SINGAPORE. Treasury Wine Estates has partnered with Lotte Duty Free for the Asian launch of Squealing Pig Rosé Gin at Singapore Changi Airport and through the iShopChangi platform.
The one-litre format of the innovative cross-category gin, which infuses ten botanicals with a dash of Squealing Pig’s award-winning pinot noir rosé wine, launched at the airport and on its website this month. It is exclusively available in Asia via Changi Airport and its ecommerce site until the end of October for S$70 (US$50.55).
As reported, Squealing Pig Rosé Gin delivered “exceptional” results for Heinemann Asia Pacific when the one-litre format was launched at Sydney Airport.
“Squealing Pig is a fun and irreverent brand that we know will resonate strongly in the Singapore market,” Treasury Wine Estates Global Travel Retail General Manager Simon Carter said.
“Today, consumers are more willing than ever to try new products, and this unique proposition combines Australia’s most popular rosé wine with quality gin, two key categories showing solid growth in the travel retail channel, providing new opportunities to reach consumers and unlock category growth. In partnership with Lotte Duty Free, we are excited to have Squealing Pig Rosé Gin launch first in Asia exclusively at Changi Airport.”
To enhance the launch on iShopChangi, the gin will be featured on the iShopathon wines & spirits live stream on 24 September at 10pm. Shoppers tuning in will stand to receive exclusive promotion codes and can win over S$1,000 in prizes, including bottles of Squealing Pig. A brand new cocktail, Kevin Bacon, which will be revealed during the live stream, has been created to coincide with the launch.
Changi Airport Group Online Retail General Manager Nicole Foo commented: “We’re thrilled to have yet another first-in-Asia Changi First collaboration launch on iShopChangi with our partners Lotte Duty Free and Treasury Wine Estates.
“The addition of Squealing Pig strengthens our range of offerings and provides our shoppers with more choices on varied and interesting spirits. We believe that Squealing Pig will do very well in our domestic market, especially now that non-travellers are also able to get access to tax and duty-absorbed wines and spirits through our estore, and our iShopathon live session will be a great and entertaining way to introduce the brand.”
Treasury Wine Estates said it would look to harness strong growth for both the rosé and gin categories to target millennials with the new product. The company added that research from ClickInsights suggests millennials are more likely to shop online every week (34%) than Generation Z shoppers (16%).
