William Grant & Sons returns to Orlando this year for the IAADFS Duty Free Show of the Americas, where it will be presenting the latest concepts in its travel retail portfolio within a booth conceptualized to give existing and potential buyers the same engaging experience as it does travelling consumers (Booth 100/110).
The main highlight will be the newly refreshed packaging for the Glenfiddich Cask Collection, which remains exclusive to global travel retail. The series, which is based on the Solera vat process pioneered by Glenfiddich in 1998, has been reworked to provide clearer shelf stand out, improved consumer appeal and help better signpost Glenfiddich. First shown to key buyers at the TFWA World Exhibition in Cannes last October, with first roll out planned from April, the stronger, bolder, more contemporary look was extremely well received. “We were very encouraged by the response in Cannes and are confident of a similar response from the Americas, where Glenfiddich is a core brand for us both North and South,” says Ed Cottrell, Managing Director GTR. For the Select and Reserve Cask, shades of blue were chosen to reflect a step up between the two and encourage consumers to trade up, repeated on the labels and foil caps, while the Vintage Cask features copper colouring.
The Glenfiddich Cask Collection will have a separate dedicated feature area on the William Grant booth, where visitors to the show can engage directly with the range, sampling each of the expressions and learn more about the brand concept.
The main booth sees a focus on Drambuie, Hendrick’s and Monkey Shoulder. Drambuie Scotch Liqueur was given a makeover at the end of 2016 with new packaging inspired by the brand’s 270 year history starting to show up on shelves in the region during the first half of 2017. The new bottle styling is a modern interpretation of classic design and is cast in dark amber glass, topped with Drambuie’s signature red cork closure. With its own feature wall at the Duty Free Show of the Americas, Drambuie is seen as a hidden gem in the WGS portfolio, with tremendous potential given the current classic cocktail resurgence.
In celebration of the upcoming World Cucumber Day on the 14th of June, William Grant will be bringing back the quirky ‘Master Serve ‘O’ Matic’ bicycle, which delivers the perfect slice of cucumber to accompany a ‘Hendrick’s & Tonic.’ The bicycle unit, along with floor and wall graphics, is designed to bring the Hendrick’s brand to life in a fun and innovative way and is a perfect example of WGS’s belief in high impact, experiential activations that bring alive its brand essence in positive and engaging ways.
The back wall of the stand is devoted to Monkey Shoulder, which continues to perform extremely well in the Americas. It’s positioning of “100% Made for Mixing” supports its versatility as a premium Blended Malt whisky that can be enjoyed on its own or in cocktails. Visitors can enjoy some of the classic Monkey Shoulder cocktails from the bar area, along with other drinks from the wide portfolio.
Says Richard Bush, Regional Marketing Manager: “2016 was a challenging year in the Americas due to a number of factors, including the strong US dollar and devalued local currencies, the severe economic downturn in South America and the ongoing political crisis in Brazil. In spite of these obstacles, we were able to hit and even exceed our sales targets and ended up well ahead of 2015. While we are still facing a lot of the same headwinds and it’s sure to be another challenging year, we remain optimistic and motivated at the start of 2017.
“We are excited to be exhibiting once again at the Duty Free Show of the Americas, it is a highly valuable event for us and we look forward to meeting with our regional and global partners both to discuss our 2017 portfolio and to show how WGS brings its brands to life with exciting, engaging and educational activations that suit the DNA of each individual collection.”
ENDS
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