Travel retail highlights

Glenmorangie extends travel retail reach

It sounds like a tall story and in fact it is. What has a giraffe got to do with single malt whisky brand Glenmorangie? The answer is revealed in a vibrant activation, which recently debuted at DXB and Hong Kong International airports, that celebrates the travel retail-exclusive release of three whiskies.

It turns out that the giraffe is a reference to the giant eight-metre high copper stills at Glenmorangie Distillery. In the activations a model giraffe not only welcomes travellers to the space but provides a memorable photo opportunity backdrop.

The three new expressions – Glenmorangie Accord, Elementa and Tribute – are displayed in bright cabinets, in an activation space that aims to reveal the new identity of the whisky brand.

Following the initial releases with Dubai Duty Free and Duty Zero by cdf, the trio are now being introduced into airports globally.

Assessing traveller reaction, Dubai Duty Free Executive Vice Chairman & CEO Colm McLoughlin commented: “The displays are very prominent and eye-catching [and] the sales are doing very well.”

The new identity of the whisky brand was revealed through activations at DXB and Hong Kong International Airport

The Moodie Davitt eZine

Issue 275 | 23 January 2020

The Moodie Davitt eZine is published 20 times per year by The Moodie Davitt Report (Moodie International Ltd).

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