John Dewar & Sons launched a travel retail exclusive in Singapore back in 2015 as part of their Fine Whisky Emporium.
Aultmore’s ‘Foggie Moss Speyside Single Malt’ was presented in a very unique way. Moss and humidified air to represent the fog were used in a display to highlight the characteristics of the distillery and to show that the water source for Aultmore produce is filtered through heather and gorse. The display aimed to recreate the natural surroundings of the distillery which is located off the ‘Buckie Road’, an infamous route used by smugglers in times gone by. The distillery is so isolated that it is located in an area of Scotland known as ‘Scotland’s Bermuda Triangle’
The single malt has been given ‘Top Class’ status and is available in 12, 18 and 21 years old. The latter only being available in travel retail outlets. Dewar’s, as well as many other big players in the Scotch whisky market, see Asia as a huge and ever-growing market. This means in recent times and the years to come, there have been and will be many more exclusives from various brands and the Asian market.
Global travel regional director, Irving Holmes Wong said ‘We’re delighted to launch Aultmore into Asia via travel retail. This is an exceptional single malt with a delicate flavour profile we know will be enjoyed by Asian malt lovers and collectors. It’s rarity and great heritage play to the purchase motivations of shoppers at the second stage of luxury who are seeking to discover something new and outside the mainstream. The Barcardi sing malts strategy is driving category growth and, with Aultmore under the halo of Dewar’s as the worlds most awarded blended scotch, we are confident of further acceleration.’