Product Launch - TRAVEL RETAIL: Bacardi's Aberfeldy 18 Year Old
Click through to view Bacardi's Aberfeldy 18 Year Old
Bacardi's Aberfeldy 18 Year Old
Category - Spirits, whisky, Scotch, Highlands, single malt, 40% abv
Available - From this month
Location - Travel Retail channel
Price - Not specified, available in 1-litre bottle
Distribution - Bacardi
Bacardi has added a Travel Retail-exclusive expression to its Aberfeldy Scotch whisky brand. The 18-year-old iteration joins the 12- and 21-year-old versions of the single malt. All three will be the subject of a relaunch push by the company this month.
“Single malts are enjoying a massive surge in popularity right now as collectors and connoisseurs seek out the new and the rare,” said Mike Birch, MD of Bacardi Global Travel Retail. “We’re leveraging that power with a strong innovation pipeline for the category, gathering pace to craft a range of superb Travel Retail exclusives.”
At the same time, the company announced that it will roll out its Glen Deveron Royal Burgh Collection throughout the Travel Retail channel globally. The range of three whiskies was initially launched in selected markets a year ago.
As a further step in its strategic commitment to the single malts category, Bacardi is now accelerating its range of Travel Retail exclusives.
From April, Glen Deveron, Royal Burgh Collection launches globally, following its success in select European markets in 2013. It is joined by the re-launch of a reinvigorated Aberfeldy Highland Single Malt Scotch Whisky, including the introduction of an 18 year old expression, exclusively available in global Travel Retail.
Mike Birch, Managing Director of Bacardi Global Travel Retail, outlines his enthusiasm: “Bacardi has an amazing opportunity with single malts. Our distilleries produce sublime whiskies. Single malts are enjoying a massive surge in popularity right now as collectors and connoisseurs seek out the new and the rare. We’re leveraging that power with a strong innovation pipeline for the category, gathering pace to craft a range of superb Travel Retail exclusives. Building on our success in white spirits, we are equally ambitious as a major player in the whisky category and our recent launches are testament to the energy and drive we’ll be injecting. We’re confident the Aberfeldy range is set for success.”
Renowned by whisky connoisseurs as ‘The Golden Dram’, the Aberfeldy Single Malt features a striking new bottle design and packaging in deep black and pure gold. The Travel Retail range comprises 3 age statement variants: 12 YO, 21 YO and – exclusively available for travellers – the 18 YO.
New packaging is a major feature of the range and the strong, striking designs reflect the hand-crafted nature of Aberfeldy Single Malt, the birthplace of John Dewar and its water source, with the Pitilie Burn – a source of alluvial gold – represented by the use of gold on the label and secondary packaging.
The bottle also prominently displays the Royal Warrant, proudly held by John Dewar’s & Sons since 1893. Still to this day it remains the only Scotch Whisky distiller to continuously hold a Royal Warrant since the time of Queen Victoria, supplying the Royal household for over 120 years.
Richard Cuthbert, Bacardi’s Global Marketing Manager for Whisky, explains: “We’ve designed the new Aberfeldy range with Travel Retail shoppers right at the heart of the innovation, with the 18YO a particularly exciting premiumisation offer; its exclusivity to Travel Retail gives it the added kudos as a perfect gift for single malts lovers.
“Single malts are enjoying a massive surge in popularity right around the globe as collectors and connoisseurs seek out the new and the rare. Combine this with the natural curiosity of malt shoppers, their desire for discovery and a stunning new expression from Aberfeldy and we are confident this range is set for success.”
The Aberfeldy range is a key component in Bacardi’s strategic drive to create category differentiation, with an immediate pipeline of exclusive innovation and activations in brown and white spirits, as explained by Mike Birch.
“Of course it’s not just about whisky. With our leading share in rum, vodka and gin we will also premiumise those categories with Travel Retail exclusive innovations. We’re nimble and flexible enough to act quickly and our door is open to any retailer with the shared vision and ambition to partner on innovation that sets this unique channel apart and creates a trajectory for sustainable growth.”
Original source: Company Release
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