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Bacardi Focus On Gifting Opportunities – Turns Its Attention To Dewar’s Scotch Whisky

bacardi-bat125Bacardi Global Travel Retail Division has unveiled plans to focus on gifting opportunities and sampling experiences, despite the economic downturn.

Speaking at the 2009 IAADFS Duty Free Show of the Americas, Bacardi Global Travel Retail Division Global Marketing Director Gary Chau said the company would be focusing on both gifting opportunities and sampling experiences and promotions in the channel. This strategy would include travel retail exclusive products, sampling and educating consumers through experiences.

Chau also announced that the company would be introducing “category development programmes” in travel retail. “This is not category management,” he told The Moodie Report. “These programmes will use our own consumer analysis and research and we will be running test pilots with certain retailers.”

Chau added that the company would “make sure we provide the right tools for our partners” in implementing these programmes.

Despite the economic downturn, Chau said he was “still very positive” about the travel retail sector and was finalising promotions for 2010 around the company’s four core brands: Dewar’s Scotch whisky, Bacardi rum, Bombay Sapphire gin and Grey Goose vodka.

New opportunities for Dewar’s

Chau revealed that the company would be pursuing additional opportunities for Dewar’s Scotch whisky in travel retail, drawing on IWSR 2007 data: “Scotch whisky represents 40% of the travel retail spirits business and Dewar’s only takes 5.4% of that, and yet it is the number six Scotch whisky brand in the world,” he noted. “This showcases an opportunity for Dewar’s to grow.”

The brand is ranked ninth by volume in travel retail sector, Chau added.

Travel retail activities for Dewar’s will revolve around a fresh visual identity and ad campaign for the brand as well as gifting. A new luxury gift box is now available, featuring three Dewar’s blends presented in a high quality leather case. The 20cl Deluxe Blends Gift Pack contains Dewar’s 12, Dewar’s 18 and Dewar’s Signature. An educational leaflet is also included.

Sampling, including blind tasting experiences, will also be introduced to educate consumers about the brand portfolio. The company’s trade marketing efforts will involve incentives for retail partners, added Chau.

Speaking at the 2009 IAADFS Duty Free Show of the Americas, Bacardi Global Travel Retail Division Global Marketing Director Gary Chau said the company would be focusing on both gifting opportunities and sampling experiences and promotions in the channel. This strategy would include travel retail exclusive products, sampling and educating consumers through experiences.

Chau also announced that the company would be introducing “category development programmes” in travel retail. “This is not category management,” he told The Moodie Report. “These programmes will use our own consumer analysis and research and we will be running test pilots with certain retailers.”

Chau added that the company would “make sure we provide the right tools for our partners” in implementing these programmes.

Despite the economic downturn, Chau said he was “still very positive” about the travel retail sector and was finalising promotions for 2010 around the company’s four core brands: Dewar’s Scotch whisky, Bacardi rum, Bombay Sapphire gin and Grey Goose vodka.

New opportunities for Dewar’s

Chau revealed that the company would be pursuing additional opportunities for Dewar’s Scotch whisky in travel retail, drawing on IWSR 2007 data: “Scotch whisky represents 40% of the travel retail spirits business and Dewar’s only takes 5.4% of that, and yet it is the number six Scotch whisky brand in the world,” he noted. “This showcases an opportunity for Dewar’s to grow.”

The brand is ranked ninth by volume in travel retail sector, Chau added.

Travel retail activities for Dewar’s will revolve around a fresh visual identity and ad campaign for the brand as well as gifting. A new luxury gift box is now available, featuring three Dewar’s blends presented in a high quality leather case. The 20cl Deluxe Blends Gift Pack contains Dewar’s 12, Dewar’s 18 and Dewar’s Signature. An educational leaflet is also included.

Sampling, including blind tasting experiences, will also be introduced to educate consumers about the brand portfolio. The company’s trade marketing efforts will involve incentives for retail partners, added Chau.

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Thursday, August 24, 10:38 am

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