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Royal Brackla heads to Korea with TR activation
Bacardi Global Travel Retail has partnered with The Shilla Duty Free Seoul in Incheon airport to introduce travellers to the Royal Brackla Scotch whisky portfolio.
The Royal Brackla TR activation in Incheon airport is open until the end of May 2016
The firm has positioned at three-month activation at the front of the store that will run until the end of May and feature the single malt Scotch whisky brand’s 12-, 16- and 21-year-old expressions, which are now available in the Korean market.
Shoppers are able to take part in tutored tastings with brand ambassadors at the activation space, which also features branded light boxes and a video depicting the history of Royal Brackla.
“We are immensely proud to bring Royal Brackla to Korea in partnership with The Shilla Duty Free Seoul,” said Vinay Golikeri, regional director Asia-Pacific, Bacardi Global Travel Retail.
“Korea is an important market for us and the quality of this store is a stunning backdrop for this, our most regal single malts, which is being so well received by Korean and Chinese shoppers at Incheon.
“We know from our detailed research that these shoppers, who are at the second stage of luxury, are highly motivated by their personal discovery of aged single malts with authentic brand intrinsics and heritage such as with Royal Brackla.
“These attributes are key purchase triggers. Through our aged whisky portfolio, we are committed to playing a lead role in unlocking the $40m incremental opportunity that exists in GTR whisky.”