Douglas Laing & Co (Douglas Laing) has unveiled an exclusive collaboration with China Duty Free Group (CDFG) to commemorate Chinese New Year 2024, launching a Year of the Dragon Edition for its Big Peat Whisky, an Islay Malt first launched in 2009 with no artificial colouring or chill-filtration.
This Chinese New Year 2024 marks the Year of the Dragon, and more uniquely the Year of the Wood Dragon, a zodiac which cycles once every 60 years.
Douglas Laing says this presents an ideal opportunity to showcase the impact oak casks have on maturing the flavour of a whisky, and highlight the importance of wood to the overall whisky-making process.
“Since his inception in 2009, Big Peat has been seriously committed to smoke with ‘his’ big, bold, sooty Islay Malt,” said Emma Reid, Brand Manager at Big Peat.
“Giving our customers the opportunity to personalise bottlings to suit their markets has been something Big Peat has become renowned for throughout the last 15 years, and the ability to do this within the travel retail sector is very exciting,” added Reid.
Hannes Koch, Managing Director at Travel Retail Cooperation, which represents Douglas Laing & Co within Asia and Pacific travel retail, said: “Chinese New Year is the most important time in the Chinese calendar. We were approached by our customer CDFG (China Duty Free Group) to support them in enriching their offer on special festive products acknowledging the Year of the Dragon and felt our Big Peat brand was the ideal platform for this.
These collaborations are a great opportunity to offer an added value to our retail partners and their customers to enrich their offer with tailormade products which creates momentum in-store.“
Asia & Pacific,
Asia & Pacific,