The Dalmore’s King Alexander III to release TREX edition in July

By Luke Barras-hill |

The liquid is presented in an eye-catching, premium cream-coloured box with silver raised details that evoke The Dalmore stag.

A new travel retail exclusive expression will join luxury Scotch whisky The Dalmore’s ranks this July.

The Dalmore King Alexander III is the only six-cask finish single malt in the world, says brand owner Whyte & Mackay.

It will be presented to travel retail customers in Singapore at the TFWA Asia Pacific Exhibition & Conference (7-11 May).

Omni-channel campaigns supporting the launch in important travel retail locations across the world are positioned around the theme ‘A gift from a King’, which reinforces The Dalmore’s giftable qualities.

The campaigns include ‘digital discovery plans’ to drive footfall to duty free stores alongside immersive physical and digital experiences instore to convert shoppers to buyers.

These will include retailtainment opportunities to engage shoppers with brands.

Alluring to shoppers

Whyte & Mackay says casks from the most storied vineyards only, sourced from characterful, wine appellations in the world, are used to impart flavour to the liquid.

The TREX iteration draws on scarce sauternes casks for a rarer, sweeter take on the iconic Bordeaux wine; Amarone casks of the famed Valpolicella wine region; and Portuguese red wine barriques from the Dourno Valley.

It is presented in an eye-catching, premium cream-coloured box with silver raised details evoking The Dalmore stag that Whyte & Mackay say is sure to appeal to gift-giver and their recipients.

Whyte & Mackay Head of Marketing GTR Clarisse Daniels said: “The travel retail exclusive King Alexander III edition is guaranteed to allure the modern luxury consumer by meeting their desire for exclusive products, authentic stories and by representing the perfect gift, whether as a self-treat or for someone else.”

Whyte & Mackay says it is pleased to be attending this year’s TFWA Asia Pacific summit and share news of The Dalmore’s travel retail exclusive with buyers and visitors.

“The Dalmore is a driving force in Asia Travel Retail and really resonates with the Asian shopper looking for rare and distinctive gifts,” said Whyte & Mackay Travel Retail Director Richard Trimby. “This new travel exclusive expression is sure to attract the luxury shopper driving the growth in the region.

“We will also be sharing exciting news from our house of pedigree single malt, including news from the number one single malt brand in the UK, Jura and its Islanders’ Expressions Limited Edition, Tamnavulin, the fastest Growing Single Malt 2021 and Fettercairn, the single malt with a unique distillation process appealing to the whisky curious looking to discover new flavour experiences.”

Whyte & Mackay is exhibiting at Basement 2-N2.

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