NORDIC REGION. We present a picture gallery of how Bacardi Global Travel Retail highlighted its diverse Scotch whisky portfolio at the annual Viking Line Cinderella Whisky Fair in late April.
The fair was the first major whisky-focused event run by the cruise and ferry company since before the COVID-19 pandemic.
It took place on several cruises sailing out of Stockholm, with members of the Bacardi team highlighting leading brands through masterclasses and tutored tastings.
Bacardi Global Malts Ambassador Matthew Cordiner led masterclasses for single malts from Aberfeldy, Aultmore and Craigellachie, alongside food pairings to demonstrate the versatility of the expressions.
A Dewar’s takeover of the onboard cocktail bar included demonstrations of easy-to-make whisky-based cocktails for home mixology.
Bacardi Global Travel Retail underlined its commitment to inclusivity through its participation in the ‘Let’s Open Up Over Whisky’ panel focusing on women in the whisky industry.
Bacardi Travel Retail Director Europe & Advocacy Sam Pickard said: “The Viking Cinderella Whisky Fair has long been a highlight on our consumer engagement calendar in Europe and the team enjoys it just as much as the whisky enthusiasts.
“The cruise format enables us to talk directly with whisky fans and to help them make new discoveries for their personal collection, while showcasing the breadth of our award-winning Dewar’s collection and our range of aged single malts.”
