The Engagement Lounge Sessions: Talking next generation whisky with Bacardi

INTERNATIONAL. We continue our enhanced coverage of last week’s pioneering Virtual Travel Retail Expo by bringing readers highlights from the event’s Engagement Lounge, home to a series of big brand launches, tastings and workshops.

Among the key sessions was a Bacardi-hosted session, in which drinks specialist Becky Paskin* spoke with Bacardi Malts Brand Ambassador Matthew Cordiner and Dewar’s Brand Ambassador Fraser Campbell about the Bacardi whisky portfolio of Dewar’s, Aberfeldy, Craigellachie, Aultmore, Royal Brackla and Glen Deveron.

The speakers examined recent trends in whisky and assessed how the spirits company is looking to capitalise on them.

Cordiner said: “People are after something small-batch, unique and super-premium. On flavours, people are looking for something smoky. Finishes are massive as well, such as different wine casks and different styles of sherry. Getting these insights is helpful when it comes to creating our next innovation.”

Campbell added: “It’s the same for single malts. A lot of people are looking for something small batch or special within cask finishing.”

Matthew Cordiner (centre) and Fraser Campbell (right) discussed Dewar’s, Aberfeldy, Craigellachie, Aultmore, Royal Brackla and Glen Deveron with Becky Paskin (left)

Explaining these trends, Cordiner told viewers: “In the past 20 years since Scotch made a huge resurgence: flavour and experience has become what people are after – whether new to whisky or not. When someone is going through an airport, they want to know what amazing, limited whisky they can buy for someone.”

We are pleased to bring you this Engagement Lounge session in full through the video on this page.

For more on the Bacardi Global Travel Retail strategy for the channel, click here.

As part of its stunning digital engagement programme at the Virtual Travel Retail Expo, Bacardi offered visitors the chance to win a bottle of limited-edition Craigellachie 33-Year-Old Single Malt Scotch whisky, valued at around US$3,000
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