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Bacardi redesigns Aberfeldy for travel retail

Bacardi is re-launching Aberfeldy Highland single malt Scotch whisky in travel retail with refreshed packaging and the addition of an 18 year old expression.

Mike Birch, MD Bacardi global travel retail, outlines his enthusiasm: “Bacardi has an amazing opportunity with single malts.  Our distilleries produce sublime whiskies.  Single malts are enjoying a massive surge in popularity right now as collectors and connoisseurs seek out the new and the rare. We’re leveraging that power with a strong innovation pipeline for the category, gathering pace to craft a range of superb travel retail exclusives.

"Building on our success in white spirits, we are equally ambitious as a major player in the whisky category and our recent launches are testament to the energy and drive we’ll be injecting.  We’re confident the Aberfeldy range is set for success.”

The Aberfeldy single malt features a striking new bottle design and packaging in black and gold, designed by London/New York agency Stranger & Stranger

The travel retail range comprises three age statement variants: 12YO, 21YO and – exclusively available for travellers – the 18YO.

New packaging is a major feature of the range and the strong, striking designs reflect the hand-crafted nature of Aberfeldy, the birthplace of John Dewar and its water source, with the Pitilie Burn – a source of alluvial gold – represented by the use of gold on the label and secondary packaging.

 The bottle also prominently displays the Royal Warrant, proudly held by John Dewar’s & Sons since 1893.  Still to this day it remains the only Scotch Whisky distiller to continuously hold a Royal Warrant since the time of Queen Victoria, supplying the Royal household for over 120 years.

Richard Cuthbert, Bacardi’s global marketing manager for whisky, explains: “We’ve designed the new Aberfeldy range with travel retail shoppers right at the heart of the innovation, with the 18YO a particularly exciting premiumisation offer; its exclusivity to travel retail gives it the added kudos as a perfect gift for single malts lovers.

“Single malts are enjoying a massive surge in popularity right around the globe as collectors and connoisseurs seek out the new and the rare. Combine this with the natural curiosity of malt shoppers, their desire for discovery and a stunning new expression from Aberfeldy and we are confident this range is set for success.”

 The Aberfeldy range is a key component in Bacardi’s strategic drive to create category differentiation, with an immediate pipeline of exclusive innovation and activations in brown and white spirits, explains Mike Birch: “Of course it’s not just about whisky.  With our leading share in rum, vodka and gin we will also premiumise those categories with travel retail exclusive innovations.  We’re nimble and flexible enough to act quickly and our door is open to any retailer with the shared vision and ambition to partner on innovation that sets thisunique channel apart and creates a trajectory for sustainable growth.”




6 May 2014 - Felicity Murray The Drinks Report, editor