Whyte & Mackay brand The Dalmore has released a limited-edition 28-year-old whisky and special packaging for King Alexander III whisky to mark Chinese New Year.
The 28-year-old, a single malt matured in American white oak ex-bourbon casks and Graham’s Tawny Port pipes, is limited to 1,300 bottles. Of these, 300 have been made available in Asian travel retail priced at US$1,800.
The whisky brand is also celebrating the beginning of the Year of the Rat with a special edition pack for its King Alexander III edition. This special edition is available in key airports globally.
Whyte & Mackay Travel Retail Director Richard Trimby said: “Whyte & Mackay is dedicated to ongoing innovation and supporting customers with impactful and exciting special editions which drive penetration, conversion and spend. This is what has made the company such a driving force in this market and sector today.
“Both of these offers have been extremely well received by our retail partners around the world as they look to make the most of the opportunity presented by Chinese New Year to satisfy Asian travellers with the ideal gift to mark the holiday.”
The two releases have been accompanied by social media-supported, high-profile activations and in-store stands at airports in Taiwan, Hong Kong, Macau, Mainland China, Singapore, Vietnam, Dubai and the UK.
Trimby added: “This campaign will bring these stunning limited editions to life in a creative way, attracting the traveller to the store where shoppers can discover the perfect gift in The Dalmore.”
Original source - The Moodie Davitt Report