Glenfiddich Millennium vintage gets travel retail exclusiveBy Becky Paskin
William Grant & Sons has teamed up with World Duty Free Group (WDFG) and Heathrow airport to launch a limited edition Glenfiddich Millennium whisky, casked at the turn of the century.
The 12-year old vintage, laid down in 2000 and bottled in 2012, was unveiled at the WDFG stores at Heathrow last week, where it will be exclusively available for just 12 days before being rolled out to all WDFG stores across the UK.
Both BAA and WDFG have supported the launch with digital and social media as well as advertising and high profile sampling stands at Heathrow, with the same to follow at Glasgow and Aberdeen airports.
David de Miguel, global head of liquor at WDFG, said: “The product has great relevance and synergy with our ongoing ‘Celebrate 2012’ campaign, which is live in all our stores throughout the summer. Priced at £39.99 this single malt whisky will be available to all our customers, whether they are travelling within or outside the EU, so we anticipate achieving impressive sales results and significant awareness for the brand”.
To support the launch, Heathrow is holding its first ever competition on the LHR Facebook page, offering the first bottling of Glenfiddich Millennium as first prize.
Gordon Ramsay Plane Food at Terminal 5 will also serve a cocktail, starter and dessert featuring the vintage.
Its launch into travel retail follows the return of the Glenfiddich Crystal Stag installation to the WDFG store at Terminal 5, where Glenfiddich Age of Discovery II was launched in May.
Rita Greenwood, managing director at William Grant & Sons global travel retail, said the launch was a good example of how a ‘trinity’ partnership between airport, retailer and brands can work.
“We all talk regularly about the importance of collaboration between the key industry stakeholders, but rarely do we see the theory become practice.”
Around 80% of all Olympic Games visitors are expected to pass through Heathrow airport during the event, with 13 August slated to be the busiest day in the airport’s history.