GERMANY. Edrington EMEA Travel Retail is showcasing its drinks brands via a shop-in-shop at Scandlines’ border store in Puttgarden.
The brand house says the partnership builds on the strong momentum it has built in the region, with the in-store showcase aimed at educating and inspiring customers about its products.
Edrington Travel Retail Commercial Director Kasper Andersen said the various elements of the shop-in-shop are “closely tied” to the heritage of the company’s brands and “the unique flavour profiles” of its products.
He commented: “The Famous Grouse, Highland Park and The Macallan all have strong consumer loyalty in the region, and our collaboration with Scandlines at the world’s largest border shop will play a significant role in the ongoing development of these brands.”
How the brands are presented
The Famous Grouse: Consumers can explore the naturalness of the Scotch blend, and the product’s new packaging design features prominently. An interactive tasting wheel is in place to help guide shoppers through the range and match their preferred taste profile with the most suitable whisky.
Highland Park: Edrington uses this area to bring its ‘Warrior Series’ to life, while showcasing the brand’s core range through an educational wooden wall.
King Christian I – the travel retail exclusive of which only 300 bottles are available globally – has a dedicated space in the shop, and it is part of Edrington’s focus on marketing its premium lines.
The Macallan: The design for the space occupied by this Speyside single malt whisky is inspired by the new distillery that will open next year. Visitors at Scandlines can access a preview of what visitors to the new distillery will experience.
Edrington’s shop-in-shop incorporates various design features to tell the story of the brand, including information about the stills used in distillation and the oak carefully selected by The Macallan’s Master of Wood Stuart MacPherson, who features in the below YouTube video.
Scandlines Vice President for Category Management Retail Mark Winslow remarked: “We are really pleased with our strong collaboration with Edrington.
“The new design has taken the consumer experience to a new level”
“The new space looks absolutely outstanding and contributes to a superior shopping experience for our customers. The new design has taken the consumer experience to a new level and already during the first days we have received a lot of positive feedback from both customers and the shop crew.”
On 31 March Edrington hosted a dedicated opening event, where participants received a tour of the shop-in-shop combined with tastings of The Macallan Rare Cask Black.