Bacardi Global Travel Retail has partnered with Ever Rich Duty Free to open an Aberfeldy store for the peak gifting season from now until the end of February. The period straddles the key gifting periods of Diwali, Christmas, New Year and Chinese New Year.
Two global travel retail-exclusive single malts, Aberfeldy 16yo and 21yo, both finished in ex-madeira wine casks, take centre stage.
Aberfeldy 16yo Madeira Cask, exclusive to Ever Rich at Taoyuan International Airport, is presented in a luxurious Gold Bar gift tin. The design is inspired by the Pitilie Burn, the source of water for the Aberfeldy distillery, renowned for its alluvial deposits of gold.
The tin features embossed hallmarks that share key elements of the Aberfeldy story. These include the water source and gold deposits; the oak barrels of the ageing process; and bees as the symbol of the malt’s unique character and rare, honeyed notes.
Aberfeldy 16yo Madeira Cask is presented in a luxurious festival golden gifting pack.
In-store activities are designed to drive gifting impulse with digital presentations, bespoke pyramid display units and a golden waterfall feature to represent the Pitilie Burn.
Consumers can have their bottles dipped in golden wax to put the final seal on the craftsmanship of Malt Master, Stephanie McLeod. They can also add their own personal touch by stamping their initials in the wax, making a personalised gift of ‘The Golden Dram’. A dedicated team of brand consultants use vaporisers for customer sampling of the whiskies and as cues in telling the Aberfeldy brand story.
The campaign includes a GQ digital advertorial (in the online magazine and on social media) as well as sampling and an advocacy presentation by Aberfeldy Brand Ambassador Matthew Cordiner at Whisky Live Taipei (9 & 10 November). These initiatives are aimed at key regional influencers in whisky, lifestyle and travel.
Cordiner visited the airport on 9 November to meet shoppers, tell them more about the brand and sign gift packs.
Bacardi Global Travel Retail Regional Director Asia Pacific Gaurav Joshi commented: “Aberfeldy is the fastest-growing single malt in the global travel retail market* and we are delighted to partner again with Ever Rich at Taoyuan Airport. Taiwan is a truly dynamic market for Aberfeldy and, building on the exceptional success of last year’s airport campaign – delivering triple-digit growth – we have now gone a step further to draw the shopper deeper into the Aberfeldy story, its craft and heritage and our constant commitment to age statements.
“We are also giving them their own chapter in the story with an individual and resonant link to this multi-award winning single malt brand by making the purchase a distinctly personal experience.”