Bacardi Global Travel Retail announced a major milestone in China with the opening of a luxury seasonal boutique for its whisky portfolio in Hainan. The deal is made in partnership with China Duty Free Group.
Located in the CDF Mall at the acclaimed Sanya International Duty Free Shopping Complex in Haitang Bay, the boutique will operate for three months until the end of April, offering a range of Dewar’s blended Scotch.
Included in the selected drinks are Dewar’s Double Double 21 Year Old, 27 Year Old and Dewar’s Double Double 32 Year Old. The boutique also showcases the single malt portfolios of Aultmore, Glen Deveron, Aberfeldy, Royal Brackla and Craigellachie.
Speaking on the milestone deal Bacardi Global Travel Retail Regional Director Asia Pacific Gaurav Joshi said:
“Our premium whisky brands are disrupting the category and they are growing fast. New whisky appreciators – especially in markets like China – are looking for unconventional brands that offer aged whisky with authentic provenance and craftsmanship.
“That’s why, for example, Aberfeldy has grown from 20th to ninth largest malt in travel retail in just a few years and recently Aberfeldy 12 Year Old was voted by Chinese consumers as one of the top five brands in the Globuy Travel Retail Consumer Awards 2020.
“Dewar’s is the fastest growing whisky in travel retail at +14% year-on-year, with Dewar’s 12 Year Old and 15 Year Old growing at +23%. The Dewar’s Double Double range is driving one third of Dewar’s total growth in travel retail (Source IWSR 2019).
“It’s very exciting for us to be operating in a dedicated space for our whisky portfolio in China and we have worked closely with the China Duty Free Group team to bring this concept to life in a short time frame. We greatly appreciate the support we have received.”
Speaking on the deal, China Duty Free Group Vice President Zhao Feng said: “Bacardi has always been a long-term strategic partner of CDFG. This is a perfect opportunity for our whisky customers, visiting from across China, to explore and discover the provenance and heritage behind Dewar’s, Aberfeldy and the range of single malts.
“The in-store presentation of the brands is highly engaging, especially with the feature vapour units and the Aberfeldy gold wax dipping service elevating the shopping experience and engaging shoppers with the stories behind these brands. We look forward to working more closely with Bacardi to drive whisky business.”
For more on Dewar’s, check out the official website.