Click again for a look at the new travel retail stands for The Macallan

Click again for a look at the new travel retail stands for The Macallan

View 1 related image

The Edrington Group is upping the profile of its The Macallan single malt Scotch whisky in the travel retail channel in Asia Pacific.

The company said earlier today (12 October) that The Macallan’s exclusive Travel Retail range, The 1824 Collection, will benefit from a “significant investment” in promotional campaigns in major airports within the region. Permanent and in-store branded displays, coupled with sampling in Taiwan, China, Hong Kong, Korea and Singapore, have been introduced for the brand.

“We made a strategic decision to invest in improving the visibility of The Macallan across key markets,” said Ryan Hill, Edrington’s area director for Asia Pacific Duty Free. “Working with the key airport authorities and travel retail partners we have been able to develop and innovate which has proved a vital way to achieve this … across many Asian locations.”

The 1824 Collection consists of Select Oak, Whisky Maker’s Edition, Estate Reserve, Oscuro and 1824 Limited Release.