Liquor News
Pernod Ricard Pacific Travel Retail launches Chivas Regal’s World’s First Luxury Whisky campaign in Australia With Chivas Regal introducing World’s First Luxury Whisky, Pernod Ricard Pacific Travel Retail is supporting the global travel retail campaign with a special activation at Brisbane International Airport with Nuance Australia. The activation is located in the F1RST Tax & Duty Free store in departures and runs until October 27, 2013. The Chivas World’s First Luxury Whisky activation in Brisbane includes a projection animation of a film set from the streets of New York on an impressive 2 m x 3 m screen; the first of its kind in the region. The activation pays tribute to the history of the brand as the first luxury blended whisky in the world. The animation is supported with special offers in-store for the Chivas range, including Chivas Regal 25YO, 18YO, The Chivas Brothers’ Blend and Chivas Regal 12YO. “We’re really excited to launch the Chivas World’s First Luxury Whisky campaign in such a dynamic way in Brisbane International
The Chivas World’s First Luxury Whisky activation in Brisbane includes a projection animation of a film set from the streets of New York on an impressive 2 m x 3 m screen
Airport,” says Pernod Ricard Pacific Travel Retail Senior Brand Manager Kate Maxwell. “I think this oversized movie projection will create strong brand visibility for Chivas and provide our consumers with a new level of engagement.” Kathryn Martin, Nuance Australia’s Category Manager – Liquor, says: “Our customers are looking for more theater and opportunities to interact with our products in-store. Nuance Australia is delighted to be hosting this innovative activation, which gives our customers at Brisbane airport the chance to learn more about the Chivas story and develop a deeper connection with the Chivas brand.”
The Famous Grouse drives sales in India with giant promotion The Famous Grouse has retained the Guinness World Record for producing the world’s largest bottle of whisky, which was awarded to the brand in August 2012. A replica of the giant bottle arrived in India in early August and was installed in the departures duty free shop at Hyderabad International Airport. The Famous Grouse giant bottle is showcased in a special high profile display with a branded wall backdrop where traveling consumers can have their photo taken next to the bottle. A permanent gondola display is also in place to present The Famous Grouse, The Famous Grouse Gold Reserve 12 year old, The Black Grouse and The Black Grouse Alpha Edition. Consumers purchasing a bottle of The Black Grouse Alpha Edition and either a bottle of The Black Grouse or Gold Reserve will be presented with a free travel bag. After display at Hyderabad until the end of December 2013, The Famous Grouse giant bottle will be showcased at various airports around the country over the course of 2014. “It is an honor to be the first outlet in the ISC region to display The Famous Grouse giant bottle,” says Anjan Kumar Mahato, Category Manager, Hyderabad Duty Free. “We thank Edrington for giving us the opportunity to run this campaign and the excellent work that they have done on creating the visuals. We also thank Bommidala Enterprises, authorized distributors for Edrington, which has worked closely on this project and made the campaign successful.” 84
The original huge glass bottle of The help us to drive growth in sales of The Famous Grouse, which was declared the Famous Grouse in India,” Wong continued. largest bottle of whisky in the world by “The giant bottle makes a stunning centeran adjudicator from the Guinness Book piece to our display, it draws the passengers of World Records in August 2012, is on into the store for photos, it raises the profile display at The Famous Grouse Experience of The Famous Grouse variants and thereby at Glenturret Distillery in Scotland. Standing increases sales both of the standard blend 1.65 m tall and weighing a quarter of a ton, and of the premium expressions.” the giant glass bottle holds 200 liters of whisky, equivalent to 8,000 drams, and is an exact replica of The Famous Grouse’s iconic bottle. It was blown by Czech glass manufacturers BOMMA. “The Famous Grouse is the 10th largest brand in travel retail in IWSR’s top 100 wine and spirits brands and its importance in Asia is growing,” says Claren Wong, Regional Marketing Manager – Asia Travel Retail, Edrington. “India is a market which offers lots of potential for this high quality blended Scotch and we have therefore arranged with some key retailers to put it center stage. Its reputation is immense and now we have the larger-than-life bottle to prove it. “With this unique, recordThe Famous Grouse giant bottle is breaking bottle of The Famous showcased in a special high profile Grouse we have an exceptional display with a branded wall backdrop where traveling consumers can have promotional mechanism which, their photo taken next to the bottle combined with the ongoing personalized bottle promotion, will
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