Following the recent introduction of Grant’s Elementary, a range of three distinctive blended Scotch whiskies which reveal the scientific precision behind traditional whisky-making, William Grant & Sons has partnered with Lagardère Travel Retail to launch the new collection in key French airports.
The new range (see previous post), which is exclusive to premium travel retail stores, has been available in Paris Charles de Gaulle, Paris Orly, and Nice airports since 19th January. Each airport gives its passengers a unique and exciting range of promotional merchandise and activations that aim to take them through a journey to experience ‘Whisky in its Element’. Currently only Grant’s 6yo Carbon and Grant’s 8yo Oxygen are available to purchase, but any travellers passing through the three airports will get a sneak preview of Grant’s Copper 29yo, which is due to be released for purchase later this year.
Dependent on the space at the airports, passengers are either greeted by a Grant’s branded Wall and Bar, an Elementary Mixology Mobile Trolley or an Elementary Tasting Table. Each experience gives passengers the chance to learn about the three elements and the roles they play in creating the unique flavours in the whiskies that comprise the range. The use of educational graphics, an enthusiastic mixologist dressed in an Elementary branded lab coat and a variety of scientific equipment combines to create an authentic laboratory feel. There is also the opportunity to take part in an individual tasting experiment, which allows passengers to try the whiskies.
The eye-catching bar and graphics take inspiration from the periodic table – each age statement relates to the relevant element’s atomic number and position in the Periodic Table of Elements – and with a backlit graphic showing off the three whisky bottles, passengers are sure to remember this remarkable brand experience.
The addition of a wall that showcases each bottle with a physical representation of the element preserved within a resin block gives each experience an edge, with charred oak for Carbon, bubbles for Oxygen and sacrificial copper for Copper. A molecule-inspired executive kinetic item creates an element of movement within the otherwise static displays.
Andre de Almeida, WGS Director Europe Travel Retail, adds: “The introduction of Grant’s Elementary is a milestone for William Grant & Sons, drawing on aged stocks that have been accumulated over 125 years to produce three very distinctive whiskies. Supporting this new launch with eye-catching, exciting activations is essential to ensure these three amazing whiskies are properly showcased to consumers. The main aim of the promotional merchandise and activations is education. We want to explain to all travellers how and why these three whiskies are unique – and do it in a way that is both fun and exciting, something I feel we have definitely achieved.”
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