William Grant & Sons (WGS) has revealed its new packaging for Glenfiddich Cask Collection, set to be released at the TFWA Asia Pacific exhibition.
Ed Cottrell, WGS managing director, global travel retail, says: “We are continually refreshing and revitalizing the Glenfiddich offer and this move reflects the ongoing evolution of the Cask Collection range, ensuring relevancy to our core consumers.”
“The new look aims to strengthen the collection’s visibility on-shelf and enhances the premium cues of the range whilst reinforcing its contemporary appeal.”
The packaging refresh is supported by a special virtual reality activation, where guests are transported into the virtual world of Glenfiddich and can also write their tasting notes in the air using a unique device. The written words are visible through goggles worn by the guests and also on a large digital screen, grabbing the attention of bystanders when activated at airport locations.
In the build-up to World Cucumber Day on June 14, William Grant & Sons will be making use of cucumber themed activations throughout key airport locations globally, with interactive promotions tools such as the ‘Master Serve ‘O’ Matic’ bicycle, which delivers slices of cucumber to accompany a Hendrick’s & Tonic. The bicycle unit, is designed to bring the Hendrick’s brand to life in a disruptive way, and will be on William Grant & Sons’ stand.
Cotrell continues: “Asia Pacific sells more products in the Ultra-Premium and Prestige segments than any other region in the world. It is a vital location for us, accounting for nearly 50% of William Grant & Sons total GTR sales in these segments.”
Scott Hamilton, WGS regional director ASPAC says: “The ever growing importance of the Asia Pacific region makes the TFWA Asia Pacific exhibition an essential show to connect with customers. Following our new JALUX agreement, this event will be particularly important for meeting potential new partners in Japan.”
12 April 2017 - Sam Coyne The Drinks Report, news editor
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