The John Dewar & Sons Fine Whisky Emporium, a showcase for Dewar’s blended whiskies and a range of single malts, is offering Christmas spirit aplenty in a high-profile festive-season promotion at Amsterdam Airport Schiphol.
The campaign, in the shop-in-shop operated by Gebr Heinemann and Schiphol Airport Retail, is running throughout November and December.
Twelve premium aged blends and single malts are highlighted, including Dewar’s 12yo and 15yo, Royal Brackla 12yo, 16yo and 21yo, Aberfeldy 12yo and 18yo, Craigellachie 13yo and 19yo and Glen Deveron 16yo, 20yo and 30yo.
Dewar’s is one of just four brands in the global travel retail market to have grown every year for the past eight years, the company claimed.
Aberfeldy, one of the core single malts featured in the campaign, is claimed to be the second fastest-growing whisky brand in global travel retail, with IWSR 2015 reporting year-on-year growth of +59%.
Retail ambassadors are encouraging tastings and holiday season gifting. A GWP offer of a personalised leather luggage tag is available on purchases over €59 (US$63).
Bacardi Global Travel Retail Regional Director Europe Aude Bourdier-Rocourt said: “With a comprehensive choice of aged blends and single malts, fascinating brand intrinsics and a range of flavour profiles and price points, we are enhancing the appeal of Dewar’s to a wide demographic.
“This shop-in-shop at Schiphol is a fantastic site, prominently positioned and highly visible from many angles. We’re delighted with the interaction we’re having with travellers and the conversion rates delivered.”
Gebr Heinemann Purchasing Director Liquor, Tobacco, Confectionery & Fine Food Rüdiger Stelkens added: “This is a perfect campaign for the Christmas period, appealing jointly to whisky lovers and to shoppers looking for a special gift from their travels. The presentation of the Dewar’s range from the stave draws people in for a closer look and to explore the offer for themselves.
“This approach creates a connection with the shopper, adding instant added value to their experience with Gebr Heinemann.”
