Bacardi Global Travel Retail has partnered with Ever Rich Duty Free to launch a 35sq m Aberfeldy pop-up at Taoyuan International Airport for the peak gifting season.
Running until the end of February 2020, the campaign captures the region’s key holiday travel period, including Diwali, Christmas, New Year and Chinese New Year.
Two global travel retail exclusive single malts — Aberfeldy 16yo and Aberfeldy 21yo finished in ex-madeira wine cask take centre stage in the pop-up. Additionally, there are two gift presentation options designed to excite gift shoppers.
The Aberfeldy 21yo Madeira Cask, a new global travel retail exclusive, is presented in a festival golden gifting pack. Exclusive to Ever Rich at Taoyuan airport, the Aberfeldy 16yo Madeira Cask is presented in a Gold Bar gift-tin. The tin features embossed hallmarks that share key elements of the Aberfeldy story.
In-store activities further drive gifting impulse with digital presentations, bespoke pyramid display units and a golden waterfall feature to represent the Pitilie Burn.
Those purchasing the Aberfeldy 16yo and Aberfeldy 21yo can have their bottle dipped in golden wax to put the final seal on the craftsmanship of malt master, Stephanie McLeod.
Customers can also add their own personal touch by stamping their initials in the wax. A dedicated team of brand consultants will use vaporisers for customer sampling of the whiskies and as cues in telling the Aberfeldy brand story.
In order to raise awareness of the airport campaign and create links to the domestic market, the campaign includes a GQ digital advertorial (in the GQ online magazine and on social media) as well as sampling and an advocacy presentation by Aberfeldy brand ambassador Matthew Cordiner at Whisky Live Taipei (9 and 10 November), aimed at reaching key regional influencers in whisky, lifestyle and travel. Cordiner also came to the airport on 9 November to meet shoppers, tell them more about the brand and to sign gift-packs.
Gaurav Joshi, Regional Director Asia Pacific, Bacardi Global Travel Retail commented: “Aberfeldy is the fastest growing single malt in the global travel retail market and we are delighted to partner again with Ever Rich at Taoyuan Airport. Taiwan is a truly dynamic market for Aberfeldt. Building on the exceptional success of last year’s airport campaign — delivering triple-digit growth — we have now gone a step further to draw the shopper deeper into the Aberfeldy story, its craft and heritage and our constant commitment to age statements in the sublime quality of the Aberfeldy range.
“We are also giving them their own chapter in the story with an individual and resonant link to this multi-award winning single malt brand by making the purchase a distinctly personal experience.”