 |
Pernod Ricard Travel Retail’s Royal Salute 62 Gun Salute crystal podium at Paris Charles de Gaulle Airport |
INTERNATIONAL. Pernod Ricard Travel Retail is to expand the successful duty free launch of Royal Salute’s latest expression, Royal Salute 62 Gun Salute, by creating a high-impact global campaign, designed to establish it as one of the world’s leading luxury whiskies.
During the first quarter of 2011, Royal Salute 62 Gun Salute is launching tailored promotions in key regions.
“Travel retail is a key market for Royal Salute and we want to use this platform to raise awareness of our most recent ultra-prestige whisky, Royal Salute 62 Gun Salute, produced from whiskies aged for a minimum of 40 years,” said Chivas Brothers Regional Director Global Travel Retail Robin Johnston.
“Each region has taken elements of the brand, relevant to their culture, so the campaign is specific to their target market,” he explained.
In Dubai, the product was first unveiled at a VIP dinner during the annual Desert Palm UAE Nations Cup 2011 polo tournament by The Duke of Argyll. Royal Salute has a long-standing association with the sport and used the opportunity to re-affirm the connection and highlight the brand’s commitment to sponsoring the Nations Cup 2011.
 |
The Royal Salute 62 Gun Salute display at Seoul Incheon Airport |
Throughout February the brand used imagery of the Nations Cup in-store at Dubai Duty Free to support the launch in travel retail.
In Europe, the Royal Salute 62 Gun Salute launch kicked off at Paris Charles de Gaulle in January 2011. Pernod Ricard Travel Retail Europe developed bespoke podiums for the product, which incorporated hand-crafted bespoke crystals to match the colour of the bottle. The stands were illuminated to showcase the craftsmanship of the hand-carved Dartington Crystal bottle and reflect the premium quality of the product.
Following the Paris launch, a podium was placed in a prominent location at Amsterdam Schiphol and in April a podium will be present in Frankfurt. Further installations will continue at key international hubs.
Throughout January and February, Royal Salute 62 Gun Salute was rolled out in Asia at Hong Kong, Taiwan Taoyuan, Singapore Changi and Korea Incheon airports. The product was positioned on a premium display units in the first class and business lounges of Korean Air.
“Royal Salute 62 Gun Salute was created to pay tribute to generations of royal tradition and the legacy of the whisky’s four master blenders. It is a unique and exclusive blend, the most prestigious expression within Royal Salute’s permanent collection, owing to its exceptional age, taste and limited supply,” said Pernod Ricard.
“As the pinnacle of the Royal Salute range, it takes its name from the annual celebrations of the Queen’s coronation, 62 Gun Salute, a tradition that takes place at the Tower of London each year, on the Queen’s official birthday,” the company added.
