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Glencalvie Black launches in global travel retail

House of S.T. Bhatia has announced the global travel retail launch of new blended Scotch whisky brand Glencalvie.

Glencalvie Black
Glencalvie Black is being unveiled at IAADFS Orlando

The first two releases in the brand range will be unveiled at the IAADFS show in Orlando next month (7-10 April) following its launch in the Middle East in September.

Glencalvie Black, a blend of grain and malt Highland whiskies that have been aged for three years, is the flagship product in the new range, and is available in a variety of bottle sizes for duty free. It carries an RRP of US$18 per litre.

A more premium expression, Glencalvie Blue, is a blend of eight-year-old whiskies due for release exclusively to travel retail in June.

“We announced Glencalvie in September in the Middle East but now we’re moving in South Africa and looking at duty free distribution to really get the ball rolling internationally,” said Jim Livie, managing director of S.T. Bhatia, a subsidiary of Dubai-based Bhatia Traders.

“With our presence at IAADFS we are trying to build awareness of Glencalvie for longterm development in duty free, moving on into domestic markets such as North America and Latin America.”

The group is now also seeking additional distribution in the UK, Holland, Germany and Belgium.

The launch in global travel retail will be supported by pull-up banners and price promotions “geared to encourage consumers to buy two litres at one time”.

Glencalvie is the first private label Scotch owned by S.T.Bhatia. Its global travel retail business is handled by SEVA Group in Latin America and World of Patria elsewhere.

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