Luxury single malt brand The Dalmore, owned by Whyte & Mackay, is underlining its new brand positioning with the introduction of new visual merchandising standards in global travel retail.
The new approach is designed to deliver a superior whisky experience for consumers and reaffirm The Dalmore’s aspirational brand positioning. The merchandising concept will house the core range and key special editions. New fixtures will continue to roll out across major airports during 2018.
The Dalmore Global Head of Brand Gillian Naylor said: “The Dalmore is the fastest growing ultra-premium single malt whisky in the world. Available in the finest outlets, it has a strong reputation amongst whisky connoisseurs as the discerning single malt with legendary depth and finesse. For this reason it is consistently ranked amongst the leading rare whisky investment choices.
“Our new visual identity has been developed to educate consumers on The Dalmore’s pioneering heritage of dynamic ageing and the casks which allow us to create such a sumptuous and layered single malt whisky.
“We have created an elevated experience for shoppers through a highly polished aesthetic, with every detail from fabric to lighting carefully considered. The new identity, like The Dalmore, contains hidden depths of storytelling and will allow us to set new standards in terms of brand experience and consumer engagement.”
The brand’s new-look retail experience first rolled out to Dubai International Airport, in partnership with Dubai Duty Free; followed by Guangzhou Airport, in partnership with China Duty Free Group and Taoyuan International Airport, in collaboration with Ever Rich Duty Free.
Dubai Duty Free Senior Vice President for Purchasing Saba Tahir commented: “We are delighted to be the first retailer to display the new showcase design of The Dalmore. Whyte & Mackay, owner of The Dalmore, has once again demonstrated the right in-store presentation that will highlight this fast-growing ultra-premium brand and is sure to drive good penetration and spend among travellers.”
A spokesperson for CDFG said: “We are very pleased to see the new visibility launched in CDFG Guangzhou Airport T1. We are confident that the new design will attract the attention of new and existing consumers and connoisseurs and allow us to drive engaged conversation and a better experience to those shopping in duty free.”
In Taiwan, the new merchandising has been revealed as part of a major flagship collaboration with Ever Rich Duty Free through a new shop-in-shop concept at Taoyuan International Airport. The flagship store aims to set a new standard for The Dalmore’s visibility and execution in global travel retail.
Whyte & Mackay Travel Retail Director Asia Micheline Wong commented: “The Dalmore is outperforming the category in travel retail Asia, with business doubling in the last two years. As a sophisticated malt whisky market, Taiwan represents a significant opportunity for the brand.
“To coincide with the opening of this experience we have the pleasure of exclusively launching The Dalmore 16yo and 19yo in Taiwan Duty Free, a symbol of our dedication to developing this market.”
An Ever Rich spokesperson added: “It’s a stunning and striking destination whisky boutique. We have been working with Whyte & Mackay for a number of years and we have consistently been impressed with their professionalism and innovative approach. As a result of this firm partnership, we are confident this immersive brand environment will have a very positive impact on our business.”
Whyte & Mackay Travel Retail APAC Marketing Manager Pierre Dubus said: “This is our third major partnership between The Dalmore and Ever Rich, together we have created a beautiful and immersive space that will provide consumers with an enhanced shopping experience to learn about the brand.
“Furthermore, the store will display and retail some of the brands most sought after and highly valued products including The Constellation Collection, The Dalmore Quintessence and The Dalmore 40yo.”
