Travel Retail Highlights
Dewar’s disrupts with Double Agent 16 Year Old launch
We present a selection of recent launches, events and campaigns that took our eye from around the world of travel retail. We begin with the launch of the latest expression from Bacardi brand Dewar’s with Lotte Duty Free in Singapore.
With Dewar’s blended Scotch, Bacardi has set itself the stated mission to “disrupt the category, creating intrigue and excitement” – an ambition that has come alive through recent investment in travel retail. This month, Bacardi Global Travel Retail (GTR) has partnered with Lotte Duty Free to launch Dewar’s Double Agent 16 Year Old at Changi Airport. The expression, with a 40% ABV and RRP of US$70, will roll out globally from July. The premium Scotch whisky is described as “notably different to its older and younger cousins, led by its distinct flavour profile”. In a nod to the brand’s “innovative and curious side”, Dewar’s Double Agent 16 Year Old is double aged in two casks – Jerez sherry and Islay malt whisky – to offer both a sweet and smoky flavour profile. Tasting notes include dried fruit, citrus, smoke and black pepper.
Lotte Duty Free is making a big statement about its ambitions at Changi with recent exclusive launches
For the Double Agent 16 Year Old selected malt and grain whiskies are aged separately in oak casks for a minimum of 16 years. Following maturation, the whiskies are blended together and aged once again in oak casks. On completion of the double aging process, the whisky takes a “radical new direction” and is separated into two batches. One batch is finished in sweet Oloroso sherry casks and the other in peaty Islay casks before a final blending to create two interpretations, depending on the palette. Crucially, to catch the consumer’s eye launch is backed by disruptive in-store communications. The Double Agent pack design details the alchemy in the art of blending and highlights the 50:50 split of the sweet and smoky flavour profiles. Bacardi Global Travel Retail said that the new line’s “head-turning innovation” will not just appeal to new whisky appreciators but will also help grow the category.
The Moodie Davitt eZine Issue 310 | 6 May 2022
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