The Dalmore will enhance its position as the gift to give this holiday season with two special limited-edition releases to mark Chinese New Year.
In recent years, The Dalmore has enjoyed rapid growth in the travel retail market, becoming the fastest-growing Single Malt in the sector and the fifth largest Single Malt in travel retail
This impressive performance is driven by their restless pursuit of the perfect whisky, reflected in their continued release of rare and limited edition Single Malts. In the last decade The Dalmore has invested to secure their position at the prestige end of the category, with luxurious packaging and product aimed at the travelling shopper and gift buyer.
To mark Chinese New Year in 2020, The Dalmore has released a 28-Year-Old Limited Edition, a magnificent Single Malt Whisky matured in American white oak ex-bourbon casks and Graham’s Tawny Port pipes. Only 1,300 bottles have been created. 300 will be made available exclusively in Asia travel retail, with the 70cl bottle at 51.8% ABV and priced at US$1,800.
The Dalmore’s holiday gifting appeal will be further enhanced by the creation of a special edition pack for its King Alexander III edition, which has reached iconic status as a gift in the travel retail market.
Richard Trimby, Travel Retail Director at Whyte & Mackay says: “Whyte & Mackay is dedicated to ongoing innovation and supporting customers with impactful and exciting special editions which drive penetration, conversion and spend. This is what has made the company such a driving force in this market and sector today.
“Both of these offers have been extremely well received by our retail partners around the world as they look to make the most of the opportunity presented by Chinese New Year to satisfy Asian travellers with the ideal gift to mark the holiday.”
The release of the 28YO edition and the King Alexander III special pack will be supported by high-profile and eye-catching activation campaign, with dedicated in-store stands in key airports such as Taiwan Taipei, Singapore Changi, Hong Kong International Airport, Vietnam, Macau, China, Dubai International Airport and London Heathrow Terminal 3 and amplified on social media.
“This campaign will bring these stunning Limited Editions to life in a creative way, attracting the traveller to the store where shoppers can discover the perfect gift in The Dalmore,” Richard Trimby adds.
“At The Dalmore, Chinese New Year, is an incredibly important time for us and our consumers. We are committed to continue to offer very special Limited Editions. For us each whisky we release is the next step in our journey to produce the perfect whisky.”
Copyright The Duty Free Hunter 2020