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New designs strengthen WGS brand's visibility

This year’s TFWA World Exhibition and Conference sees William Grant & Sons refining its global travel retail portfolio with new and refreshed packaging in key collections.

The Glenfiddich Cask Collection, which remains exclusive to global travel retail, has a new look to strengthen the collection’s visibility on-shelf and enhance the premium cues of the range while reinforcing its contemporary appeal. Drambuie Scotch Liqueur also has an upgraded presentation.

In addition, new 50cl packaging will be introduced for Tullamore D.E.W Cider Cask Finish Irish whiskey and Tullamore D.E.W. Phoenix Irish whiskey – both exclusive to global travel retail.

“Constantly reviewing and refreshing the portfolio is absolutely necessary if we are to ensure the total offer is right for our travel retail partners and - in turn - their customers. The changes and additions this year sit alongside our most recent collections, such as Grant’s Elementary, a GTR exclusive range, and brands such as Glenfiddich, The Balvenie, House of Hazelwood, Monkey Shoulder and Hendrick’s Gin, which create a compelling and undeniably  ‘must-stock’ offer.” says William Grant & Sons GTR MD Ed Cottrell.

Equally important is bringing brands to life and visitors to the WGS can experience two current highly engaging activations at first hand: Monkey Shoulder welcomes new drinkers into Scotch with its legendary drinks trolley serving up contemporary pre-mixed cocktails and playlists; while the ‘Master Serve ‘O’ Matic’ bicycle delivers the perfect slice of cucumber to accompany a Hendrick’s gin and tonic.

25 September 2016 - Felicity Murray The Drinks Report, editor