Bacardi reveals details of Royal Brackla new series launch with China Duty Free Group

CHINA (HAINAN). Bacardi Global Travel Retail has released more details of its new Royal Brackla single malt series, released in partnership with China Duty Free Group (CDFG) at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.

On Wednesday we reported on the launch and on a dazzling new pop-up with CDFG through a video (below) courtesy of Hainan Hinews Media Co, The Moodie Davitt Report’s strategic partner in Hainan.

The colourful new pop-up from Bacardi-owned single malt Scotch whisky Royal Brackla – dubbed ‘The King’s own whisky’ at the Sanya International Duty Free Shopping Complex. The store houses a number of interactive features that allow education and discovery, below. 

With a prime position inside the entrance to the Sanya International Duty Free Shopping Complex, the pop-up store and multi-sensory brand experience run through September. Bacardi Global Travel Retail said the aim is to attract shoppers to explore the range and Royal Brackla’s heritage, as the first Scotch whisky to be awarded a royal warrant in 1833.

{Click on the YouTube icon to watch the on location feature from Lu Tianqin, Chief TV Host of Hinews.cn Media and Head of the Duty Free Channel on the hugely popular New Hainan programme. Chinese viewers can click here to view the report on New Hainan via WeChat} 

The installation features a striking design reflecting the gold and royal blue colours of the new brand identity. The space houses multiple, layered touchpoints and showcases each of the new expressions. These include Royal Brackla 12 Years Old, 18 Years Old and 21 Years Old – created by Master Blender Stephanie Macleod.

Alongside the opportunity to taste Royal Brackla or to sample its vapours, interactive QR codes enable shoppers to access tasting videos. They can discover more about the sherry cask finishing chosen by Macleod to give an extra layer of luxury to the “fragrant and fruity” whisky. Every expression in the new range is finished in the first fill Sherry casks, sourced directly from Spain to ensure exceptional quality.

Some fun elements bring to life the brand’s history. Regal props including a raised throne, illuminated crown and faux-fur cloak offer photo opportunities and sharing on social media with prize draw opportunities. At the gifting station, shoppers can choose to have their purchase personalised with wax dipping and embossed initials.

China Duty Free Group President Charles Chen said: “It is a great honour to launch Royal Brackla at Sanya International Duty Free Shopping Complex and we are sure it will be a big success with our whisky customers. What excites us about the Bacardi whisky portfolio is the provenance and rich story-telling of the aged single malts and Royal Brackla is a perfect example, especially with its status as the first whisky to hold a Royal Warrant. This is a very engaging and attractive discovery for Chinese shoppers and the pop-up presentation is a powerful way to drive our whisky business.”

“We are honoured to be launching the new Royal Brackla range with China Duty Free Group at Sanya International Duty Free Shopping Complex,” said Gaurav Joshi, Regional Director Asia Pacific at Bacardi Global Travel Retail.

“The Hainan market is such an exciting opportunity for Bacardi as we continue on our mission to disrupt the whisky category by introducing Chinese whisky consumers to our award-winning portfolio of aged single malts portfolio in an omnichannel partnership with CDFG. This approach enables us to engage with consumers along their travel journey before, during and after their trip to Hainan, enhancing and extending the retail opportunity.”

The new, range features increased prominence for the age statement, with each bottle guaranteeing a specific interaction with the wood. This includes a move in emphasis from 16 Years Old to 18 Years Old and an accentuation on the finishing across the range. The new Royal Brackla range is bottled at 46% ABV.

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Tasting notes (by Bacardi)

Royal Brackla 12 Years Old

Finished in Oloroso Sherry Casks

Tasting note: Rich and exuberant – the full bodied spice of Oloroso, and the bright summer breeze of Royal Brackla elegantly combine as a smooth and inviting dram – ripe peaches, black cherries, chocolate covered almonds and muscovado sugar.

Royal Brackla 18 Years Old

Finished in Palo Cortado sherry casks

Tasting note: Enticing and complex – rich spices, creamy vanilla, succulent soft fruits and cocoa powder, brightened with a zing of citrus.

Royal Brackla 21 Years Old

Finished in a blend of Pedro Ximenez, Oloroso and Palo Cortado Sherry casks

Tasting note: Regal and assured – syrupy toffee notes with richly fragrant summer berries warmed by the sun and dusted in cinnamon and muscovado sugar.

Note: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.

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