Whyte & Mackay whisky brand The Dalmore is to celebrate the upcoming Chinese New Year with a limited-edition 28yo release and special pack for the King Alexander III expression.
The 28yo limited edition is a single malt matured in American white oak ex-bourbon casks and Graham’s Tawny Port pipes. Only 1,300 bottles have been created, of which 300 will be made exclusively available in Asian travel retail. The 70cl bottle (51.8%abv) is priced at $1,800. A special edition pack for the King Alexander III edition will also be introduced.
Richard Trimby, Travel Retail Director, Whyte & Mackay said: “Whyte & Mackay is dedicated to ongoing innovation and supporting customers with impactful and exciting special editions which drive penetration, conversion and spend. This is what has made the company such a driving force in this market and sector today.
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“Both of these offers have been extremely well received by our retail partners around the world as they look to make the most of the opportunity presented by Chinese New Year to satisfy Asian travellers with the ideal gift to mark the holiday.”
The new 28yo edition and King Alexander III special pack (both pictured left) will be supported by an activation campaign featuring dedicated in-store stands in key airports such as Taiwan Taoyuan, Singapore Changi, Hong Kong International Airport and London Heathrow Terminal 3. The campaign will also be amplified on social media.
Trimby added: “This campaign will bring these stunning limited editions to life in a creative way, attracting the traveller to the store where shoppers can discover the perfect gift in The Dalmore. At The Dalmore, Chinese New Year, is an incredibly important time for us and our consumers.
“We are committed to continue offering very special limited editions. For us, each whisky we release is the next step in our journey to produce the perfect whisky.”
Asia & Pacific,
Asia & Pacific,