News

12 July 2019

Lagardère Travel Retail’s World Whisky Tour Promotion

July 12th 2019 - Lagardère Travel Retail has celebrated its award-winning promotion – The World Whisky Tour - across their Aelia Duty Free business in the Pacific region.
Creating a destination at the airport to satisfy wider customer interests, the World Whisky Tour, in its 3rd year, takes a holistic approach focused on the broad Whisky category across Single Malts, Blended Whisky, American Whiskey, Irish, Canadian, Whisky Liqueurs from around the globe.

CEO for Pacific region Przemek Lesniak said the promotion is a complete category approach to captivate customer preferences “We want to bring discovery and excitement to our customers’ shopping journey when they’re at the Airport. The World Whisky Tour promotion offers an opportunity to experience and learn about the many different whisky styles from around the world, and we thank our key suppliers who partnered with us in this strong activation”.

Exclusive to the region, the promotion provides one customer the chance to win AU$10,000.

Customers become eligible to enter the World Whisky Promotion when they spend over $59 from the entire whisky category, with bonus entries gained for purchases from partner brands.
Receiving positive backing from key landlords, and supported by major brands including platinum partners Canadian Club, Southern Comfort, Glenfiddich, Johnnie Walker, Glenlivet, Jack Daniel’s, and key brand partners Glenmorangie, Jim Beam, Wild Turkey, Jameson, Aberfeldy, Ardbeg, the promotion highlights the significance of delivering exceptional experiences for our customers.

Regional Director of Pernod Ricard for Pacific Travel Retail Brendan Coogan said they were proud to be platinum partner for the World Whisky Tour promotion. “We understand the importance of getting behind category led activations that deliver new experiences for travellers with The Glenlivet and Jameson brands, and both these brands have achieved tremendous growth through this promotion” he says.

To cater for the ever growing interest and varied preferences by the travelling public, this year the promotion featured a larger range of whiskies including international leading whisky liqueurs from Southern Comfort and local craft brands such as Starward, world leaders in single malts and blended whisky including Glenfiddich, Glenlivet and Glenmorangie, as well as first time World Whisky Tour partners, Jack Daniel’s and Aberfeldy.

Emma Fogarty, Southern Comfort Australia Brand Manager said their involvement with the World Whisky Tour has been a great opportunity to align their brand amongst the category.
“The execution of the promotion is incredibly eye catching and helps to draw customers into the category and educate on the diversity of styles available. Since the recent inclusion into the legendary Sazerac Whisk(e)y portfolio, Southern Comfort has placed renewed energy and focus on the quality of our Whisk(e)y base”, she says.

Also speaking of their involvement in the promotion, Gaurav Joshi, Regional Director Asia Pacific, Bacardi Global Travel Retail said Lagardère Travel Retail share their passion for creating unforgettable shopper experiences, and this promotion is not only a fantastic celebration of the whisky category, but the perfect showcase for their single malts, including the award-winning Aberfeldy 12YO Gold Bar Tin. “As a Discovery malt outside the mainstream, the brand intrinsics and provenance of the Aberfeldy story are extremely important cues for the discerning malt shopper. This beautiful gift tin is designed for striking on-shelf appeal, featuring embossed hallmarks showing the natural elements of Aberfeldy and its water source of the Pitilie Burn, famous for its deposits of alluvial gold” says Joshi.

Lagardère Travel Retail welcomed world renowned distillery Starward Whisky from Port Melbourne who produce a range of award-winning whiskies which stand proudly amongst the best in the world, to the World Whisky promotion this year. Kylee Finn, Marketing Manager of Starward – New World Whisky Distillery says “We are thrilled to be part of this activation which will see Starward Whisky further expand its footprint across the Pacific region. Inclusion in this promotion is evidence of just how far we’ve come as a craft Whisky brand to offer the world a distinctively Australian whisky matured in red wine barrels.”

World Whisky Tour Promotion ran across Aelia Duty Free stores in Auckland, Christchurch, Queenstown, Adelaide, Cairns, Perth and Avalon throughout May and June.
Lagardère Travel Retail and all its World Whisky Tour partners congratulate the AU$10,000 winner, an Auckland local and regular Aelia Duty Free customer who purchased 3 bottles of Johnnie Walker Red (platinum partner for the WWT promotion), taking up the 3 for $89 offer. The winner plans to “take his wife on a holiday to the Gold Coast in Australia to escape the cold winter in New Zealand”.