William Grant & Sons Has Engaging
Approach At Orlando
3rd March 2017
William Grant
& Sons has an engaging approach in
Orlando at the IAADFS Duty Free Show of
the Americas.
William Grant & Sons returns to Orlando
this year for the IAADFS Duty Free Show
of the Americas, where it will be
presenting the latest concepts in its
travel retail portfolio within a booth
conceptualised to give existing and
potential buyers the same engaging
experience as it does travelling
consumers (Booth 100/110).
The main highlight will be the new
modern and contemporary look packaging
for the Glenfiddich Cask Collection
which was originally launched in travel
retail back in 2013 and was given a
refreshed look at the end of 2016.
The Glenfiddich Cask Collection remains
exclusive to global travel retail, it is
based on the Solera vat process
pioneered by Glenfiddich in 1998, the
packaging has been reworked to provide
clearer shelf stand out, improved
consumer appeal and help better signpost
Glenfiddich. The new look was first
reveales to key buyers at the TFWA World
Exhibition in Cannes last October, with
first roll out planned from April 2017,
the stronger, bolder, more contemporary
look was extremely well received. "We
were very encouraged by the response in
Cannes and are confident of a similar
response from the Americas, where
Glenfiddich is a core brand for us both
North and South," says Ed Cottrell,
Managing Director GTR. For the Select
and Reserve Cask, shades of blue were
chosen to reflect a step up between the
two and encourage consumers to trade up,
repeated on the labels and foil caps,
while the Vintage Cask features copper
colouring.
The Glenfiddich Cask Collection will
have a separate dedicated feature area
on the William Grant booth, where
visitors to the show can engage directly
with the range, sampling each of the
expressions and learn more about the
brand concept.
The main booth sees a focus on Drambuie,
Hendrick’s and Monkey Shoulder. Drambuie
Scotch Liqueur was given a makeover at
the end of 2016 with new packaging
inspired by the brand’s 270 year history
starting to show up on shelves in the
region during the first half of 2017.
The new bottle styling is a modern
interpretation of classic design and is
cast in dark amber glass, topped with
Drambuie’s signature red cork closure.
With its own feature wall at the Duty
Free Show of the Americas, Drambuie is
seen as a hidden gem in the WGS
portfolio, with tremendous potential
given the current classic cocktail
resurgence.
In celebration of the upcoming World
Cucumber Day on the 14th of June,
William Grant will be bringing back the
quirky ‘Master Serve ‘O’ Matic’ bicycle,
which delivers the perfect slice of
cucumber to accompany a ‘Hendrick’s &
Tonic.’ The bicycle unit, along with
floor and wall graphics, is designed to
bring the Hendrick’s brand to life in a
fun and innovative way and is a perfect
example of WGS’s belief in high impact,
experiential activations that bring
alive its brand essence in positive and
engaging ways.
The back wall of the stand is devoted to
Monkey Shoulder, which continues to
perform extremely well in the Americas.
It’s positioning of "100% Made for
Mixing" supports its versatility as a
premium Blended Malt whisky that can be
enjoyed on its own or in cocktails.
Visitors can enjoy some of the classic
Monkey Shoulder cocktails from the bar
area, along with other drinks from the
wide portfolio.
Says Richard Bush, Regional Marketing
Manager: "2016 was a challenging year in
the Americas due to a number of factors,
including the strong US dollar and
devalued local currencies, the severe
economic downturn in South America and
the ongoing political crisis in Brazil.
In spite of these obstacles, we were
able to hit and even exceed our sales
targets and ended up well ahead of 2015.
While we are still facing a lot of the
same headwinds and it’s sure to be
another challenging year, we remain
optimistic and motivated at the start of
2017.
"We are excited to be exhibiting once
again at the Duty Free Show of the
Americas, it is a highly valuable event
for us and we look forward to meeting
with our regional and global partners
both to discuss our 2017 portfolio and
to show how WGS brings its brands to
life with exciting, engaging and
educational activations that suit the
DNA of each individual collection."
Note that the video shows the old
packaging but I thought you would find
it interesting to see how the Solera
vats which create the 3 whiskies in the
Glenfiddich Cask Collection was
constructed.
Follow the links below to read my
reviews of the Glenfiddich Cask
Collection series and you will also find
the current domestic market Glenfiddich
whisky range available
from specialist online whisky retailers such as
Master of Malt
