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Next Time You Fly, Look for These 9 Rare Whiskeys

First-class Scotches, bourbons and Irish whiskeys to stash in your carry-on.

By Jonathan Wells

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When’s the last time you took a flight? Because, whether it was a jet-setting jaunt halfway around the globe or a brief domestic day trip, chances are you wandered through duty-free on the way to your gate. And, though you may have picked up a nice new pair of sunglasses along your way, or had a quick spritz of cologne, you likely walked straight past the selection of spirits .

And that was a mistake. Because, though a bottle may seem too cumbersome to stash in your carry-on , some of the rarest whiskeys in the world can be found among the fridge magnets and triple-sized Toblerones. Given the limited size of the sector, travel retail offers distilleries the chance to market small-batch, experimental offerings that only aficionados will appreciate; single-cask showpieces and spirits finished in alternative casks.

Of course, not every travel retail exclusive is worth your recently exchanged money. Many airport expressions are too young, launched prematurely simply to populate the market and with prices hiked high for the sake of scarcity. But others are just the ticket; perfect souvenirs to bring out at your next wingding — and bottles that give the term ‘whiskey flight’ a whole new meaning. Here are nine of the finest.

Products in the Guide

Ardbeg smoketrails manzanilla edition, the glendronach boynsmill aged 16 years, maker’s mark city series new york edition, 21 year old midleton very rare virgin american oak, benriach smoky quarter cask, glenfiddich perpetual collection vat 2, teeling 33 year old very rare cask, tomatin 45 year old travel retail exclusive, jack daniel’s american single malt, ardbeg smoketrails ‘manzanilla edition’.

• $179.99 at frootbat.com $399.99 (55% off)
• Price: $92.50
• Tasting Notes: Pine resin, brazil nuts and sea spray

Both the first-ever travel exclusive from Ardberg and the first expression bottled under the whisky maker’s new ‘Smoketrails’ banner, this non-chill filtered offering runs deep with flavors of bitter dark chocolate and buttery nuts. Manzanilla (a fortified wine comparable to sherry) infuses its casks with floral flavors and these notes, in turn, have seeped and steeped into this highly herbal whisky. Keep your palate primed for an unusual undertone: that oh-so-citrusy, musky scent of saddle soap.

• Price: $112
• Tasting Notes: Baked apricot, sandalwood and walnut cream

A well-traveled, duty-free exclusive. Hailing from Aberdeenshire — but aged in casks flown in from Portugal and southern Spain — The Glendronach’s latest limited edition is a rich, reddish spirit that, whilst available at airports right now, is a whisky best saved for winter. There’s so much stone fruit and spice swirling around this whisky that it’s like swilling a Christmas cake — with hints of quince, nutmeg and plum pudding on the palate from initial velvety mouthfeel to full-bodied finish.

Maker’s Mark City Series ‘New York’ Edition

• Proof: 107.8
• Tasting Notes: Nutmeg, caramel and fresh sawdust

Maker’s Mark will release three more ‘City Series’ edition bourbons by the end of the year. But this original expression (launched late last year alongside a ‘Sydney’ bottling) will be hard to beat. The result of more than a decade of wood-science experimentation, the brand’s Manhattan-inspired spirit was cooked up by tastemakers and New York natives, Erina Yoshida and Justin Ottervanger. It’s bolder and bigger than the Apple itself, and thrums with flavors of spice, oak and rich dark chocolate.

21 Year Old Midleton Very Rare Virgin American Oak

• Price: $617
• Tasting Notes: Chocolate honeycomb, orange zest and red chili pepper

Landing exclusively in London, Midleton Very Rare’s new ‘Virgin American Oak’ lives up to the brand’s vaunting name. The best of the four editions in the brand’s latest travel retail collection (launched in various European cities this April), Master Distiller Kevin O’Gorman opted to age this particular 21-year-old Irish whiskey in oak — which suffuses the spirit with intricate spices, praline and salted caramel notes. It’s the least expensive bottle of the four, but that earthy woodland character and roasted coffee finish give it an edge.

• Tasting Notes: Peppered malt, smoked nectarine and creamy pear

Highland peat is no normal mulch — it’s woodier and more robust. So, when whisky makers burn it to sweetly, smokily enhance their spirits, the resulting liquids brim with intense, tastebud-flustering flavors. Benriach’s travel-exclusive ‘Smoky Quarter Cask’ may have a light look (it’s a delicate olive gold in the glass), but that pale color belies a rich, smoky taste. Matured in 45-liter bourbon barrels, these small-sized casks mean more interaction between whisky and wood — allowing spiced vanilla, nutty oak and mellow smoke notes to take hold.

Glenfiddich Perpetual Collection ‘Vat 2’

• $299.99 at frootbat.com
• Tasting Notes: Toasted bread, baking spices and candied peel

Four distinct expressions make up this new travel-exclusive collection from Glenfiddich. Aged using the ‘Solera Vat Process’ — during which casks are never fully emptied; simply refilled to overlay different generations of spirit on top of one another — each bottling also feels the influence of the wider drinks world, utilizing barrels that previously held bourbon, red wine or, for our favorite of the four, Spanish sherry casks. ‘Vat 2’ is exceedingly affordable for such an avant-garde whisky, and its leathery sweetness is tempered, with every sip, by a marmalade tartness.

• €3,480.00 at theloop.ie
• Proof: 104.2
• Price: $3,727
• Tasting Notes: Rum raisin, burnt toffee and gingerbread biscuits

You could spend this sort of money on a return ticket to New Zealand, but you’d be better off seeking out Teeling’s latest travel retail exclusive — a once-in-a-lifetime purchase created using some of the very oldest spirits in the whiskey maker’s warehouses. The palate is predominantly tropical, with rum notes soaking candied orange and dried fruits back to spicy life. But its most accessible aspect — and what makes this one the smoothest, sweetest bottle on our list — is the whiskey’s biscuity, molasses-heavy heart.

• Price: $9,362
• Tasting Notes: Tropical fruits, salted caramel chocolate and tangy citrus

Only 250 bottles of Tomatin’s latest travel retail exclusive will be available worldwide — and each will come with a bespoke metal certificate signed by the brand’s master distiller, Graham Eunson. The whisky itself has been languishing for 45 long years in Spanish sherry casks, and has spent this half-century well; developing distinctive flavors of tangy Sanguinello blood orange and herbal bitters. Presented in an exquisite, custom-made Glencairn crystal decanter with a golden stopper, it’s a worthy cornerstone of any globe-trotter’s collection.

• Price: $100
• Tasting Notes: Vanilla, chocolate-coated nuts and rich raisins

This one may still be a month or two away from hitting airport shelves — but one of the first Jack Daniel’s forays into the single malt market will mark a big day in duty-free, and is well worth a mention. Matured in new, charred American white oak barrels for at least four years and finished in Oloroso sherry casks, this bottling contains 100% malted barley grain. Expect aromas of soft fruits and cocoa on the nose, with flavors ranging from chocolate-coated nuts to caramel-sweet berries. Make room on your bar; a new classic is about to touch down.

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• Winston 2023 LEP lucky draw is a promotion accessible only to existing adult smokers (the “ Participants ”) at the designated duty free shops in Dubai International Airport (DXB)  during the period from July 01, 2023 to September 30, 2023 . The Participants must have purchased at least one carton  of Winston 2023 LEP at one of the said duty free shops.  
• The grand prize (the “ Grand Prize ”) of the Winston 2023 LEP lucky draw is USD 200 worth of vouchers by external providers as solely determined by JT International SA, having its address at 8, rue Kazem Radjavi, 1202 Geneva, Switzerland (“ JTI ”).  
• The Participants with their own mobile phones shall scan a QR code applied on the sticker of the Winston 2023 LEP carton which will lead them to a microsite where they shall enter the unique code from the same sticker to find out if they win. The Participants are highly encouraged to enter the unique code after purchase within the said duty free shops.
• The winner code is valid for 48 hours. The winner(s) must register by providing their name, surname, and e-mail address within 48 hours from the moment the winner code was first entered in order to claim the Grand Prize. Once the 48-hour time limit has expired, the Grand Prize would be considered forfeited.
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• The Grand Prize is subject to availability. The Grand Prize is non-exchangeable, non-transferable and is not redeemable for cash or other prizes, except that JTI may at its sole discretion offer the winner(s) a speaker as the Grand Prize.  JTI is not responsible for the quality of the Grand Prize nor any liabilities whatsoever associated with the Grand Prize. The Grand Prize may incur taxes according to the winner's country of residence. The winner(s) is responsible for covering all such payments, taxes and duties. In case a winner refuses to pay associated taxes and duties, the Grand Prize will not be provided, and an alternate prize will not be awarded.
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Whisky Review Round Up: Highland Park Travel Retail Exclusives

OVERALL RATING

• by Margarett Waterbury
• February 11, 2019

Tasting Notes:

Editor’s Note: These whiskies were provided to us as review samples by Highland Park. This in no way, per our editorial policies , influenced the final outcome of this review.

Highland Park Distillery on Orkney Island continues its drumbeat of Nordic-themed releases with a new line of travel retail exclusive bottlings with names designed to appeal to the 15-year-old Eagle Scout in all of us.

Spirit of the Bear, Loyalty of the Wolf, and Wings of the Eagle are all ornately packaged Highland Park whiskies that pay homage to various attributes of local charismatic megafauna that inspired generations past.

Spirit of the Bear is a non age statement whisky sold in a generously sized one-liter bottle at a pocket-friendly price point of around €50. It pays tribute to the Viking warriors who wrapped themselves in bear skins to harness the animal’s stamina and strength.

Loyalty of the Wolf is 14 years old, also sold in a one–liter bottle at a suggested price of €65. Highland Park says “both wolf and Viking share the strong instinct to protect and defend family and territory,” leading to this homage to loyalty and cooperation.

Wings of the Eagle is a bit more upscale, aged 16 years and sold in a 700ml bottle for a suggested price of €90. In Norse mythology, the eagle sitting atop the tree of Yggdrasil is said to create the world’s winds by beating its wings—thus, Wings of the Eagle celebrates the Orkneys’ “wild island climate.”

Why is Highland Park so focused on Viking culture? Orkney was indeed under Norse rule for several centuries beginning in 875. That chapter in the island’s history ended in 1472, but many Orcadians still sense strong cultural ties to Scandinavia, a feature Highland Park happily exploits to differentiate itself from its more, erm, “Scottish” Scotch competitors.

In addition to this wild series of travel retail whiskies, we also got the chance to taste a slightly higher proof variant of Highland Park’s mainline 18-Year-Old Viking Pride release, also exclusively for the duty free market.

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Tasting Notes: Spirit of the Bear

Vital stats: Single malt, no age statement 40% ABV. Sherry-seasoned American oak. Sold in a one-liter bottle.

Appearance: Straw

Nose: Trail mix, honey roasted peanuts, those weird Boston Baked Beans candies, circus peanuts, marshmallow, lots of vanilla. Little bit of vaguely medicinal smoke. A touch of sherry.

Palate: Very roasty-toasty at first – coffee bean, chocolate, toast, grape nuts. There’s a bit of toffee, sweet cinnamon, a touch of orange, and a good whack of earthy smoke in the back half of the palate before the whole thing leaves on almond skins and peanut brittle. A very nice entry-level whisky that exceeds expectations at its price point – every bit as good as its age-stated brethren.

 Score: 3.5/5

Tasting Notes: Loyalty of the Wolf 14-Year-Old

Vital stats: Single malt, 14 years old, 42.3% ABV

Appearance: Pale gold

Nose: At first this smelled just like an old woven cotton shirt pulled from a forgotten closet – a little musty, a touch of floral fabric softener. That clears, and quite a bit of fruit emerges—apple, yellow cherry, orange—plus a little caramel, pencil shavings, black pepper, and a touch of anise.

Palate: Sweet, slightly roasty—chocolate and coffee bean again—plus some indistinct fruits, dried grass, and a earthy, subdued peat smoke. Finish is long, ashy, and faintly sweet, with a little navel orange. Not terribly inspiring.

 Score: 3/5

Tasting Notes: Wings of the Eagle 16-Year-Old

Vital stats: Single malt, 16 years old, 44.5% ABV

Appearance: Deep gold

Nose: A bit bourbon-y. Red cherries, plum, white grape, nutmeg, and cinnamon, plus rich creamy caramel. Very little to no smoke in the nose.

Palate: Palate tastes a bit bourbon/brandy too, with more white grape, cinnamon, dried Montmorency cherries, crunchy toffee, ginger spice cake, marzipan, and some nice integrated oak spice. Finish is mid-length with a refreshing hint of mint along with gentle smoldering smoke. Good mouth feel, very enjoyable.

Tasting Notes: 18-Year-Old Viking Pride Travel Edition

Vital stats: Single malt, 18 years old, 46% ABV.

Appearance: Mid gold

Nose: A nice full nose. Ginger, honey, tangerine peel, oolong, cinnamon, gunpowder, unlit firework, brown butter, polished oak.

Palate: Also nice, and rather festive. Dark toffee, oranges, clove, shortbread, dried pears, freekeh, and moss. Full-bodied and concentrated. The long, sweet, tingly finish has white pepper, sweet tea, and earthy smoke. Really nice.  

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New Releases: Royal Salute, Benromach, Bladnoch

New scotch whisky releases in the past week include a Global Travel Retail collection from Royal Salute, an addition to Benromach’s Contrasts range, and the second installment in Bladnoch’s Master Distiller’s Collection. 

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New American whiskey and bourbon releases from the past week include an extra-aged expression from Knob Creek and a limited-edition Pride expression from Fierce & Kind.

Margarett Waterbury

Margarett Waterbury is the author of Scotch: A Complete Introduction to Scotland's Whiskies and a full-time freelance writer and editor. Her work has appeared in Whisky Advocate, Food and Wine, Spirited Magazine, Artisan Spirit, Edible Seattle, Sip Northwest, Civil Eats, Travel Oregon, Artisan Spirit, and many other publications. She is the former managing editor of Edible Portland, as well as a cofounder and former managing editor of The Whiskey Wash. In 2017, Margarett won the Alan Lodge Young Drinks Writer of the Year award. She received a fellowship for the Symposium for Professional Wine Writers in 2017 and 2019.

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Finishing in Madeira casks increases complexity , bringing notes of fresh peaches, orange zing and hazelnut.

Finishing in Pedro Ximénez Sherry butts creates a fusion of sweet lavender, mandarin, fig and subtle clove.

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The Spirits Business

Johnnie walker unveils gtr exclusive.

Diageo-owned Johnnie Walker has released its ‘biggest’ travel retail-exclusive whisky to date: Blue Label Xordinaire.

The whisky made its debut at Singapore’s Changi Airport yesterday (14 September), where passengers travelling through Terminal 1 were invited to celebrate the launch at a 3D interactive installation, located in the Jewel retail complex of the airport.

The installation draws inspiration from a Parisian hotel, designed through a unique elevator experience that offers passengers access to a sample bar where they can taste the whisky paired with bespoke chocolates from French chocolatier Arnaud Larher.

Guests then have the opportunity to purchase a bottle of the whisky alongside other branded products, such as personalised luggage tags and luxury gifting.

The blend is created using only 1 in 10,000 casks from Johnnie Walker’s reserves of aged Scotch. It is described as having an inherent smoothness and sweetness, and is finished in XO Cognac casks.

Emma Walker, master blender at Johnnie Walker, said its tasting notes include “dried fruit, toasted toffee and sun-ripened black cherry’’. It also has a “soft spice after-taste’’.

Blue Label Xordinaire is presented as Diageo Global Travel’s biggest travel exclusive to date.

Andrew Cowan, managing director of Diageo Global Travel, noted: “Our vision is to confirm and enhance Blue Label’s position as an enduring icon of luxury, expanding its allure by welcoming spirits enthusiasts of all kinds into the world of Johnnie Walker.

“By introducing this exciting new expression of Blue Label, we have created a global travel exclusive that caters to aficionados seeking exclusivity, as well as for those searching for something with a sweeter and smoother flavour profile.”

In the coming months, Johnnie Walker Blue Label Xordinaire will be available in other airports around the world, including Paris, London, Dubai, Taiwan and Hainan.

It is bottled at 40% ABV and will retail for £335 (US$399).

In May, Diageo Global opened a permanent Johnnie Walker shop in Heathrow’s Terminal 2.

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After a year of no travel, brands are investing in duty-free exclusives again

This story is part of a Modern Retail  editorial series  looking at the future of travel-based retail. 

As consumers return to travel, brands are looking toward airport-only products .

Brands have invested in travel retail exclusives for decades, creating unique products that could only be found in airports at duty free stores. However, the coronavirus pandemic demolished the travel retail industry in 2020: airport revenues decreased 66% and exclusive product deals dried up. Now, over the last few months consumers are slowly returning to travel and brands are again investing in travel-exclusive products and flavors that both give consumers a sense of uniqueness and allow brands to tap into new consumer segments. Despite the growth of the deadly delta variant of COVID-19 , daily travel numbers are consistently high this summer according to the TSA , with 6.5 million more passengers flying in July than June this year and July 2021 pacing closer to 2019 pre-pandemic passenger levels than June 2021.

In the past, travel retail exclusives were popular options for accessories, beauty, food and spirits brands to capture new consumers willing to shell out for a perceived tax-free deal, a vacation necessity or a gift to bring home. In the whiskey category , for example, collectors would buy unique flavors from indie distilleries like Tobermory and major conglomerates like Diageo. Toblerone’s triangular chocolate grew in airport retail and the brand continues to offer exclusive travel products today.

Today, brands are returning to the travel exclusive model in droves. This summer alone, for example, Nestle, Nuxe, Ray Ban, Montblanc, Paco Rabanne, Le Labo, Bailey’s, Slipsmith, Larios, Macallan and Jim Bean all released new travel-only products and flavors. Their strategies behind these campaigns, however, are evolving. Nestlé banks on travel retail’s ability to drive discovery while Nuxe keeps gifting in mind. Going forward, travel retail experts predict exclusives will be even more important to consumers as travelers seek unique destination shopping experiences.

This year, Nestle released a new blueberry flavor of its travel-exclusive line Nestlé Swiss chocolate bars and four new limited edition travel-retail After Eight chocolate mint flavors. The new flavors are helping the brand to “build on our [travel] product launches initially introduced for 2020,” said Stewart Dryburgh, general manager of Nestlé International Travel Retail, over email.

Dryburgh added that the diversity of customers in “nationalities, ages and profile” is a particularly unique opportunity in airports and many of the brands’ top products in the space have an international distribution. However, the brand also considers regional differences in the creation of exclusives and in travel merchandizing more broadly: U.K. consumers in particular love Nestlé’s After Eight chocolate mints, for example.

Skincare and bodycare company Nuxe is balancing the sales of travel sizes of old favorites with two new travel exclusive sets launched this year, explained Constance Omnès, Nuxe ‘s travel retail marketing manager. Travel retail is only an “incremental” sales channel for the brand, but is nevertheless important for customer loyalty, said Omnès. The new products are a return to old strategies: in 2019, the brands also released two new exclusive SKUs in travel retail.

For any new launch, the brand keeps both spontaneous and gifting-minded consumers’ skincare needs top of mind. Rehydrating skincare does well specifically for travelers given flights’ drying effects and attractively packaged sets are great for consumers hoping to gift products to friends or families after their flights, said Omnès. The company is hoping that the increased return to travel will help its products get in front of the right eyeballs.

An updated duty-free strategy

In the past, duty free shopping’s value proposition relied on deals — or at least at least a consumer perception of deals — said Robbie Gill, founder and managing director of airport architectural and design firm, The Design Store. However, in a digital age of easy price comparison, tax-free items still might not stack up to a sale on Amazon or at a consumer’s local grocery store. Instead, said Gill, airport retailers and brands are now focusing on creating “unique” and “emotional” experiences.

“There are people that go to an airport and they’ve decided that they’re going to buy that bottle of Johnnie Walker Black because they think there’s a discount, but [those consumers] are decreasing,” said Gill. “What really matters now are things like airport exclusives: you can’t buy it anywhere else.”

Moreover, airports offer brands a unique opportunity, explained Gill, to tap into a consumer stuck in an airport with nothing to do, who’ll make more impulsive purchases than in other shopping environments. Exclusives — that signal to consumers that its now or never — are especially potent in this environment.

Indeed, Nuxe’s Omnès highlighted that exclusives can’t be gimmicky or lower-quality than any other products offered by the brand. While they may be limited edition or packaged in non traditional ways, product quality has to be high to attract and maintain consumers, Omnès said.

Travel retail is an expensive output for brands, said Anne Kavanagh, managing member of retail firm Kavanagh Consulting LLC. However, the ability to draw new consumers via discovery and drive both gifting and self-gifting — which make up two-thirds of travel purchases, according to Kavanagh — makes the costs worth it. “Many big big brands [that] are in travel retail have been in travel retail for many years, and will continue to be despite the fact that there’s a real [COVID-19] crisis at the moment,” said Kavanagh. “They know that they’ve got this wonderful funnel of new consumers to engage with their brands and that’s the ultimate [goal] behind the business model.”

“Travel retail customers are highly discerning brand-aware consumers, and they expect limited editions and exclusives to be the best that the brand can deliver, not just gimmicks,” said Omnès. “The benefit to the consumer is the satisfaction in finding a product, usually from a brand they know and desire, that they cannot get elsewhere.”

As a result, the pandemic hasn’t wholly changed the travel retail exclusive playbook so much as paused it: many of the players have been in the space for years and are now offering a similar type of exclusive to a pre-pandemic past. However, what will shape the future of travel retail — and make exclusives more relevant than ever –is the push towards an increasingly customized travel retail experience, said Gill.

“The white box that is clean line with no passion… seems to be something that is no longer relevant [to travel retail] anymore,” said Gill. “Everybody’s looking for uniqueness and passion, and individuality and relevance.”

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March 27 2024  |  Spirits & Tobacco

Kavalan debuts travel retail exclusive Master's Select Reserve No. 1 and No. 2

By Hibah Noor

Kavalan introduces its travel retail-exclusive Master's Select Reserve No.1 and Master's Select Reserve No.2 single malt whiskies which celebrate Taiwan's natural bounty

Kavalan, the distillery which has been pioneering the art of single malt whisky in Taiwan since 2005, has launched two travel retail-exclusive expressions.

Master's Select Reserve No. 1 combines ex-Bourbon barrels and lightly peated STR (scraped, toasted and recharred) casks while Master's Select Reserve No. 2 marries ex-Port barriques with lightly peated STR casks.

STR casks are treated using the Taiwanese distiller’s Shave-Toast-Rechar technique to unlock flavors hidden in the oak's deep layers.

Master’s Select Reserve No. 1 offers a harmony of fruity sweetness with a warm, gentle peaty and nutty essence while Master’s Select Reserve No. 2 has intense aromas of dark berries and stone fruits melded together. Both express the essence of Kavalan and highlight the exceptional craftsmanship and barrel selection of the distiller’s skilled blending team.

According to Kavalan, the double launch in April of one-liter Master’s Select Reserve No. 1 and No. 2 (USD$110, 40%ABV) will take advantage of a rapidly recovering international travel world, “a post-COVID retail travel market that prioritizes quality over quantity”.

Zerose Yang, Kavalan Senior Blender, said, “We had such a great response to our Kavalan Artist Series, that we created the Master’s Select. Our STR technique improves the whisky's body, making our flavors more robust, rounded, and smooth. Master’s Select Reserve No. 1 ex-bourbon flavors and its lightly peaty character harmonize well with vanilla and buttery flavors. Master’s Select No. 2 combines the port berry aromas of the ex-Port casks with a hint of peat, enhancing the depth of the robust wine cask style.”

The whiskies will launch in South Korea, Singapore, India, Vietnam and Hong Kong this year, followed by other Asian airport duty free shops. The newly developed duty free shop at Bahrain International Airport will also feature the whiskies.

Master’s Select Reserve No. 1 has a Golden Sunrise color. On the nose, a delicate peat aroma with a hint of saltiness perfectly complements the sweetness. On the palate, cream and vanilla lead, unveiling notes of caramelized crème brûlée a honey sweetness, followed by pineapple, apple, and lemon pound cake aromas to create a rich, full-bodied, and “refreshingly tantalizing” experience.

Master’s Select Reserve No. 2 has a Toasty Sunlight color. On the nose, gentle peaty and nutty notes, while the palate offers longan and red date tea, accompanied by nutty woody spiciness. Following closely are the rich fruity aromas of grapes, berries, cherries, plums, and red apples, akin to a luscious warmth and a sweet nectar.

The Master's Select Reserve packaging echoes Taiwan's Snow Mountain Range in a tribute to the rich, lingering aromas of the single malt whisky.

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Dubai Duty Free partners JTI for Winston City Lights campaign

By Kapila Ireland in Airports , Brand News , Latest News , Middle East & Africa , Retail News , Tobacco & New Gen November 3, 2016 Comments Off on Dubai Duty Free partners JTI for Winston City Lights campaign

Japan Tobacco International (JTI) and Dubai Duty Free joined forces this summer to create an innovative campaign around tobacco brand Winston’s  travel-retail exclusive pack City Lights.

The campaign, which ran during June and July across all Dubai International terminals, was timed with the release of Winston City Lights, and offered travellers the chance to win a trip to London.

The campaign received a total 1,100 entries on purchase of a Winston variant for eligiblity to enter the competition.

Separately, Winston shoppers received gifts on purchases: a Coffee Mug with 200 cigarettes, a T-shirt with 400 cigarettes and both gifts with 600 sticks. In addition, consumers could have their photograph taken against the backdrop of a city skyline in the store.

The prize draw was conducted by Dubai Duty Free senior officials including chief operating officer Ramesh Cidambi , senior vice president – Marketing, Sinead El Sibai , manager – Purchasing and Vendor Support, Sharon Beecham , and assistant buyer – Purchasing Yang Cu i, together with JTI-Gulf Cooperation Council Sales manager, Luke Jordan.

Commenting on the collaboration, Ramesh Cidambi said: “In store theatre at Dubai Duty Free has always done well, especially with the Tobacco category. The trip to London was well received by the customers and we sold over 25,000 outers of Winston during the activity held in June and July.

“Winston is also one of the top brands in the tobacco category at Dubai Duty Free, contributing sales over $1.9m from January to September this year”.

Tagged with: Dubai Duty Free JTI Winston

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