Dalmore unveils brand ‘evolution’ in travel retail

16th March, 2018 by Amy Hopkins

Single malt Scotch The Dalmore is seeking to offer a “superior whisky experience” with its new brand positioning in travel retail.

Taoyuan Airport in Taiwan will showcase The Dalmore’s new brand positioning in travel retail

The new positioning will roll out across all channels, starting with global travel retail, which will showcase a “new look and feel across all touch points” for The Dalmore.

Gillian Naylor, global head of brand, The Dalmore, said: “Our new visual identity has been developed to educate consumers on The Dalmore’s pioneering heritage of dynamic ageing and the impeccable casks which allow us to create such a sumptuous and layered single malt whisky.

“We have created an elevated experience for shoppers through a highly polished aesthetic, with every detail from fabric to lighting carefully considered.

“The new identity, like The Dalmore, contains hidden depths of storytelling and will allow us to set new standards in terms of brand experience and consumer engagement.”

The new brand positioning and visual merchandising concept was first unveiled by Dubai Duty Free (DDF) at Dubai International Airport, followed by Guangzhou Airport in partnership with China Duty Free Group (CDFG) and Taoyuan Airport in Taiwan.

The Dalmore’s business in Asia has doubled over the last two years. The brand claims to be the fastest growing ultra-premium single malt whisky in the world.

In October last year, The Dalmore Paterson Collection, which at £987,500 (about US$1.3m) was the world’s most expensive set of Scotch whiskies, finally sold after spending more than four years on shelf.

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