GLEN GARIOCH EYES UP TRAVEL RETAIL PUSH IN 2012

Artisan Single Malt Scotch Whisky Glen Garioch is investing in a year-long travel retail push in a bid to become a key player in the sector this year.

The small Highland distillery saw triple figure volume increases in the UK and Nordic travel markets in 2011 and has committed further investment throughout 2012.

Paul Hunnisett, Morrison Bowmore travel retail and duty free manager, said travel retail is a key market for a small brand like Glen Garioch and Morrison Bowmore will make a significant investment in attracting travel retail consumers looking for undiscovered quality malts.

Said Hunnisett: “Travel retail is the perfect environment for luxury spirits like single malt and Glen Garioch’s success in 2011 has cemented our intentions to become a serious player in the sector this year.

“As a small distiller it gives us the opportunity to shine the spotlight on the quality of liquid we are producing, tell its story, educate consumers and enable them to buy – there’s no other outlet quite like it for artisan producers.

“Glen Garioch is a punchy malt with a real robust Highland flavour and the brand benefits from the unique proposition that travel retail offers. Duty free consumers like finding a hidden gem or treasure and Glen Garioch’s handcrafted malts and small scale production combined with 200-year-old provenance appeals to those looking for something off the beaten track.”

The distillery will shortly launch an exclusive limited edition vintage for travel retail which will be available throughout World Duty Free and World of Whisky stores in the UK as well as a range of international airports, ferry operators and specialist terminal whisky stores.

A full sampling programme throughout the year will complement the push and bring the Highland brand to life in store.

Selected airport teams throughout the UK will also handpick their own vintage cask for exclusive distribution.

John Mullen, Glen Garioch brand manager, said: “We were thrilled with Glen Garioch’s performance in travel retail in 2011. The brand struck a real chord with operators and consumers alike who were clearly very appreciative of our small but special Highland Distillery”.

“We are excited about cementing Glen Garioch’s position as a hand-crafted artisanal producer distilling fine liquid year-on-year and offering something extra special to single malt enthusiasts.

“Our range will be sold and sampled through passionate and knowledgeable staff and will make an impactful and lasting impression throughout 2012.”