ARI) and Irish Distillers came together on 12 April to celebrate the launch of Redbreast Cuatro Barriles Edition with an immersive event at Dublin Airport.
The travel retail-exclusive from Redbreast Irish Whiskey – produced by Irish Distillers at Midleton Distillery in Cork, Ireland – is only available at Dublin and Cork airports for a recommended retail price of €108 (US$115).
The product was unveiled during a ribbon-cutting ceremony on 12 April, led by Pernod Ricard GTR CEO Laurent Pillet; Pernod Ricard GTR General Manager – Europe, the Middle East and Africa Antonio Duva; ARI CEO Ray Hernan; Irish Distillers CEO Nodjame Fouad; and Redbreast Master Distiller Emeritus Billy Leighton.
The limited edition was revealed on shelf on 26 March and was available to purchase over the Easter holiday period. The product launch will be further supported by high-profile activations at Dublin and Cork airports during May.
Dublin Airport recorded 32 million travellers in 2023 and is connected to over 190 destinations worldwide, while Cork Airport is a gateway to the south of Ireland.
According to Pernod Ricard GTR, the two airports represent an incredible launchpad for the new channel-exclusive from Redbreast in its flagship home.
Pillet remarked: “Pernod Ricard Global Travel Retail recognises the fantastic business opportunity that Redbreast Cuatro Barriles Limited Edition presents as awareness and popularity of the Irish Whiskey category grows globally.
“Pernod Ricard and Redbreast fully embrace the role of advancing the premiumisation of the category and driving incremental value growth. We will also focus on continuing to optimise the customer experience in store in order to recruit new consumers.
“This will all be made possible of course via our strong partnership with ARI; a relationship which enables the brand to keep flying in its home market.”
Hernan added: “This partnership is a real testament to what can happen when we truly collaborate. We’re excited to bring such a unique experience to our customers, offering them something at Dublin and Cork Airports that they can’t find anywhere else in the world.
“The introduction of the Redbreast Cuatro Barriles Edition underscores a commitment to excellence and innovation by Pernod Ricard, Irish Distillers and ARI, making it a source of immense pride for us.
“This unique offering not only enriches the world-class home of Irish whiskey, but also reinforces our dedication to providing our customers with nothing but the best.
“Together, we celebrate this significant milestone and look forward to continuing to set new standards in travel retail.”
Fouad said: “Travel retail offers an exceptional launchpad to introduce this travel retail-exclusive edition to a captive audience for Redbreast in the beloved brand home.
“Working with our partners, we have the ability to maximise visibility across all relevant traveller touchpoints; online to offline. This also signals the start of our shared journey to re-focus on building prestige brands in this dynamic retail channel.” ✈
