Edrington Asia Travel Retail has revealed new products from The Macallan, Highland Park, The Glenrothes and Famous Grouse whisky brands.
Edrington said the products are exclusive to travel retail and were previewed at last month’s TFWA Asia Pacific Exhibition. They underline its commitment to “delivering excellence in shopper experience, premiumisation and luxury retail”.
As reported, Edrington launched The Macallan Concept Number 1 with DFS at Singapore Changi Airport earlier this year. It was followed by a regional roll-out in Asia Pacific, which was supported by in-store activations.
Edrington Asia Travel Retail Managing Director Marcelo Colombo said: “The level of investment in The Macallan across Asia travel retail highlights a strong commitment to our premiumsation strategy, driving value growth over volume.”
He highlighted The Macallan Golden Age of Travel 5, the fifth and final limited-edition decanter from The Macallan Golden Age of Travel series which celebrates the start of international travel.
Developed in collaboration with French crystal maker Lalique, Golden Age of Travel 5 features a rare Macallan expression which was distilled in 1940, first bottled in 1975, and rebottled in 2019. The whisky is showcased in a handcrafted Lalique crystal decanter, of which only 50 have been made, and features an illustration of a classic 1930s air ship.
The collectable range is exclusive to travel retail and celebrates the start of international travel by road, rail, sea, and air.
Highland Park has updated its travel retail exclusive range to include 21yo, 30yo and 40yo expressions through new packaging, embossed bottles and cues to help shoppers navigate through the range.
“We’ve invested heavily in Highland Park over the last 12 months, and are confident the new prestige range can deliver a powerful halo effect across the brand’s presence in travel retail,” Colombo said. “Consumers looking to explore Highland Park now have a very clear path through our core range before potentially trading up into some of these older, sought after whiskies.”
Famous Grouse Toasted Oak is an extension to the Famous Grouse Cask Series, which was launched in 2018 to showcase the different flavours delivered by various types of oak cask. Famous Grouse Toasted Cask is bottled at 40% ABV, comes in a 1-litre format with gift box, and a RRP of US$27.
Colombo said Toasted Oak would elevate Famous Grouse’s offering in the ‘Everyday Premium’ range.
