Dewar’s brings 12 aged Scotches to SchipholBy Kristiane Sherry
Bacardi Global Travel Retail (GTR) is running its John Dewar & Sons Fine Whisky Emporium at Amsterdam Schiphol Airport throughout the festive season, with a focus on 12 aged Scotch expressions.
Situated in the prime retail space in Gebr. Heinemann and Schiphol Airport Retail’s shop-in-shop, the activation features 12 aged blends and single malts.
Dewar’s blended is a central focus alongside Aberfeldy, the second fastest-growing single malt in global travel retail at 59% growth, according to IWSR figures.
The full range available in the “luxury showcase” includes Dewar’s 12YO and 15YO; Royal Brackla 12YP, 16YO and 21YO; Aberfeldy 12YO and 18YO, Craigellachie 13YO and 19YO; and Glen Deveron 16YO, 20YO and 30YO.
Retail ambassadors will be on-hand to present the malts in flights presented on a wooden stave, while encouraging shoppers to gift the whiskies for the holiday season.
Personalised gift-with-purchase luggage tags will be available with spends exceeding €59.
“The John Dewar & Sons Fine Whisky Emporium is designed to appeal to a range of shopper need states,” said Aude Bourdier-Rocourt, regional director Europe, Bacardi Global Travel Retail (pictured).
“With a comprehensive choice of aged blends and single malts, fascinating brand intrinsics and a range of flavour profiles and price points, we are enhancing the appeal of Dewar’s to a wide demographic. This shop-in-shop at Schiphol is a fantastic site, prominently positioned and highly visible from many angles. We’re delighted with the interaction we’re having with travellers and the conversion rates delivered.”
Rüdiger Stelkens, purchasing director liquor, tobacco, confectionery and fine food, Gebr. Heinemann, added: “This is a perfect campaign for the Christmas period appealing jointly to whisky lovers and to shoppers looking for a special gift from their travels.
“The presentation of the Dewar’s range from the stave draws people in for a closer look and to explore the offer for themselves. This approach creates a connection with the shopper, adding instant ‘added value’ to their experience with Gebr. Heinemann.”