Crucial Drinks is bringing its flagship Scotch brand The Lost Distillery Company in global travel retail, in partnership first with China Duty Free Group (CDFG) and Lagardère Travel Retail.
The launch marks the beginning of new partnership between Crucial Drinks and Lagardère Travel Retail, which operates in over 630 duty free stores across 22 countries.
[Click on the icon to view the story of Scotland’s ‘lost’ distilleries]
The joint venture retail partnership CDF-Lagardère Company, trading as Duty Zero by cdf, will celebrate the Grand Opening of its store network at Hong Kong International Airport on 12 July. The Moodie Davitt Report will be the sole travel retail media present on the big day, bringing you real time web and social media coverage from one of the biggest travel retail wines & spirits event of the year.
The Lost Distillery Company collection will be officially unveiled on that day in the new East Hall South Discovery Zone.
The launch will feature four of the seven distillery brands – Stratheden, Towiemore, Gerston and Jericho – across three ranges. These are The Classic, The Archivist and The Vintage Selection. Each range carries progressively older malts and varies in price from US$49.99 to US$260.
Crucial Drinks and The Lost Distillery Company co-founder Scott Watson commented: “In the last century, over 100 Scotch whisky distilleries have permanently closed, which I have always felt was a real tragedy. The Lost Distillery Company was born to bring the stories of these famed whiskies and their people back to life.
“We’ve celebrated some fantastic achievements as a business this year and the launch into Hong Kong International Airport with [CDFG and] Lagardère Travel Retail is another milestone we are very proud of.
“A staggering amount of people travel through Hong Kong International Airport every day and we are very much looking forward to immersing them in our award-winning story on a global scale.”
Lagardère Travel Retail Hong Kong Head of Liquor Category Management Scott Hamilton said: “The Lost Distillery Company’s reputation has been boosted by its award-winning performance across industry tasting competitions, so we are delighted to see this Scottish brand on the shelves at Hong Kong International Airport.
“As the demand [for the brand] continues to soar globally we look forward to offering our travellers the opportunity to engage and purchase a bottle from the range.”
[What if we could bring those whisky brands back?]
