Old Pulteney Single Malt Whisky has broken the record for a successful travel retail campaign at Edinburgh Airport's World Duty Free store, selling 3,500 bottles of the Wick-based distillery's single malt over a period of
just eight weeks, generating sales of ?117,000 ($193,308) for World Duty Free.
This apparently smashed the previous record for a spirits sales, which was set by a cream liqueur in Christmas 2006.
The Old Pulteney campaign ran from June 30 until August 25 with the aim of raising the awareness of the brand amongst both regular malt buyers and tourists and featured what the company describes as 'a cutting edge sampling installation' and specially-trained staff, offering travellers the opportunity to sample the single malt for themselves.
It featured the full range of Old Pulteney expressions, from 12yo, 17yo, and 21yo, as well as the WDF-exclusive twin bottling of a 23 Year Old Sherry and a 23 Year Old Bourbon, which retailed at ?150 ($248).
James Bateman, Global Travel Retail Manager for International Beverage said: ‘Malt whisky lovers already know Old Pulteney to be one of the 'must have' malts in a collection. We're absolutely delighted with the success of this campaign and the resulting sales figures, especially for the higher-aged expressions including the WDF-exclusive 23 year old Bourbon Cask and 23 year old Sherry Cask. The sales achieved equate to one bottle of Old Pulteney being sold every eight minutes during active promotion.’
Nigel Sandals, Category Buyer at WDF added: ‘At WDF, we constantly aim to provide the best possible choice and service for our customers. The eight-week promotion with Old Pulteney affirmed itself as the most successful campaign to date in our Edinburgh store. To achieve these sales figures is testament to the excellence of the whisky, the quality of the installation and of course the expertise of the retail team in our Edinburgh World Duty Free store.’
As well as being available at in World Duty Free at Edinburgh Airport Old Pulteney is listed in all the other six World of Whisky stores based in airports across the UK and the 12yo and 17yo are listed in ten World Duty Free main stores. In addition, the full Old Pulteney range, which includes five expressions, is now available in World Duty Free at Heathrow's Terminal 5.