Bacardi Global Travel Retail has partnered with DFS Group for an exclusive worldwide launch at DFS, Singapore Changi Airport of Craigellachie Speyside single malt Scotch whisky.
The two-month launch campaign ran throughout July and August at Changi Airport Terminal 2.
The promotion featured ‘The Fountain Bar’, where brand ambassadors guided travellers through an experiential introduction to Craigellachie, showcasing the traditional distilling technique of Craigellachie and its copper piped ‘worm tubs’.
Brand ambassadors poured the Craigellachie dram in through the top of the copper piping while explaining how it replicates the condensation process at the distillery. Meanwhile the liquid journeyed through the worm tub before being poured through a brass tap into a sampling glass and presented to the customer.
Malted grain brought from the Craigellachie distillery was also a key feature of the experience, providing customers with a close-up, sensory interaction with the grain itself.
The Global Brand Ambassador for Dewar’s and Craigellachie spent two days in late July leading shopper engagement and tastings, splitting his time between the Long Bar by Raffles in Terminal 3 and The Whiskey House in the new DFS Wines and Spirits Duplex in Terminal 2.
DFS Group Senior Vice President Spirits, Wine, Tobacco, Food and Gifts Brooke Supernaw said: “We’re proud to have partnered with Bacardi Global Travel Retail to celebrate the exciting launch of Craigellachie Speyside single malt whisky at DFS, Singapore Changi Airport. This engaging and sensory experience was tailored exclusively for our whisky customers and offers the excitement of new discoveries.
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| And me, I feel reborn. I’ll be back for a spiritual sprauchle to this magical place as soon as I can. I can already hear the call of the whisky river. |
“The unique age statements and interesting heritage coupled with the sought-after reputation that Craigellachie has created enthusiasm amongst whisky lovers at both the bars and on the shop floors.”
Bacardi Global Travel Retail Regional Director Asia-Pacific Vinay Golikeri commented: “The commitment from DFS in partnering with brands to accelerate the growth potential in the whisky category is personified through innovations in retail excellence such as The Fountain Bar and The Whiskey House – truly stunning environments in which to showcase the launch of Craigellachie.
“As the latest DFS opening, The Whiskey House stands out as a perfect example of how retailers and brands can excel in shopper engagement, especially with those shoppers at the second stage of luxury, to unlock the US$40 million incremental opportunity in global travel retail whisky.”
