William Grant & Sons returns to the TFWA Asia Pacific Exhibition & Conference (Basement 2 N19) with a new look stand that reflects its updated corporate identity based on the ethos: Seriously Spirited. The two “are always present through our passion and drive to craft our own legacies,” says the company. “Seriously reflects our steadfast commitment and dedication to our work. And Spirited brilliantly captures our passion, energy, pioneering approach and of course, our irrepressible spirit.”
Both certainly underpin another strong regional performance in 2018 for its brand portfolio. That includes:
- The Balvenie
- Monkey Shoulder
From its stunning double-decker stand, this year’s emphasis will be on the new small batch limited edition Hendrick’s Midsummer Solstice. Hendrick’s Midsummer Solstice will be offered for a limited time in 2019 with global travel retail distribution. Supported by high profile activations in key airport locations across the region starting from early Q3.
The release has been designed to enhance and accentuate the existing elements of the Hendrick’s Original house style. This floral liquid is the first variant released from Ms. Leslie Gracie’s Cabinet of Curiosities, a place of experimental botanic alchemy at the Hendrick’s Gin Palace Distillery. Fragrant notes include zesty juniper with hidden undertones of Orange blossom and exotic ripeness. This bright take on Hendrick’s house style makes it ideal for summer drinking. Moreover the highlights can be in the seasonal spritz. Its deeply floral character makes the expression refreshing in a host of mixed drinks, some of which can be enjoyed at William Grant & Son’s traditional Tuesday evening cocktail on May 14.
Alongside Hendrick’s Midsummer Solstice, buyers will get the initial news about an exciting launch for Glenfiddich. Later in the year that “elevates the brand to the next level and casts a halo around the successful Glenfiddich Aged range”, according to WGS Regional Director APAC, Matthew Williams.
Asia Pacific continues to be a core region for WGS brands with 2018 delivering another year of extremely strong performance. “Growth has been driven by all of our core brands. And is the result of the strong partnerships we continue to develop with our key customers,” says WGS Global Travel Retail Managing Director, Ed Cottrell. “This has been focussed on building collaborative executions that allow our partners to be disruptive in their retail spaces. Also providing a platform to really excite their customers.”
The company points to The Glenfiddich Cask Collection as the backbone of the multi award winning brand. And the Glenfiddich Aged Range continues to perform extremely well. Also, delivering strong double-digit growth in Asia Pacific in 2018. Monkey Shoulder is also highlighted as growing exponentially in the last few years.
“The APAC region continues to evolve and premiumise; the challenge is how we continuously seek to understand and excite our consumers. And innovate not only on products but packaging and how we present ourselves to consumers to remain the category leader,” continues Cottrell. “We have and will continue to place huge emphasis and focus on resourcing ourselves, developing sound, robust plans to take the business to the next level.”
William Grant & Son’s expertise in global travel retail is further underlined by the numerous key industry awards that the company has and continues to win for its brands, marketing activations and overall performance as a supplier. “These awards are very important for us as a team,” says Cottrell. “They show that we are meeting the needs of both retailers and consumers and we’re extremely proud of every single one that we receive. But it also means that we cannot become complacent; we have to continue to improve and continue to push the boundaries in terms of the exciting products, offers and experiences that we create for our customers and – the most important part of the equation – the final consumer.”
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