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Aultmore is a WDF Group exclusive for the next year |
Bacardi Global Travel Retail and World Duty Free Group (WDFG) have partnered for the launch of Aultmore Speyside single malt whisky, across 23 stores in the UK.
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The new expression is part of Bacardi’s recent single malts drive |
World Duty Free and World of Whiskies stores in Glasgow and Heathrow T2 and T5 were the first locations to present what the partners call “a highly immersive Aultmore shopper experience” through to early January 2015.
As we reported in November, Aultmore 12yo and 21yo are available for a one-year period of exclusivity with WDFG.
Aultmore joins Glen Deveron, Aberfeldy, Royal Brackla and Craigellachie to form Bacardi’s new malts collection.
Taking its name from the Gaelic for “˜Big Burn’, the Aultmore distillery was built in 1897 on the nine-mile-long road to Buckie, in a remote region of Speyside. The distillery stands beside the village of Aultmore and both are often obscured from view, blanketed in thick fog rising from the “˜Foggie Moss’, the waters of which are renowned for their purity, said the brand owner.
The theatrical in-store experience is claimed to echo the Speyside landscape of the “˜Foggie Moss’ by using a new piece of technology – Le Whaf – to help serve the drink. The machine generates swirling vapour that, when poured into the glass, enhances the nose of the whisky and creates an “atmospheric and highly engaging consumer experience”.
Bacardi Global Travel Retail Regional Director, Europe Aude Rocourt said: “Relatively few whisky lovers have tasted Aultmore before but they know of its extraordinary reputation and, keen to discover less mainstream brands, they will be delighted to experience this Speyside treasure.
“In our latest collaboration with WDFG we are absolutely delighted to partner with them on an exclusive basis with Aultmore. Last year we shared with them a pioneering new approach in the whisky category through the development of Glen Deveron – a phenomenal success for us both, bringing together a fantastic experience and offer for malt shoppers that was brilliantly executed by WDFG. I am certain we will see a tremendous outcome for Aultmore that epitomises Bacardi’s commitment to creating category-driving innovation and genuine shopper newness, enhancing differentiation for the travel retail channel.”
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The serve is said to create an engaging experience for consumers |
Bacardi Global Travel Retail Marketing Manager Whisky Richard Cuthbert added: “Whisky lovers worldwide are fanatical about unearthing discovery malts that are an alternative to the mainstream, especially those backed by age statements, proven quality and engaging intrinsics of the brand story.
“Aultmore joins Glen Deveron, Aberfeldy, Royal Brackla and Craigellachie to form our stunning malts collection that deliver these qualities in outstanding style. With retailer support, this expanded portfolio is driving single malt category value by unlocking growth in discovery malts.”
World Duty Free Group Buying Manager Liquor UK Nigel Sandals said: “We are excited to be partnering with Bacardi Global Travel Retail on this immersive in-store experience. Presenting our travel exclusive and WDFG exclusive whiskies with this level of creativity is an impactful way to introduce the coveted dram to passengers. Our theatrical bar activations will surprise and delight whisky aficionados and novices alike, allowing them to enjoy Aultmore in an imaginative new way that really brings the dram to life.”
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The activation aims to “bring the dram to life” in stores across the UK |
