Bacardi Global Travel Retail, in partnership with The Zon Duty Free, has opened a pop-up execution of its John Dewar & Sons Fine Whisky Emporium, located within the International Arrivals Hall at Kuala Lumpur International Airport. The pop-up is running throughout November and December 2015.
Prominently situated to attract the attention of travellers using the busy Arrivals area, the Emporium prominently displays the DEWAR’S range and offers stand-out appeal to all Scotch whisky lovers. The range comprises six single malts: ABERFELDY 21YO, 18YO (travel retail exclusive) and 12YO, GLEN DEVERON 30YO, 20YO and 16YO (the complete range of travel retail exclusives). In addition several age statements from the DEWAR’S range are presented: DEWAR’S Signature, DEWAR’S 18 YO, DEWAR’S 15 YO (Travel Retail exclusive), DEWAR’S 12 YO.
Bacardi believes there is strong potential for future growth in malts in Malaysia, principally due to the high proportion of shoppers at the second stage of luxury. Bespoke, commissioned whisky research demonstrates that these shoppers are motivated by the discovery of rare, aged malts which have strong brand provenance and stories. Bacardi’s range of malts and blends ABERFELDY, GLEN DEVERON and DEWAR’S, are perfectly positioned in this future growth area by offering strong brand intrinsics, age statements and authentic provenance and great heritage clearly targeting these second stage of luxury shoppers
Brand ambassadors guide shoppers through tutored tastings to help discover the malt that best suits their taste. Arrivals shoppers are enjoying taking their time to browse, sample and explore the DEWAR’S range in detail and to understand the importance of age statements in both the single malts and DEWAR’S aged blends.
Irving Holmes Wong Regional Director Asia-Pacific and MEA, Bacardi Global Travel comments: “We are delighted to bring the John Dewar & Sons Fine Whisky Emporium to KLIA with The Zon Duty Free, building on the success we’ve had elsewhere at airports in South East Asia. Malt shoppers are showing tremendous enthusiasm for this Emporium experience, thanks to the professionalism of the brand ambassadors who, through on the spot malts coaching, are guiding them to find their perfect whisky solution, wrapped up in a beautiful store environment that epitomises the wonderful heritage of the Dewar’s family.”
Chuah Teck Tiong, General Manager, The Zon Duty Free adds: “There’s no doubt that the John Dewar & Sons Fine Whisky Emporium is a great footfall driver to our Arrivals store. The DEWAR’S brand ambassadors are doing a fantastic job at bringing to life this important category. Pop-ups add intrigue and invite exploration and we’re pleased to see the sales impact it is having on the whisky category as a whole.” Qualifying purchases are rewarded with premium travel bags as GWPs.
