The Macallan pursues ‘Quest’ with global travel retail rollout
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The Macallan Quest Collection has launched in global travel retail following a month-long exclusive tie-up with DFS Group at Singapore Changi Airport.
Quest, unveiled to members of the press during TFWA WE, initially launched across all four of Changi’s terminals in January and will now be available on-shelf at key airports globally.
A giant, rotating bottle cut-out display housed in an illuminated diamond-shaped glass showcases Quest’s four different expressions at Changi.
As part of the promotion, shoppers were taught more about the collection via interactive displays that emphasised the cask story and flavour of the four expressions.
This twinned with food pairings and complimentary postcards to act as an additional incentive to purchase.
Brooke Supernaw, Senior Vice President, Spirits, Wine & Tobacco at DFS Group, commented: “The Macallan Quest Collection embodies the innovation, storytelling and dedication to quality which have made The Macallan such a powerful brand in the single malt category.
“This partnership and exclusive launch are especially significant for DFS, as we continue our own quest to offer fresh, engaging and exciting experiences to delight travelling customers at our airport and downtown stores around the world.”
Questions & Answers
Q.When did the Macallan Quest Collection first become available to customers?
When did the Macallan Quest Collection first become available to customers?
The Macallan Quest Collection initially launched across all four of Changi’s terminals in January, following an exclusive tie-up with DFS Group. It is now being rolled out to other key airports globally.
Q.What methods did Macallan use to promote the Quest Collection at Changi Airport?
What methods did Macallan use to promote the Quest Collection at Changi Airport?
Promotion at Changi Airport included a large, rotating bottle cut-out display in an illuminated diamond-shaped glass. Interactive displays taught shoppers about the collection’s cask story and flavour, complemented by food pairings and free postcards.
Q.What was the significance of this launch for DFS Group?
What was the significance of this launch for DFS Group?
For DFS Group, this partnership and exclusive launch are significant as they aim to offer fresh, engaging, and exciting experiences to delight travelling customers. They see it as part of their own quest to enhance the retail experience.