Edrington Asia Travel Retail has partnered with DFS Group for the launch of travel retail-exclusive The Macallan Concept No. 1 in Asia.
The whisky has been made exclusively available in the region for a two-month period at Singapore Changi Airport.
A launch promotion has been running since 1 January and will end on 28 February. It incorporates 3D pop-up displays at branded wall bays in DFS’s stores, with digital screens fitted into HPPs (high-profile promotions) across all four of Changi’s terminals.
In addition, an integrated shopper experience in Terminal 4 has leveraged augmented reality to invite travellers to take part in an upside down tasting. The whisky’s tasting notes appear upside down on a card but when the customer looks through the special device, they appear the right way up.
Visitors can also use an iPad to scan icons to discover The Macallan’s six pillars, inspired by the world of surreal arts, and have their photo taken with graphics from Concept Number 1’s bottle and box.
As reported, the 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.
“The Macallan Concept Number 1 represents a bold and disruptive step for The Macallan in travel retail and our ambition was to match this with an equally disruptive launch campaign in Asia,” said Edrington Asia Travel Retail Managing Director Marcelo Colombo.
“We’re excited to bring the first release in this new series to life in partnership with DFS and Changi Airport Group, who have supported us with the platform to deliver such a large-scale and category disrupting launch.
“The Concept series highlights The Macallan’s commitment in driving excitement and newness in the global travel retail channel, while creating a unique and engaging brand experience for shoppers.”
The Macallan Concept Number 1 is available in selected airports throughout Asia Pacific from February onwards, Edrington said. The recommended selling price is US$125.
