William Grant goes ‘experiential’ in Orlando

William Grant & Sons (WGS) will use the IAADFS Duty Free Show of the Americas next month to demonstrate a number of “experiential” brand activations.

A House of Hazelwood activation at Paris Charles de Gaulle airport

The company says it will use the Orlando show to “confirm” its position as a “category leader” in travel retail whisk(e)y by using activations and category management principles to build excitement and drive footfall.

“Key to activations – in an increasingly competitive market – is that they are relevant to the brand and rather than stand alone, link to highly giftable travel retail exclusive products, that together create a compelling offer,” says Stephen Corrigan, WGS regional director.

“Here in Orlando we’re showing just how effectively we can offer the best possible brand experience to travellers.”

In support of Tullamore Dew’s new 50cl gift carton formats for its Cider Cask and Phoenix expressions, WGS will feature two brand activations on-stand. The Pip Show is described as a light-hearted version of the traditional ‘peep show’ concept, where consumers can ‘peek’ thought a spy hole and pick up a phone to see and hear the Cider Cask brand story. Meanwhile, the TF Phoenix activation encourages consumers to print out individual ribbon messages to be hung on a “Spirit of Optimism” peg wall (as seen on-stand). The concept was designed to share in the optimism showed by Tullamore Dew residents when the town was destroyed by fire in 1785.

Monkey Shoulder blended malt will also be on the WGS stand alongside the “Destination Monkey” activation. The Destination Monkey Drinks Trolley can be positioned anywhere in the travel retail space, manned by a Destination Monkey host. In airports, consumers will be invited to sample a Destination Monkey serve from the trolley and presented with a “safety card” with cocktail details.

Launched in Cannes at the TFWA World Exhibition in 2015, Grant’s Elementary will join the Orlando line-up. The first travel retail exclusive range from the Grant’s brand will be showcased on an additional stand, celebrating the “three hero elements” of whisky making. Similarly newly launched, House of Hazelwood blended Scotch whisky will be available to view on-stand.

Rounding off the product news, The Balvenie’s new 21 YO Madeira Cask will be on display. The ex-Madeira wine cask-finished expression will replace the current 21 YO Portwood in global travel retail.

The Balvenie 21YO Madeira Cask, as launched recently in Singapore

“The exceptional combination of GTR exclusive products and gifting opportunities across our portfolio of whiskies, brought to life with theatrical and captivating activations offers a truly compelling offer for retailers both across the Americas and globally,” continued Corrigan.

“The Americas is a key tactical region for our global travel retail strategy and our focus is to continue growing our core brands with emphasis on the single malt and premium gin categories where we as a company play such a major role, whilst supporting our fast developing brands Monkey Shoulder, Sailor Jerry and Tullamore Dew. In addition to airport retail, we are also very focused on growing our cruise line business; which is one of the fastest growing tourist channels in the world.

“The Duty Free Show of the Americas a highly valuable event at which we can showcase our portfolio and meet with our regional and global partners. This year visitors to our booth will be able to see for themselves why William Grant is the perfect partner for growing the whiskies category in 2016.”

William Grant & Sons will be present at the IAADFS Duty Free Show of the Americas, stand 100/110. The event takes place at the Orlando World Center Marriott from 3-6 April.