The Dalmore, recognised as the pinnacle of luxury by modern luxury consumers* is set to release an exquisite new expression from its prestige single malt Scotch whisky collection.
The Dalmore King Alexander III– the only six-cask finish single malt in the world – is releasing a travel retail exclusive version in July. It will be first introduced to travel retail buyers at the upcoming TFWA Asia Pacific Exhibition in Singapore (Basement 2-N2)
Whyte & Mackay Travel Retail Director Richard Trimby explains: “The Dalmore, with its impressive collection of rare and exclusive expressions, has fuelled the malt category growth globally by recruiting and trading up modern luxury shoppers, making it the fastest growing Top 10 Malt over the last 10 years by value**. This success has been achieved by attracting modern luxury consumers seeking exceptional products, elevated experiences and the perfect gift.”
Whyte & Mackay Head of Marketing GTR Clarisse Daniels says: “Building on our track record for being the #1 for luxury gifting and driving incremental category growth and global premiumisation, the travel retail exclusive King Alexander III edition is guaranteed to allure the modern luxury consumer by meeting their desire for exclusive products, authentic stories and by representing the perfect gift, whether as a self-treat or for someone else.”
The launch will be supported by omnichannel campaigns in key travel retail locations around the world. These will include digital discovery plans to drive consumers to duty-free stores, captivating physical and digital experiences instore to convert shoppers into buyers and a series of interactions and experiences instore offering ‘retailtainment’ for shoppers open to engage with brands during airport dwell time.
Leveraging the expertise of The Dalmore’s masterful cask curation, the TRX edition showcases casks from only the most storied vineyards from the most iconic wine appellations in the world. These noble casks possess unparalleled character in the world of wines, and only they can lend their flavour to release the endless potential within The Dalmore.
Each cask lends its spirit: scarce Sauternes casks offer a rarer, sweeter side of the iconic Bordeaux wine; Amarone casks, the carefully nurtured patriarch of the famous Valpolicella wine region, impart their sophistication; and finally, Portuguese red wine barriques from the Douro Valley shine with their distinct finesse and quality.
The majestic result of this noble assemblage of spirit is an extraordinarily velvety, full-bodied and complex flavour profile. This exceptionally unique whisky was crafted to an exquisite standard by Master Whisky Maker Gregg Glass, whose remarkable talent was recently recognised when he was awarded the coveted Master Distiller of the Year title in the Icons of Whisky Awards 2023.
The new King Alexander III TR exclusive comes in a smart and eye-catching premium cream-coloured presentation box with silver The Dalmore stag raised details, sure to appeal to both gifter and recipient.
The campaign, based on the theme ‘A gift from a King’, reinforces The Dalmore’s positioning as exceptionally giftable.
Daniels adds: “The Dalmore is the only Whisky that can own this space and honestly claim that it is a gift from a King himself. It is a statement for both giver and receiver: with The Dalmore, you can give the gift of potential, the ultimate gift from a King.”
Trimby concludes: “The Whyte & Mackay travel retail team is very much looking forward to the TFWA Asia Pacific show, always a key event in our calendar, given its significance for Asian travel retail. To be going there with such great news from The Dalmore to share with buyers and other visitors heightens our excitement about our appearance in Singapore.
‘The Dalmore is a driving force in Asia Travel Retail (3rd biggest malt in value**) and really resonates with the Asian shopper looking for rare and distinctive gifts. This new travel exclusive expression is sure to attract the luxury shopper driving the growth in the region.
“We will also be sharing exciting news from our house of pedigree single malt, including news from the No1 single Malt brand in the UK, Jura and its Islanders’ Expressions Limited Edition, Tamnavulin, the fastest Growing Single Malt 2021 (+144% 21 v 19**) and Fettercairn, the single malt with a unique distillation process appealing to the whisky curious looking to discover new flavour experiences.”
TASTING NOTES
The Aroma: Red berry fruits and hints of passion fruit
On the Palate: Citrus zest, vanilla pod, crème caramel and crushed almonds
Finishing Notes: Cinnamon, nutmeg and ginger
*Source: Oct 2021 Kantar brand equity research
**Source: IWSR
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