BEST OF SOUTH AFRICAN WHISKIES AT DUTY FREE  

South Africa’s international award-winning whiskies, the Three Ships range and Bain’s Cape Mountain Whisky, both carrying the title of World’s Best, are being showcased for the first time in the concourse promotional area at O.R. Tambo International Airport in Johannesburg.

Held in the main walkways, the concourse promotion offers greater visibility for these proudly South African and multi-awarded whiskies. Bain’s Cape Mountain Whisky took World’s Best Grain Whisky at the 2013 World Whisky Awards whilst the Three Ships Premium Select 5 Year Old, received World’s Best Blended Whisky at the same competition in 2012, ahead of those from traditional whisky-producing countries such as Ireland, Scotland and the USA.

According to Eliska Botha, global marketing manager for the brands, these awards, coupled with the other gold medals they and the rest of the Three Ships portfolio have garnered at every major international whisky competition the past few years, have put South African whisky-making firmly on the map.

“We have always believed that the whiskies produced here in South Africa are of a quality that places them among the best. Our master distiller, Andy Watts, creates whiskies which are innovative and unique in profile to offer a spectrum of styles that appeal to a broad whisky consumer base.

“By introducing these whiskies to travelers in duty-free shops, we broaden the awareness and visibility of these proudly South African whiskies and take a step closer in exporting not only to Africa but also the rest of the world.”

The promotions of both brands are being managed by duty-free concessionaire, Big Five Duty Free. The Bains “Best of South Africa” promotion, which started mid-June and will run until the end of August, is supported by a display and an audiovisual showing how and where Bain’s Cape Mountain Whisky is produced.   Consumers who buy a bottle of Bain’s Cape Mountain Whisky will receive a complimentary 50ml.

The Three Ships promotion was accompanied by high-visibility concourse displays and tastings, underscoring the message that South Africa produces the best whisky in the world. An interactive unit engaged consumers with the message “Where in the world is the best whisky made”, and consumers had to throw a ball into a hole positioned over South Africa in order to win a Three Ships miniature.

Consumers who purchased two bottles of Three Ships could win instant prizes such as a whisky jigger, hip flask or tote bag and received an entry towards possibly winning a Three Ships Whisky travelers’ hamper consisting of a leather carry bag, a bottle each in the Three Ships range, six crystal glasses and a copy of Jim Murray’s Whisky Bible.

The range of Three Ships whiskies (Three Ships Select, Three Ships Premium Select 5 Year Old, Three Ships Bourbon Cask and the limited-release Three Ships 10 Year Old single malt) and Bain’s Cape Mountain Whisky are produced at The James Sedgwick Distillery in the picturesque Boland town of Wellington in the Western Cape, South Africa.

The distillery is the only dedicated whisky distillery in Africa and in the past two decades, has seen a period of major overhaul. State-of-the-art equipment and new maturation cellars have been introduced with a strong focus on ensuring the distillery functions in a sustainable, environmentally sensitive manner. In recognition of the high level of innovation that fashioned the upgrade of both the distillery and its products, the Whisky Magazine in April 2011 bestowed its Icons of Whisky award on the distillery as Whisky Brand Innovator of the Year.