Luxury single malt whisky The Dalmore has underlined its new brand positioning and visual merchandising standards, designed to deliver a superior whisky experience for travelling consumers at the world’s finest airports.
The brand has explained that this new approach will showcase a luxurious new look and feel across all touch points globally. One of the first channels to witness this evolution is global travel retail, with the introduction of striking permanent visibility, reaffirming The Dalmore’s aspirational brand positioning – enjoy the images below.
Gillian Naylor, Global Head of Brand, The Dalmore explains, “The Dalmore is the fastest growing ultra-premium Single Malt Whisky in the world. Available in the finest outlets, it has a strong reputation amongst whisky connoisseurs as the discerning single malt with legendary depth and finesse. For this reason it is consistently ranked amongst the leading rare whisky investment choices. Our new visual identity has been developed to educate consumers on The Dalmore’s pioneering heritage of dynamic ageing and the impeccable casks which allow us to create such a sumptuous and layered single malt whisky. We have created an elevated experience for shoppers through a highly polished aesthetic, with every detail from fabric to lighting carefully considered. The new identity, like The Dalmore, contains hidden depths of storytelling and will allow us to set new standards in terms of brand experience and consumer engagement.”
At Cannes TFWA 2017 (the duty-free industry’s annual showcase event), The Dalmore unveiled its new single-minded mission, highlighting its commitment to driving forward the position and desirability of the brand in global travel retail. The first showcase of the striking new look has been in Dubai Duty Free (DDF), followed by Guangzhou Airport in partnership with China Duty Free Group (CDFG) as the first location in Asia to install the new look, and quickly followed by Taoyuan aiport in Taiwan who have opened the doors to a stunning shop in shop experience.
Dubai Duty Free in Dubai International Airport is home to striking permanent fixture displays which offer both premium style and scalability, enabling the full Dalmore range, including rare and prestigious products to feature prominently in this key location. This introduction follows 10 years of strong growth in the Middle East which has established The Dalmore as one of the leading single malts in Dubai Duty Free.
Dubai Duty Free Senior Vice President for Purchasing, Saba Tahir commented, “We are delighted to be the first retailer to display the new showcase design of The Dalmore. Whyte & Mackay, owner of The Dalmore, has once again demonstrated the right in-store presentation that will highlight this fast growing ultra-premium brand and is sure to drive good penetration and spend among travellers.”
Representing the first installation of the new premium visibility approach in Asia, Guangzhou Airport (CDFG) reflects the importance of China in terms of the brand’s footprint and growing brand appeal amongst affluent Chinese consumers.
A spokesperson for CDFG commented, “We are very pleased to see the new visibility launched in CDFG Guangzhou Airport T1. We are confident that the new design will attract the attention of new and existing consumers and connoisseurs, and allow us to drive engaged conversation and a better experience to those shopping duty free.”
One of the most recent and exciting developments has taken place in Taiwan where the new merchandising has been revealed as part of a major flagship collaboration with leading partner Everrich through a new shop in shop concept at Taoyuan International Airport. This stunning flagship store sets a new standard for The Dalmore’s visibility and execution in GTR, providing a luxurious space for consumers to learn about The Dalmore, as well as enabling the brand to further extend its appeal and presence in the region.
Micheline Wong, Travel Retail Director Asia comments, “The Dalmore is outperforming the category in travel retail Asia, with business doubling in the last 2 years. As a sophisticated malt whisky market, Taiwan represents a significant opportunity for the brand. To coincide with the opening of this experience we have the pleasure of exclusively launching The Dalmore 16YO and 19YO in Taiwan Duty Free, a symbol of our dedication to developing this market.”
An Everrich spokesperson confirmed the success of The Dalmore’s new visual merchandising concept, stating, “It’s a stunning and striking destination whisky boutique. We have been working with Whyte & Mackay for a number of years and we have consistently been impressed with their professionalism and innovative approach. As a result of this firm partnership, we are confident this immersive brand environment will have a very positive impact on our business.”
Adding to the success of the partnership, Pierre Dubus, Marketing Manager for Whyte & Mackay Travel Retail APAC commented, “This is our third major partnership between The Dalmore and Everrich, together we have created a beautiful and immersive space that will provide consumers with an enhanced shopping experience to learn about the brand. Furthermore, the store will display and retail some of the brands most sought after and highly valued products including The Constellation Collection, The Dalmore Quintessence and The Dalmore 40YO.”
The new visibility approach globally will house the core range and key special editions, giving travellers an extensive choice of exceptional single malts from The Dalmore. New fixtures will continue to roll out across major airports during 2018.
Copyright The Duty Free Hunter 2019