Working in partnership with Gebr Heinemann, Bacardi Global Travel Retail has launched the Glen Deveron, Royal Burgh Collection across several leading airport locations including Frankfurt, Copenhagen and Oslo.
Driven by a sequence of HPPs, which have been activated throughout April, the launch represents the most extensive distribution for the Glen Deveron brand portfolio since its original limited release to travel retail in April 2013.
Commemorating the Royal Burgh of Banff, the ancient seaport beside the distillery that was granted a Royal Charter by Robert II, King of Scotland, the collection of single malts consists of a 16 Year Old, 20 Year Old and 30 Year Old. Each is crafted using previously unreleased rare, aged whiskies that have been hand-selected from the distillery’s private reserve by award-winning Master Blender Stephanie Macleod.
Created by Bacardi specifically for the travel retail market, the Glen Deveron, Royal Burgh Collection, was initially focused on retail locations in the UK and Spain and immediately achieved market share in the malt whisky category significantly above forecast. It has also been recognized by the sector, winning the prestigious ‘Supreme Travel Retail Champion Trophy’ and the ‘Launch of the Year’ award at the 2013 Drinks International Travel Retail Awards.
Aude Rocourt, Regional Director Europe for Bacardi Global Travel Retail, explained the significance of the launch programme: “The Glen Deveron, Royal Burgh Collection, is expressly designed for the specific demands of discerning malt whisky lovers in the travel retail channel.
“Our innovation with this series of beautiful single malts enables us to orchestrate clear traveller differentiation, with an extraordinary and unique channel exclusive that further enhances the compelling reasons to shop in travel retail. We look forward to building on the initial launch success in 2013 at scale now, with Heinemann’s brilliant retail execution with their flagship portfolio in Europe.”
Rüdiger Stelkens, Head of Purchase LTC, Gebr Heinemann, added: “We are committed to providing the travelling whisky connoisseur with compelling reasons to stop and shop with us on every trip and the Glen Deveron, Royal Burgh Collection, brings a fantastic proposition of tremendous excitement, exclusivity and award-winning kudos to our customers, and perfectly brings to life our vision for the category.”