The Macallan Concept No 2 raises the roof in Taiwan for Asia-first launch

By Charlotte Turner |

Edrington The Macallan Concept No 2 Ever Rich Taiwan Airport leadEdrington Asia Travel Retail has partnered with Ever Rich Duty Free in a month-long Asia-exclusive launch for the latest edition in The Macallan’s travel retail exclusive Concept series; The Macallan Concept Number 2.

 

As reported in October, The Macallan Concept Number 2 is the second release in the Concept Series – a collection that fuses the passion behind The Macallan’s whisky making with innovative art, music and culture – and was celebrated at a preview event at the TFWA World Exhibition in Cannes, last October.

 

Created exclusively for Global Travel Retail, Concept Number 2 brings together music and whisky – two of the passions of The Macallan Whisky Maker, Steven Bremner. Remarkably, Steven has combined his great interests in this expression – beyond being a Whisky Maker for The Macallan, he is also an avid house music DJ.

 

The exclusive launch period, between 1 January and 1 February, saw The Macallan Concept Number 2 launch exclusively at Ever Rich Duty Free stores in Taiwan Taoyuan International Airport. A disruptive 360-degree campaign, bringing to life Concept Number 2’s house music story, supported the launch and will continue through to the end of March.

 

KOL ENGAGEMENT

The launch campaign encompasses ‘retailtainment- focused’ in-store activations, digital exposure and KOL engagement through both The Macallan’s local and Ever Rich’s social platforms, to target travellers before and during their arrival at Taoyuan Airport, said Edrington.

 

 

At the airport in January and February, a DJ entertained travellers with a 30-minute house music set while they sampled The Macallan Concept Number 2. Travellers were then invited to mix their own 30-second house music track which could be listened to and downloaded via a QR code.

 

Ever Rich Duty Free Edrington The Macallan Concept No 2 Taoyuan Airport tall

Created exclusively for Global Travel Retail, Concept Number 2 brings together music and whisky – two of the passions of The Macallan Whisky Maker, Steven Bremner.

The interactive track mixing activity is currently being replicated across other key activation sites across Taoyuan Airport, ‘helping to create a buzz and generate significant shopper interest in the travel retail exclusive whisky’, added Edrington.

 

SPOTIFY PLAYLIST FROM STEVEN BREMNER 

Travellers are encouraged to continue to engage with the whisky outside of the airport environment by tuning into a Spotify playlist of house music, created by The Macallan Concept Number 2 Whisky Maker Steven Bremner.

 

To drive further awareness of The Macallan Concept Number 2, the brand is collaborating with three well-known Taiwanese DJs to promote the three core connections between whisky making and music making on their social channels.

 

Following the Taiwan launch, The Macallan Concept Number 2 is now rolling out to other key airports in Asia travel retail, supported by similar interactive promotions and digital activity that leverages retailers’ platforms.

 

Suzy Smith, Edrington Global Travel Retail Managing Director, commented: “The launch of The Macallan Concept series has been another disruptive step for the brand in travel retail and we wanted to build on this momentum with a standout launch campaign for Concept Number 2 in Taiwan.

 

ASIA-FIRST LAUNCH

“The 360-degree campaign, supported by our esteemed partner Ever Rich, effectively communicates the whisky’s links to house music through consumer engagement and retail theatre – delivering a truly engaging and refreshing brand experience.”

Ever Rich Edrington The Macallan Taoyuan Airport wide

The exclusive launch period, between 1st January and 1st February, saw The Macallan Concept Number 2 available exclusively at Ever Rich Duty Free stores in Taiwan Taoyuan International Airport.

An Ever Rich Duty Free spokesperson said: “Following the re-launch of The Macallan Boutique at Taoyuan Airport in November 2019, the exclusive Asia first launch of The Macallan Concept Number 2 is the next strategic step in Ever Rich Duty Free and The Macallan’s long-standing partnership.

 

“The interactive launch campaign highlights our joint ongoing commitment to offer fresh, engaging and exciting brand experiences that delight shoppers.”

International

OUT NOW: June/July issue + Top 10 Airports

The TRBusiness June/July 2024 edition, featuring the Top 10 Airports report, is now available...

The Americas

Avolta expands US presence with 15-year contracts at John Wayne Airport

Avolta is set to grow its presence at John Wayne Airport in Orange County, California, through a...

International

TR Consumer Forum 2024 photo gallery now live

The TR Consumer Forum 2024 was packed with memorable moments, from the very first networking...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend