Hunter Laing to present two new Scarabus expressions at Virtual Travel Retail Expo

Hunter Laing will step up its focus on Scarabus Islay Single Malt Whisky at the inaugural Moodie Davitt Virtual Travel Retail Expo.

The Islay whisky, which was first showcased at the TFWA World Exhibition in 2019, will be presented alongside other brands from the Hunter Laing stable in the Platinum Partner suite of Duty Free Global (#Virtual Stand WS-P1) at the virtual trade show.

From Islay to the world: The Scarabus range on offer will include two new expressions

The Scarabus brand was “very well received” when first shown to travel retail buyers in Cannes last year, Ardnahoe Distillery Director Scott Laing said.

He added: “We have been very pleased with the progress so far and we have made significant distribution gains. At the Virtual Travel Retail Expo we will be presenting two new expressions: the first will be a 10 Year Old and we will also have a Batch Strength version.”

Laing said he was hoping to continue to grow the Hunter Laing presence in travel retail by emphasising the brand’s premium offering at the virtual event. “Premium packaging is of critical importance in the whisky category and this is even more crucial with malt whiskies. Our consumers tell us that they love our bottle, our label and our gift tube and the new expressions will follow this line,” he added.

While the COVID-19 pandemic is impacting the in-store experience, Laing said the whisky company is having to consider innovative ways to engage customers. He said: “Social media will be important to allow suppliers and retailers to talk directly to travellers. Tastings may be difficult to carry out in the initial stages of the recovery and other promotional methods may become more important in the mix of activities.”

Premium packaging featuring a gift tube has enhanced the brand positioning

As the sector emerges from the pandemic, Hunter Laing is primarily targeting the European, Asian and American travel retail markets, Laing added.

“Clearly the travel retail business has taken a huge hit and we will all have to be patient to ensure that the market recovers properly,” he said. “It’s not just a question of more flights to more places but that travellers feel confident enough to get on a plane and to want to shop in duty free stores in airports, on ferries and at border crossings. Suppliers and retailers will have to work more closely to ensure they are giving shoppers what they want to buy and this should be a major factor in the recovery of the total business.”

Laing continued: “We would certainly hope that retailers and suppliers start to get a better understanding of the problems that each other face. Sometimes this may not be the case and it would be great to see both parties and the airports get together for a true Trinity relationship.

“It would also be great to see shop owners and concession operators treat smaller and medium-sized suppliers a little more fairly. Duty free stores must offer travellers a wide variety of brands and merchandise and really should try and avoid displaying the same offer in many stores around the world.”

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