William Grant & Sons (WGS) is promoting its revamped Glenfiddich Cask Collection with a virtual reality (VR) activation which transports customers to the world of Glenfiddich.

The VR activation also allows users to write their tasting notes in the air using a special device. The written words are visible through goggles worn by the user and also on a large digital screen. William Grant & Sons said it is looking to execute the VR activation at Hong Kong Airport in September and October, and following that the experience will be a permanent fixture at the Glenfiddich shop-in-shop at Changi Airport Terminal 3.

Glenfiddich Cask Collection’s refreshed packaging will be highlighted at next month’s TFWA Asia Pacific Exhibition (booth B2/N19) alongside the VR experience.

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William Grant said the packaging reflects the ongoing evolution of the Cask range

WGS Managing Director Global Travel Retail Ed Cottrell said: We are continually refreshing and revitalising the Glenfiddich offer and this move reflects the ongoing evolution of the Cask Collection range, ensuring relevancy to our core consumers.

“The new look aims to strengthen the collection’s visibility on-shelf and enhances the premium cues of the range whilst reinforcing its contemporary appeal.”

In the build-up to World Cucumber Day on 14 June, WGS will feature its ‘Master Serve ‘O’ Matic’ bicycle promotion at key airport locations globally. The bicycle unit, which delivers a slice of cucumber to accompany a ‘Hendrick’s & Tonic’, will also be included on the WGS stand in Singapore for customers to test out.

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The ‘Master Serve ‘O’ Matic’ bicycle activation is on the move to Singapore

The Monkey Shoulder drinks trolley will feature once again at TFWA Asia Pacific. It will serve up contemporary pre-mixed cocktails and feature playlists to ‘reinvigorate’ delegates between meetings. Visitors can enjoy some of the classic Monkey Shoulder cocktails from the bar area, along with other drinks from the portfolio. Monkey Shoulder is said to be the fastest growing brand in the Asia Pacific region, achieving +88% growth since 2015.

Cottrell noted: “Asia Pacific sells more products in the ultra-premium and prestige segments than any other region in the world. It is a vital location for us, accounting for nearly 50% of William Grant & Sons total global travel retail sales in these segments.”

WGS Regional Director ASPAC Scott Hamilton commented: “The ever growing importance of the Asia Pacific region makes the TFWA Asia Pacific Exhibition an essential show to connect with customers. Following our new JALUX agreement, this event will be particularly important for meeting potential new partners in Japan.”

In related news, WGS brands Glenfiddich, The Balvenie and Hendrick’s have secured listings at Gimpo International Airport, Korea’s second largest airport.

Hamilton said: “This is yet another win since appointing CS Trading as our official partner/distributor in the market since May 2016. Gimpo International Airport is a key hub for routes to and from Beijing, Shanghai and Tokyo, so we expect this to be a particularly successful venture.”

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