UK/INTERNATIONAL. Pernod Ricard Global Travel Retail has unveiled the ‘Everything Considered’ campaign to support Aberlour’s channel-exclusive range, featuring 13 Year Old Double Cask Matured, 16 Year Old Double Charred Selection and Suthainn Double Sherry Cask Solera.
The spirits company is marking the launch with a lively makeover of The Moodie Davitt Report desktop homepage along with an elegantly curated treatment on the mobile website.
‘Everything Considered’ reflects Aberlour’s journey, touching on sense of community, sustainability and innovation. The campaign visuals highlight elements of Aberlour’s heritage and production techniques, including references to the distillery’s red oak doors, Scottish barley fields and the single malt whisky’s golden tones.
The initiative is being implemented in duty-free stores worldwide with multi-screen Out of Home displays, in-store tastings and a gift with purchase offer linked to the travel retail-exclusive range.
The global roll-out began with Taiwan Taoyuan International Airport in June, where travellers were offered Aberlour drams as part of the campaign.
This month, Pernod Ricard GTR has partnered with Avolta to highlight the exclusives at London Heathrow and Edinburgh airports through a blend of physical, experiential and digital elements.
All travel-exclusive purchases are accompanied by a set of Aberlour-branded terrazzo coasters.
On 7 August, Aberlour Master Distiller Graeme Cruickshank will host a 15-minute livestreamed masterclass on the Club Avolta Instagram channel at 5pm BST.
The session will cover the characteristics and tasting notes of the three Aberlour expressions available through Avolta.
Pernod Ricard Global Travel Retail Brand Director, Prestige Spirits and Champagne Andrew Bardsley said, “Through the power and differentiation of the travel retail channel, our ambition to make Aberlour a leading player in the ultra-premium single malt category is being realised.
“The Everything Considered campaign is a confident showcase of Aberlour’s depth, craft and modern relevance and will accelerate growth in our traditional markets (Europe), whilst expanding distribution to new geographies such as the Middle East and Asia (including India) where we see increased demand for craft malts.”
Avolta Global Category Head of Liquor David de Miguel commented, “Aberlour’s ‘Everything Considered’ campaign is a brilliant example of how premium storytelling and crafted experiences can elevate the traveller journey.
“In London, Edinburgh, or wherever you are in the world, this activation connects whisky lovers to the heart of Speyside through a rich sense of place, heritage and hospitality – exactly the kind of experience we aim to bring to life across our global network.” ✈
