Edrington opens multi-brand store at Puttgarden
Edrington EMEA Travel Retail (ETR) has opened a new shop-in-shop at Scandlines’s Puttgarden store in Germany, offering The Famous Grouse, Highland Park and The Macallan.
The shop-in-shop is located within the largest border store in the world, at the crossing with Rødby in Denmark. The activity builds on the “strong momentum” Edrington has built in the region, the company says.
The Famous Grouse area features an interactive tasting wheel to guide consumers through the product range, and there is a strong focus on “naturalness”.
In the Highland Park space, a wooden wall brings the Warrior Series, a range inspired by the Orkney distillery’s Norse heritage, to life, while travel retail exclusive release, King Christian I, has a dedicated area. There are only 300 bottles remaining in the global channel, with the expression adding a premiumisation focus to the brand.
The store also features a Macallan space, inspired by the new distillery that will open in 2018. Scandlines visitors will get a preview of the distillery visitor centre experience, with designelements focusing on the small stills used in distillation at the oak selected by the brand’s master of wood for maturation.
“We are delighted to offer the consumers at Scandlines the opportunity to interact with our brands in such an engaging way,” said Kasper Andersen, Edrington Travel Retail commercial director.
“The various elements in our shop-in-shop are closely tied to the heritage of our brands and the unique flavour profiles of our products, while the product assortment is varied and differentiated. The Famous Grouse, Highland Park and The Macallan all have strong consumer loyalty in the region, and our collaboration with Scandlines at the world’s largest border shop will play a significant role in the ongoing development of these brands.”
Mark Winslow, Scandlines vice president – category management retail, added: “We are really pleased with our strong collaboration with Edrington. The new space looks absolutely outstanding and contributes to a superior shopping experience for our customers.
“The new design has taken the consumer experience to a new level and already during the first days we have received a lot of positive feedback from both customers and the shop crew.”
The store was officially opened on 31 March, where participants received a tour of the shop-in-shop, tasted The Macallan Rare Cask Black, and had the opportunity to pick up a Special Offer Grand Opening Bag.