Bacardi in China
Bacardi underlines vital role of China market with Teeling Vintage Reserve launch
We report on the latest premium brand developments by Bacardi in the China market, including the launch of a rare and fine Irish single malt whiskey.
Bacardi Global Travel Retail (GTR) has launched the Teeling Whiskey – The Vintage Reserve Collection exclusively with China Duty Free Group (CDFG) in Hainan as the drinks group deepens its commitment to the vital China market. Bacardi GTR has been investing heavily in its ambition to build a strong following among whisky explorers and enthusiasts in China, led by its presence and investment in the Hainan offshore duty free market.
Captivating the consumer with niche, luxury spirits: The new Teeling expression is presented through China Duty Free Group in Haikou
The Teeling Vintage Reserve Collection launch is supported by a two-month high-profile promotion, running to the end of February 2022, at CDF Haikou Duty Free Shop in downtown Haikou. A series of hand-selected casks chosen by the Teeling family for their distinctive characteristics, Teeling Whiskey – The Vintage Reserve Collection comprises three aged expressions offering whiskey enthusiasts some rare and fine Irish single malt whiskeys. These include a 38 Year Old Single Malt Very Rare Cask, a 32 Year Old Single Malt Rum Cask and a 2001 Vintage Reserve Single Cask (full details below).
Bacardi GTR is maximising its engagement with investment in physical and digital reach
Bacardi Global Travel Retail Managing Director Vinay Golikeri said the launch is a significant one for the brand and the company. “Irish whiskey is still a new and evolving category in China and it’s a very exciting one that is fast gaining a following amongst contemporary whiskey drinkers, especially in first-tier cities. “Teeling appeals to the new generation because it is new and different with an accessible style and taste that suits the Chinese palate, underpinned by its award-winning credentials. China has the potential to quickly become one of the largest markets for Irish whiskey and this partnership with China Duty Free Group in Hainan is a powerful launch-pad for Teeling Whiskey – The Vintage Reserve Collection.”
The personal touch: Jack Teeling hails a bright future for Irish whiskey in China
Jack Teeling, Founder of Teeling Whiskey Company, added: “We are extremely proud to release some of the oldest ever bottlings of Irish single malt with our Vintage Reserve Collection. The opportunity with China Duty Free Group in Hainan is the perfect potential to build on our success to date in China, extending our footprint to reach the new wave of whiskey drinkers. Teeling can match and beat any whiskey from around the world as our track record in award wins has shown, and we are excited to take the lead in shaping the bright future we see for the Irish whiskey category in China.” CDFG President Charles Chen said: “There is a growing interest in premium, aged Irish whiskey amongst our shoppers from across China and we are honoured to be the first travel retailer to list Teeling Whiskey – The Vintage Reserve Collection. China Duty Free Group is continually enhancing our range to excite and delight our customers and we are very pleased to expand the award-winning range of Teeling in our stores.”
Teeling Whiskey –The Vintage Reserve Collection
The Teeling Whiskey 38 Year Old Single Malt Very Rare Cask is a limited edition of only 200 numbered bottles, 35 of which are available through CDFG in Hainan. Matured exclusively in rum barrels, the taste profile of this fine whiskey features earthy, tropical notes, white grapes and caramel. A citrus mouthfeel with fruit flavours including ripe citrus, sultanas and raisins and a spicey, dried herb finish. Bottled at 41.3% with Teeling’s signature no-chill filtration. A 70cl bottle is priced US$14,000. Winner of the Master award in The Irish Whiskey Masters 2021 (run by The Spirits Business), The Teeling Whiskey 32 YO Single Malt Rum Cask was distilled in 1988 and matured in ex-rum casks for 32 years. Limited to 750 bottles, the 46% expression has a nose of roasted almonds and green apple with vanilla cream soda and cardamom spice on the palette giving way to a long complex finish. No-chill filtration. A 70cl bottle is priced US$4,000. Completing the trio, The Teeling Whiskey 2001 Vintage Reserve Single Cask is exclusive to CDFG with only 300 bottles created. Aged for 19 years in an ex-Madeira cask, the taste profile features silky richness accompanied by toffee apple, dried fruits and rosewater notes with cinnamon and clove spice on the tongue. No-chill filtration. A 70cl bottle is priced US$650.
Leading with Dewar’s
Bacardi GTR has also been aiming to generate awareness and interest in its Scotch whisky portfolio, led by Dewar’s, with China audiences, and its partnership with CDFG is a core element. This spans in-store activations and digital engagement. In December Bacardi Global Travel Retail unveiled an extension to the Dewar’s Double Double series with the release of a 36 Year Old edition, in partnership with CDFG. The new expression (RRP: US$1,800) was released in China travel retail first, before rolling out to other locations in Asia Pacific. The new release is a ‘prestige plus’ addition to the award-winning Dewar’s Double Double range. That range has received multiple international awards and accolades, including the World’s Best Blended Whisky for the 21 Year Old in the 2021 World Whiskies Awards; the 32 Year Old won the World’s Best Whisky at the 2020 International Whisky Competition (IWC).
Prestige plus: Dewar’s Double Double 36 Year Old is created using a ‘quadruple ageing’ process pioneered by Master Blender Stephanie MacLeod
Bacardi GTR has highlighted the expression’s importance in terms of luxury appeal to the China market. Global Head of Marketing Ignacio Vazquez said: “Since its launch with China Duty Free Group in December 2021, Dewar’s Double Double 36 Year Old has clearly excited contemporary whisky shoppers visiting Hainan on their travels and we’ve been very pleased with the sales performance. “Throughout the build-up to and through Chinese New Year we’ve accelerated shopper awareness and engagement with an extensive digital campaign running on CDFG’s platforms, WeChat, Weibo and online travel specialist channels, with KOL engagement and with OOH at Haikou Meilan Airport.”
He added: “This multi-layered digital approach enables us to dramatically extend the size of the audience and to accurately measure campaign effectiveness, while driving traffic to CDFG commercial platforms and to stimulate interest in seeking out Dewar’s Double Double 36 Year Old in-store. It’s a perfect example of our ambition to transform travel retail into an omnichannel marketplace and maximise retail potential.” With CDFG and other retailers in Hainan, Bacardi GTR has progressed its drive to “reinvent travel retail as an omnichannel market” with a blend of physical and digital engagement. Its investments in stores, people and digital in Hainan aim to engage a new generation of Chinese whisky appreciators, led by Dewar’s alongside the malts portfolio of Royal Brackla, Aberfeldy, Craigellachie, Aultmore and Glen Deveron. Mirroring a series of impactful in-store installations is a comprehensive digital marketing strategy that amplifies reach to consumers before, during and after their trip. This leverages the vast audiences among retail partners on ecommerce and social media platforms. Before they travel, consumers can plan their store visits, pre-order purchases and book personal in-store experiences including private tastings, product personalisation and gift presentations.
Bacardi GTR used Weibo and other social media to showcase its Scotch range across the recent key holiday period
Bacardi celebrates a 160-year legacy
Bacardi, the world’s largest privately held spirits company, celebrated 160 years in the spirits business on 4 February. The company hailed the quality of its portfolio, its Good Spirited CSR programme and family-oriented culture in a statement issued on the milestone date. A statement said: “Bacardi sees purpose in creating joy and connection for its talent, trade, and the communities it serves. Bacardi merits its success to its strong heritage, dating back to when the family-owned company was founded on 4 February 1862, by Don Facundo Bacardí Massó in Santiago de Cuba. The legendary founder bought a small distillery at the time, revolutionising the rum-making process to create a smooth, light-bodied spirit, now known worldwide as Bacardi rum. It was his entrepreneurial spirit, resilience, and appetite for risk that helped fuel initial business success.”
Bacardi highlighted a number of key moments in its journey. It had just set up operations in Barcelona and New York when Prohibition went into effect in the USA in 1920. It immediately ran a campaign promoting Cuba as a tropical escape from the ‘dry’ United States, enticing Americans to come to the island to enjoy its rum. It also set up distilleries in Mexico and Puerto Rico in the 1930s, which came into play when Bacardi operations and assets in Cuba were confiscated by revolutionary government forces on 14 October 1960, just before the company’s 100th anniversary. Then, in 1965, the company established its global headquarters in Bermuda. The business later grew beyond rum as Bacardi acquired the Martini & Rossi Group in 1993. In recent decades, Bacardi has continued to invest in premium spirits brands across a variety of categories. Leading brands include Dewar’s blended Scotch whisky, Bombay Sapphire gin, Grey Goose vodka, and Patrón tequila.
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The Moodie Davitt eZine Issue 306 | 18 February 2022
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