Diageo’s Elusive Expressions Scotch collection arrives at leading airports

By Luke Barras-hill |

The Diageo Global Travel Category Strategy Exhibition

Diageo, in collaboration with its customers and partners, has an ambition to double the size of the spirits category in global travel by 2030.

Diageo Global Travel has released the 2022 Elusive Expressions Special Releases Scotch Whisky Collection.

The new range featuring eight aged and finely finished whiskies is available to travellers from this month at a selection of worldwide destinations, including airports in Singapore, Taipei, Delhi and Dubai.

It will roll out to selected airports in Qatar, South Korea and the US in the coming months.

The Elusive Expressions are: Mortlach (ABV 57.8%); The Singleton of Glen Ord 15 Year Old (ABV 54.2%); Lagavulin 12 Year Old (ABV 57.3%); Talisker 11 Year Old (ABV 55.1%); Clynelish 12 Year Old (ABV 58.5%); Cardhu 16 Year Old (ABV 58%); Oban 10 Year Old (ABV 57.1%); and Cameronbridge 26 Year Old (ABV 56.2%).

Andrew Cowan, Managing Director at Diageo Global Travel, said: “We’re delighted to see this exclusive set of rare whiskies from iconic distilleries being launched in airports around the world, opening up a new world of luxury whiskies for passengers to explore.

Diageo Global Travel MD Andrew Cowan.

Drawn from more than 30 distilleries

“The liquids, the storytelling and the immersive digital experience of these spectacular releases are utterly captivating.

“Exclusive whiskies like these not only appeal to the luxury shopper but the incredibly vivid designs will appeal to a new generation of Scotch drinkers, which is really thrilling.

“There are very few places in the world where these exclusive whiskies are available, and we love being able to offer these incredible gifting solutions for shoppers.”

The latest iteration in the Special Releases collection, crafted by Master Blender Dr. Craig Wilson, is supported by illustrator Ken Taylor and digital visualisation artist Kevin Tong.

They have partnered to lift designs that fuse fantasy, art and whisky.

Following the conclusion of last week’s TFWA World Exhibition & Conference, Diageo GT is confident in the industry’s recovery and what travel retail offers to consumers, partners and Diageo’s own brands.

During the event, the firm took the opportunity to increase awareness of its Society 2030: Spirit of Progress plan, which includes encouraging positive drinking, responsible consumption and grain-to-glass sustainability.

Bold ambitions

The Diageo Global Travel Category Strategy Exhibition in Beach Village demonstrated the firm’s ambitions for travel retail – to collaborate with customers and partners to double the size of the spirits category in global travel by 2030.

To achieve this, it has outlined four growth pillars rooted in understanding key consumer occasions, needs and motivations: promoting balanced choices through the non-alcoholic space (Tanqueray 0.0% and Gordon’s); winning in gifting (Johnnie Walker Blue Label and Johnnie Walker Gold Label Reserve); Encouraging and enabling flavour exploration by showcasing Malts diversity; and creating moments to remember (Baileys).

Elusive Expressions Special Releases Scotch whisky collection

The Elusive Expressions Special Releases Scotch whisky collection will be available in a selection of airports worldwide.

A Diageo 0.0% bar offered guests a selection of alcohol-free cocktails and provided guests the opportunity to take a positive drinking quiz via www.DrinkIQ.com on touch screens.

“This year at Cannes we had the opportunity to demonstrate to our customers and partners our vision for the alcohol and non-alcohol categories,” continued Cowan.

“We brought to life our intent for and the optionality of our portfolio for gifting, different occasions, luxury and choice. Meeting everyone face to face and having the conversations that mattered made all the difference to our teams as we look ahead.

Johnnie Walker gifting area at TFWA Cannes 2022.

Johnnie Walker Blue Label gifting area at the TFWA World Exhibition & Conference.

“We set out to demonstrate our ambition, our plan and our commitment to building a sustainable future within travel retail this year at TFWA Cannes. It’s bold, but we feel energised and are focused on collaboration with our customers and partners going forward.

“We remain grounded in key consumer occasions, needs and motivations, with renewed emphasis on our gifting experience, encouraging flavour exploration, creating moments to remember and promoting balanced consumption as part of normal life. We have said it many times – but it is about drinking better.

“I felt a real confidence travelling through every area of travel retail. We are emerging stronger and thinking more proactively about sustainability. We want to play our part in rebuilding and reimagining an industry that works for everyone involved and delivers for our consumers.”

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