Dewar’s teams with Zon Duty Free pop up at KLIA

By Doug Newhouse |

Small Dewar's Emporium KLIAThe John Dewar & Sons Fine Whisky Emporium pop-up store at the International Arrivals Hall at Kuala Lumpur International Airport is running through the month of December, after a four-week run in November.

Bacardi Global Travel Retail is working in partnership with The Zon Duty Free in a prominent location in the arrivals area, displaying six single malts, which include Aberfeldy 21yo and 18yo (travel retail exclusive) and 12yo, Glen Deveron, plus the 30yo, 20yo and 16yo.

The drinks company is also offering several age statement products from the Dewar’s range, including Dewar’s Signature, plus the 18yo, 15yo (TR exclusive) and the 12yo. (Qualifying purchases are also rewarded with premium travel bags as GWPs).

Dewar's Emporium KLIA 1

Free whisky tastings and gifts with purchase on some items.

 

In a statement, the company said: “Bacardi believes there is strong potential for future growth in malts in Malaysia, principally due to the high proportion of shoppers at the second stage of luxury. Bespoke, commissioned whisky research demonstrates that these shoppers are motivated by the discovery of rare, aged malts which have strong brand provenance and stories.”

The company says its brand ambassadors typically guide shoppers through tutored tastings to help discover the malt that best suits their taste, while it notes that arrivals shoppers are ‘enjoying taking their time to browse, sample and explore’ the Dewar’s range in detail.

Irving Holmes Wong Regional Director Asia-Pacific and MEA, Bacardi Global Travel comments: “We are delighted to bring the John Dewar & Sons Fine Whisky Emporium to KLIA with The Zon Duty Free, building on the success we’ve had elsewhere at airports in South East Asia.

Dewar's Emporium KLIA2

The small and self-contained promotioinal pop-up unit.

 

“Malt shoppers are showing tremendous enthusiasm for this Emporium experience, thanks to the professionalism of the brand ambassadors who, through on-the-spot malts coaching, are guiding them to find their perfect whisky solution, wrapped up in a beautiful store environment that epitomises the wonderful heritage of the Dewar’s family.”

Chuah Teck Tiong, General Manager, The Zon Duty Free adds: “There’s no doubt that the John Dewar & Sons Fine Whisky Emporium is a great footfall driver to our Arrivals store.  The Dewar’s brand ambassadors are doing a fantastic job at bringing to life this important category. Pop-ups add intrigue and invite exploration and we’re pleased to see the sales impact it is having on the whisky category as a whole.”

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