Royal Brackla expressions launch in Hainan travel retail with China Duty Free

By Luke Barras-hill |

Royal Brackla Highland Single Malt Scotch Whisky has debuted in travel retail with China Duty Free Group, Bacardi Global Travel Retail has announced.

Three ‘refined’ Royal Brackla (46% ABV) age-statement expressions (12yo, 18yo, 21yo) reside in a prime position inside the entrance to the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.

An interactive pop-up store (1-30 September) and multi-sensory brand experience coaxes shoppers to sample the range and learn about the heritage of the first Scotch whisky to be granted a royal warrant.

PROVENANCE ‘EXCITES’ CDFG

Customers can experience the brand universe by triggering a QR code to access tasting videos and learn about the sherry cask finishes delivered by Malt Master Stephanie MacLeod.

Meanwhile, regal props at the pop-up such as a raised throne, illuminated crown and faux-fur cloak offer photo opportunities for social media with prize draw opportunities.

Shoppers can also choose to have their purchase personalised with wax dipping and embossed initials at a gifting station.

Welcoming the launch and partnership with CDFG, Gaurav Joshi, Regional Director Asia Pacific Bacardi Global Travel said: “The Hainan market is such an exciting opportunity for Bacardi as we continue on our mission to disrupt the whisky category by introducing Chinese whisky consumers to our award-winning portfolio of aged single malts portfolio in an omni-channel partnership with CDFG.

L-R: The Royal Brackla 12yo is finished in Oloroso sherry casks; Royal Brackla 21yo is finished in Oloroso, Palo Cortado and Pedro Ximenez sherry casks; and Royal Brackla 18yo is finished in Palo Cortado sherry casks.

“This approach enables us to engage with consumers along their travel journey before, during and after their trip to Hainan, enhancing and extending the retail opportunity.”

Charles Chen, President of China Duty Free Group, added: “It is a great honour to launch Royal Brackla at Sanya International Duty Free Shopping Complex and we are sure it will be a big success with our whisky customers.

“What excites us about the Bacardi whisky portfolio is the provenance and rich storytelling of the aged single malts and Royal Brackla is a perfect example, especially with its status as the first whisky to hold a Royal Warrant. This is a very engaging and attractive discovery for Chinese shoppers and the pop-up presentation is a powerful way to drive our whisky business.”

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