WDF’s Whisky Experience under wayBy Kristiane Sherry
Dufry-owned travel retailer World Duty Free (WDF) has extended and rebranded its annual “whisky festival” campaign, named the Whisky Experience for 2016.
An annual showcase of travel retail-exclusive Scotch whiskies, the Whisky Experience will run throughout 21 World Duty Free and World of Whiskies stores across the UK from 9 March to 24 May.
During the Whisky Experience, an expected 21 million passengers will travel through WDF stores, with 150 different nationalities taking part in sampling activity.
In-store teams will lead whisky tastings, with liquid presented in cocktails, via food pairings, and neat.
Products included in the Whisky Experience include the recently launched The Laddie 8 Year Old from Bruichladdich, Port Charlotte 2007 CC:01, Talisker Neist Point, The Macallan Rare Cask Black, The Glenlivet Nàdurra Peated Whisky Cask Finish, The Singleton Glendullan Double Matured, Glenmorangie Tayne, and The Ardmore Tradition.
Speaking at a press briefing, a WDF said consumers would have the opportunity to sample the whiskies, with the Bruichladdich, Glenmorangie, Ardmore, Singleton and Port Charlotte expressions “heroes” from the wider 92-strong TR-exclusive whisky assortment.
More than 300 whiskies are currently available through World Duty Free. According to the retailer, five bottles of whisky are sold every minute, with customers buying enough liquid to fill more than 1,000 casks each year.