Edrington Americas Travel Retail has reported double-digit sales increases across The Macallan portfolio following the launch of Concept Number 1 promotions in airports in the region.
As reported, The Macallan Concept Number 1 is the first release in a limited-edition series of The Macallan inspired by surreal art and celebrating the world’s visionaries.
The new expression was first launched exclusively with Dubai Duty Free in locations at Dubai International throughout December 2018.
In January, Concept Number 1 featured in a month-long activation at New York John F. Kennedy International Airport’s T8. The whisky was promoted via digital advertising across the terminal, strategically targeting the 300,000 international travellers passing through it during the month.
Digital advertising included a large screen, located next to the liquor and tobacco store, which showed a 20-second video of animated surreal art graphics that feature on Concept Number 1’s packaging. Concept Number 1 also appeared on static advertising behind the cash tills in the duty free stores. Sales of The Macallan at JFK T8 in January increased +37% versus the previous year, Edrington Americas Travel Retail said.
Concept Number 1 also featured in a two-month activation at Los Angeles Tom Bradley International Terminal during January and February. Tastings at DFS stores were available while digital advertising featuring the animation is estimated to have been seen by 635,000 international passengers, Edrington said. In January, sales of The Macallan were up +34% compared to the previous year.
A 45sq m Concept Number 1 pop-up space was launched at JFK T1 in February, with tastings of some of The Macallan’s range of travel retail-exclusive expressions available. Promoters encouraged visitors to engage with and learn about the brand through augmented reality.
Edrington Americas Travel Retail Managing Director Juan Gentile commented: “The Concept series highlights The Macallan’s commitment in driving excitement and newness in the global travel retail channel and we’re excited to introduce the first release in this new series to travellers in the Americas, in partnership with some of our key operators.
“JFK and Los Angeles represent two key airport locations in North America with significant international passenger traffic, offering the ideal showcase for Concept Number 1. Judging by the impressive results produced through January and February, we’re confident that this is just the start of the success story for The Macallan Concept series in the Americas.”
