Delhi Duty Free and William Grant & Sons team up in exciting Mega Promotion

July sees highly focused brand activity for William Grant & Sons’ Glenfiddich and Grant’s Scotch Whiskies with Delhi Duty Free, India’s leading travel retailer.

For the first time in the Indian Sub-Continent, William Grants & Sons is running an exciting ‘Mega Promotion’ during the month which offers passengers the chance to win a fantastic portable home bar each week through a lucky draw. Entry is possible with every purchase worth US$80 from either the “Glenfiddich” range or “Grant’s Family Reserve family”.

This consumer engaging promotion is orientated on product information aimed at educating consumers on each brand variant and covers the entire Glenfiddich and Grant’s ranges. With the clever use of dividing walls, bottles can be displayed in an impactful ‘museum’ style, clearly displaying the vintage year and including tasting notes. This allows for a clear division between standard and higher end vintages and enables those expressions which are Travel Retail Exclusive to be visibly displayed as such. Housed in the wall is a screen which shows the Glenfiddich story, selling the rich history associated with the brand to consumers.

In addition, for the first time at Delhi Duty Free, aroma cones for each variant are included within the display to enable consumers to have their own nosing experience.

Says William Grant & Sons’ Head of Sales-India Sub Continent, Neeraj Sharma: ‘Retail experience within the Indian Subcontinent has evolved hugely in global travel retail and that has been largely led by DDFS who has undertaken pioneering efforts in this regard. As a step in this direction, we are doing the mega promotion in July which offers a mix of consumer education through product nosing & attractive gifts with purchases, with the mega prize of a designer Glenfiddich home bar.”

Glenfiddich is the leading Single Malt at Delhi Duty Free and, adds Sharma: ‘The trend today is for consumers to stock a Single Malt range at home for personal consumption and enjoyment. So it makes perfect sense to have a prize such as the Glenfiddich Home Bar. We are very grateful to DDFS for giving us this wonderful opportunity.’

Mr. Steve O Connor, CEO, Delhi Duty Free Services Pvt. Ltd, said “Glenfiddich is one of the finest brands in the Single Malt segment and William Grants products in general have always received a good response at Delhi Duty Free. Travellers from all over the world find fervour with this brand. We at Delhi Duty Free have always endeavoured to provide the best of offers and promotions to our customer. And this is first of a kind initiative & will create excitement for the true whisky connoisseurs where they can win a portal bar.”

Notes to Editors

• William Grant & Sons is an independent family-owned distiller founded by William Grant in 1886 and today still controlled by the fifth generation of his family. The Company distils some of the world’s leading brands of Scotch whisky, including the world’s favourite Single Malt Glenfiddich, the handcrafted range of The Balvenie Single Malts and the world’s oldest family blend, Grant’s, as well as selected other spirits, including Hendrick’s Gin, voted the ‘World’s Best Gin’ by the Wall Street Journal.

• According to recent IWSR results, Grant’s is now the world’s number three in retail value. The move onto podium reaffirms Grant’s’ credentials as a key player on the world whisky stage. Over the last five years, Grant’s has consistently grown ahead of the category, achieving in 2010 worldwide sales of 4.8 million cases and retail value of over $1bn.
• Visit www.williamgrant.com for more information on the Company and its brands

About DDFS

DDFS is a single largest duty free retail operator in India operating out of T3, the 6th largest single terminal building in terms of floor area. The company was awarded the concession to manage and operate the Duty Free Shops at Terminal 3, Indira Gandhi International Airport in Delhi. As India’s progressive economy continues to grow, DDFS sees an exciting opportunity within the airport retailing business ensuring Delhi Duty Free is established as one of the world’s prominent travel retail shopping experiences and destination.