With examples of activations for Tullamore Dew, Monkey Shoulder and Grant’s Elementary, WGS confirms in Orlando its position as a category leader in the travel retail whisk(e)y category, using outstanding theatrical activations and category management principles to build excitement and drive footfall into retail stores –helping to grow the entire category, not just its own brands.
“Key to activations – in an increasingly competitive market – is that they are relevant to the brand and rather than stand alone, link to highly gift-able travel retail exclusive products, that together create a compelling offer,” says WGS Regional Director Stephen Corrigan. “Here in Orlando we’re showing just how effectively we can offer the best possible brand experience to travellers.” Supporting the introduction of 50cl versions of Tullamore Dew Cider Cask and Tullamore Dew Phoenix in gift cartons, the WGS booth highlights two eye-catching activations planned for this year which aim to promote both lines as gifts at a more accessible price point:
The Pip Show is a bold, stand out route designed to create interest, conversation, engagement and amusement. In a light-hearted version of the traditional ‘peep show’ concept, consumers are invited to take a peek through the spy hole and pick up the phone – they will see the Cider Cask brand story told through a black and white film reel and hear an Irish accent describing the product. In contrast, the TD Phoenix activation is designed to share the spirit of optimism shown by the people of Tullamore Dew when the town was destroyed by fire in 1785. The activation encourages consumers to print out individual ribbon messages which can be hung on a “Spirit of Optimism” peg wall (shown on the Orlando booth) or hung round the bottle neck as a gift tag.
Recently voted the world’s top trending Scotch in a poll of the world’s top 250 bars as surveyed by Drinks International, Monkey Shoulder has become a global brand, establishing itself with its premium liquid credentials and mixable drinks strategy. In Orlando, visitors are invited to discover ‘Destination Monkey’ – an activation platform that will appeal across the travel retail channel. In Orlando visitors can experience the Destination Monkey Drinks Trolley, an eye-catching display that can be positioned anywhere within the retail space for manning by a “Destination Monkey” host. As in airports, visitors will be invited to sample a Ginger Monkey and presented with a special safety card to ensure they understand the correct procedure for making and enjoying this delicious drink!
This year also sees WGS taking additional space with an adjoining booth, which will be devoted to Grant’s Elementary. The first travel retail exclusive range from the brand, this trio of age statement whiskies celebrates the ‘three hero elements’ of whisky making. Taking inspiration from the science behind whisky production, each blend champions the influence each element has on the liquid, with the age statement relating to its position in the Periodic Table of Elements: Carbon; a 6-year-old peated blend; Oxygen, an 8 year-old blended grain distilled under vacuum, and Copper, a 29-year-old blended whisky - the oldest Grant’s age statement ever released.
Alongside these three eye-catching experiences, WGS will be highlighting its new House of Hazelwood collection, inspired by family doyenne Janet Sheed Roberts, which celebrates the Art-Deco era of her heyday. House of Hazelwood comprises of three inaugural expressions: 18-year-old, inspired by Paris in the 1920s; a 21-year-old, drawing on references from Mumbai; and a 25-year-old, with Shanghai a central theme. All three whiskies prominently feature Girvan and Kininvie as well as liquid from the family’s private collection.
From The Balvenie comes the new global travel retail exclusive 21 YO Madeira Cask, replacing the current 21yo Portwood. Aged exclusively in traditional oak whisky casks for more than two decades, before being transferred to casks previously used in the production of fortified Madeira wine for a further period of maturation, Malt Master David Stewart samples the liquid regularly to ensure the final note is characterized with vanilla, oak and honey, finishing with a layer of rich spice.
Continues Corrigan: ‘The exceptional combination of GTR exclusive products and gifting opportunities across our portfolio of whiskies, brought to life with theatrical and captivating activations offers a truly compelling offer for retailers both across the Americas and globally.
“The Americas is a key tactical region for our global travel retail strategy and our focus is to continue growing our core brands with emphasis on the Single Malt and Premium Gin categories where we as a company play such a major role, whilst supporting our fast developing brands Monkey Shoulder, Sailor Jerry and Tullamore Dew. In addition to airport retail, we are also very focused on growing our cruise line business; which is one of the fastest growing tourist channels in the world.
“The Duty Free Show of the Americas a highly valuable event at which we can showcase our portfolio and meet with our regional and global partners. This year visitors to our booth will be able to see for themselves why William Grant is the perfect partner for growing the whiskies category in 2016.”
ENDS
William Grant & Sons – Booth 100
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