Bacardi seizes opportunity for Scotch whisky brands in South Korea

By Charlotte Turner |

Bacardi Global Travel is accelerating its ambitions for the growing Scotch whisky duty free market in South Korea with two major investments in the country at Incheon International Airport and on Jeju Island.

 

The move coincides with  the reopening of international borders and the end of quarantine requirements for vaccinated travellers in South Korea.

 

The new range of Royal Brackla Highland Single Malt Scotch Whisky has launched in partnership with JTO Duty Free Store (Jeju Tourism Organization Duty Free) at the Jungmun Tourist Complex on Jeju island.

 

“With the easing of travel restrictions, visitor numbers climbed 37% in January-March 2022 and are expected to accelerate further in 2022,” said Bacardi GTR.

 

“With a high profile activation and prime visibility within the JTO store, a team of dedicated retail ambassadors have maximized shopper engagement with the award-winning single malt via tutored tastings, vapour units and regally inspired photo opportunities.”

BUILDING EQUITY IN SOUTH KOREA

Bacardi is actively building brand equity in South Korea with key lifestyle traveller influencers, with many visiting the store to experience the Royal Brackla for themselves and inspiring their followers online with detailed reports. Click here to view an example.

 

There are three variants in the new Royal Brackla range: Royal Brackla 12YO finished in Oloroso Sherry casks, Royal Brackla 18YO finished in Palo Cortado Sherry casks and Royal Brackla 21YO finished in Oloroso, Palo Cortado and Pedro Ximenez Sherry casks.

 

A permanent merchandising zone for the Bacardi premium portfolio has opened at Terminal 2, Incheon International Airport in partnership with Lotte, and is led by Dewar’s, Patrón tequila and Royal Brackla.

A permanent merchandising zone for the Bacardi premium portfolio has opened at Terminal 2, Incheon International Airport.

A permanent merchandising zone for the Bacardi premium portfolio has opened at Terminal 2, Incheon International Airport.

KCS REPORTS +73% VALUE OF WHISKY IMPORTS

Gaurav Joshi, Regional Director Asia Pacific, Bacardi Global Travel Retail said: “There’s no doubt that South Korea duty free is an increasingly important Scotch whisky market, with the Korea Customs Service reporting an increase of 73% in the value of whisky imports in 2021 to over US$93m.

 

“As travel restrictions ease, we jumped at the opportunity to launch The Royal Brackla with JTO in their beautiful store in Jeju and the results are stunning, with incredibly positive feedback from shoppers looking for new discoveries in single malt.

 

“Meanwhile, in partnership with Lotte at Incheon airport, and perfectly timed for the re-start of international travel, we have a fantastic permanent merchandising space for our premium portfolio of spirits, led by our whisky brands.”

Middle East

JEDCO launches multi-category tenders at KAIA T1

Jeddah Airports Company (JEDCO KSA) has issued a request for proposals for several...

International

TR Consumer Forum 2024: Ticket sales now open

TRBusiness is thrilled to announce that you can now book your tickets to the TR Consumer Forum...

International

Alcohol insights: Conversion up, spend down in Q4

Conversion of visitors in the alcohol category in duty free has risen to 54% in Q4 2023,...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend