CHINA (HONG KONG): Distell has launched two high-profile promotions (HPPs) in Terminal 1 of Hong Kong International Airport: one for Islay whisky Bunnahabhain and one for premium wine brands Nederburg and Durbanville Hills.
Located in the East Hall North Store from Duty Zero by CDF-Lagardère, the two-month promotions are a first-time initiative for Distell, where the spirits and wine producer is aiming to communicate the history of its top-tier brands to Asian consumers.
Distell General Manager Asia Pacific Travel Retail Harry Kartasis said: “The HPPs are a true reflection of our mission to deliver world-class consumer experiences with our long-time partners at Duty Zero.”
The HPP for Bunnahabhain invites customers to discover more about the brand’s 138-year history through storytelling, samples and elements of the brand’s Islay distillery. It showcases the brand’s world traveller range of whiskies, including An Cladach, Eirigh Na Greine and Cruach Mhona, as well as two expressions from the core range: Bunnahabhain 12yo and the super-premium 25yo.
Distell Global Travel Retail Managing Director Luke Maga commented: “CDF-Lagardère currently has the largest selection of single malt whiskies from the Distell portfolio in global travel retail, from global travel retail exclusives to the core ranges of Bunnahabhain, Deanston and Ledaig. We thank CDF-Lagardère for supporting Distell’s ambition to build our single malt portfolio throughout travel retail.
“Bunnahabhain, in particular, has a strong brand heritage and whilst very few people are fortunate enough to make the journey to its home on Islay, the HPP enables us to communicate a piece of the brand’s story to a wider audience.”
The HPP for wine brands Nederburg and Durbanville Hills, meanwhile, marks the Asia launch of five wines: Nederburg Vintage Limited Edition Pinotage (2004), Nederburg Private Bin Cabernet Sauvignon (2006), Nederburg II Centuries Cabernet Sauvignon (2013), Durbanville Hills Collectors Reserve The Lighthouse Merlot (2017) and Durbanville Hills The Tangram (2015). The promotion seeks to engage customers by providing additional information on each of the wines and their profiles.
Maga added: “The wine selection at Duty Zero comprises some of Distell’s most premium wines. From the Nederburg Private Bin Cabernet Sauvignon 2006 to the Durbanville Hills Collectors series, these wines represent the exceptional quality that our portfolio has to offer and bring travellers an authentic taste of South Africa.”
Lagardère Travel Retail Hong Kong Business Director (Spirits, Wines & Beer) Asia Scott Hamilton said: “We are glad to be the first in Asia travel retail to offer five of Distell’s wines. At CDF-Lagardère, we’re constantly looking for new ways to excite our customers with fresh products, as well as engaging retail concepts. Partnering with Distell for the execution of the wine and single malt whisky HPPs underlines our mutual commitment to present travellers with innovative products and experiences.”
