Chivas Regal Mizunara – the Scottish whisky with a Japanese touch is available in all Heinemann Duty Free & Travel Value shops in Germany, Austria, Italy and Norway as well as in Amsterdam, Copenhagen, Budapest and Istanbul. In Europe, Gebr. Heinemann is the first and, at least for the next six months, also the only travel retailer to offer travellers this special whisky.
Japanese oak for the Scottish whisky
With this exquisite scotch Pernod Ricard and Gebr. Heinemann are catering to the trend for Japanese spirits which have also been experiencing a major boom in Europe for a number of years. However, Chivas Regal Mizunara is not a conventional Japanese whisky. It is a unique blend of the finest Scottish whiskies selectively finished in Japanese oak casks. In fact, it is the first whisky worldwide to be exquisitely distilled in Scotland and then spend part of its maturation stored in special casks made of mizunara, the Japanese water oak (mizu=water; nara=oak).
A trip to Japan inspired Custodian Master Blender Colin Scott to create the whisky with an Asian feel. The special mizunara casks are constructed from the wood of Japanese water oaks that are up to 200 years old. The wood is very rare and for this reason difficult to procure. It requires a great deal of craftsmanship but nevertheless lends the content wonderfully balanced notes of sweet oranges, pears, vanilla, honey and exotic spices. This composition results in a fascinating aftertaste which combines Scottish complexity and passion with Japanese elegance and subtlety.
Attractive price segment for connoisseurs and novices alike
“For the launch of Chivas Regal Mizunara, we are very pleased to be the first partner in the European travel retail market. For Gebr. Heinemann it is important that we can offer travellers innovative products from globally strong brands such as Pernod Ricard. For us, Chivas Regal Mizunara is so significant because for the whisky connoisseur it goes beyond the bog standard while still being positioned in an attractive price segment. It is therefore also interesting for whisky novices,” says Rüdiger Stelkens, Director Purchasing Liquor Tobacco Confectionery and Fine Food at Gebr. Heinemann.
Retailing at Heinemann at less than 50 euros for the 0.7 litre bottle, Chivas Regal Mizunara is a modern, trendy and easily accessible product with particular appeal for millennials as well, who as world-travelling, well-informed, young consumers are always on the lookout for something new and individual.
“The exclusive introduction of Chivas Regal Mizunara to European travel retail with Gebr. Heinemann follows its success in Japan, and reflects the growing popularity of Japanese whiskies globally. Chivas Regal Mizunara is a unique signature blend, from a hand-selection of malts – and just like the whisky, we have hand-selected the perfect partner in European travel retail, Gebr. Heinemann to showcase this unique product. We look forward to seeing travellers’ and whisky enthusiasts’ delight at getting their hands on such a one-of-a-kind blend” says Franck Lapeyre, Chief Operating Officer at Pernod Ricard Global Travel Retail.
Following major success in Japan: roll out to selected markets
Chivas Regal Mizunara was originally launched in 2013 exclusively for the Japanese market. Due to its popularity and major success, Pernod Ricard decided to roll it out in restricted quantities to other selected markets. In global travel retail Chivas Regal Mizunara is available at Heinemann Tax & Duty Free at Sydney International Airport since January 2018, amongst others.
The fact that Gebr. Heinemann’s market share is growing on a global basis is making it increasingly attractive for brand manufacturers such as Pernod Ricard to launch products exclusively with the travel retailer. With the six-month exclusivity window for the sole right to sell Chivas Regal Mizunara in the European travel retail sector, the two companies are reinforcing their special and enduring partnership.
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Copyright The Duty Free Hunter 2019