Travel Retail Exclusives
Daring to be different III
KitKat Arabic Coffee takes centre stage
The well-known ‘Have a break, have a Kit Kat’ slogan took on a new meaning when Nestlé International Travel Retail teamed up with Dubai Duty Free to launch KitKat Arabic Coffee earlier this year. Promotions at Dubai International Airport encompassed two major periods in the Middle East diary – Ramadan and Eid – and were backed by extensive social media campaigns. With a strong Sense of Place, the seasonal KitKat, which blends milk chocolate, roasted blond Arabica coffee beans with the rich aroma of cardamom, was produced by Nestlé Middle East to meet the local consumer demand for a flavour inspired by ‘Gahwa’, as Arabic coffee is referred to in the region. Comment: This campaign ticked a number of boxes for brand owner and retailer. It tapped into the cultural significance of coffee in the Middle East, reinforcing an important sales driver in travel retail – Sense of Place.
Ian Macleod Distillers takes strategic channel approach with CDFG
Ian Macleod Distillers partnered in May with China Duty Free Group (CDFG) for the launch of the brand owner’s oldest Glengoyne Highland single malt whisky. With a US$33,000 price tag, the Glengoyne 53 Year Old is presented in a hand-blown decanter, with only 100 pieces available worldwide. It featured first with CDFG before rolling out with other selected travel retailers. Comment: For Ian Macleod Distillers, CDFG is a highly strategic partner for the launch of its latest channel-exclusive lines, notably across its malts portfolio. The 53 Year was the first, and was followed just this month by the release of the Tamdhu Single Cask whisky, bottled for CDFG. With 600 individually numbered bottles, and Tamdhu having won multiple awards in recent years for its single cask releases, the expression aims to appeal to Chinese whisky lovers seeking rare and premium items.
Making a difference with Milium
Italian wine house Santa Margherita recently launched Milium, a travel retail-exclusive line. The line is inspired by Venetian Marco Polo’s 13th century travels in Asia and his related work ‘Il Milione’ (‘Book of the Marvels of the World’).
The exclusive packaging features modern and ancient landmarks of the Silk Road. The collection includes a white Venezia D.O.C. – a blend of Chardonnay and Pinot Bianco – and a red Veneto I.G.T. based on Merlot and Cabernet Sauvignon.
The packaging also celebrates the city of Venice – synonymous with culture, commerce and art as well as the regional birthplace of the company in 1935. It also evokes the theme and positive values of travel, which Santa Margherita said reflect its own identity and history of continually exploring new horizons.
Comment: The brand owner ties the new releases in neatly with the spirit of travel through the Marco Polo story, one that should quickly resonate with consumers. The labels and gift packs are also notable for their use of FSC paper (i.e. that has been harvested responsibly). The design focus on sustainability sets these wines apart as products in the super-premium category, according to Santa Margherita.
Bushmills takes Black Bush 80/20 PX Sherry Cask Reserve to travel markets
Travel retail represents a vital showcase for Proximo Spirits – and the latest innovation from Bushmills Irish Whiskey reinforces its strong commitment to the channel. The recently released Black Bush 80/20 PX Sherry Cask Reserve is not only a travel retail exclusive, but also represents innovation in the whisky making process from Old Bushmills, the world’s oldest licensed whiskey distillery. The line comprises 80% Bushmills sherry aged single malt whiskey, partially finished in Pedro Ximénez casks, blended with 20% small-batch distilled Irish grain whiskey. Comment: The launch of this latest expression follows the success of Bushmills ten-year-old Sherry Cask in 2021. Proximo Spirits is now working on a series of exciting Bushmills product launches, specifically developed for travel retail, that will reinforce its channel commitment.
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