Glenfiddich hits the heights in Dubai

Glenfiddich’s decision to pair-up with Dubai Duty Free (DDF) looks to have paid dividends, with sales at the airport rising by 41% over the course of 2011.

The unveiling of the Glenfiddich Malt Master special edition – exclusive to DDF – contributed to the record sales performance.

A record number of Glenfiddich bottles were sold in December, coinciding with the unveiling of several Glenfiddich initiatives in terminal three and DDF’s 28th anniversary on 20 December.

These included the launch of Malt Master― a special edition exclusively available in global travel retail at DDF – which saw sales of almost 600 bottles in just 10 days.

The initiatives were introduced to support the Glenfiddich crystal stag gondola, which was revealed at T3 in December 2010 and which included a new Glenfiddich pillar display in both the main retail areas and a special new plinth to highlight the exclusive Glenfiddich 50yo, one bottle of which was sold during December.

The decision to choose DDF as exclusive retailer for the Malt Master edition in global travel-retail reflects the long-term partnership between William Grant and DDF.

William Grant & Sons managing director Rita Greenwood said: “William Grant & Sons and Dubai Duty Free have both been founded on vision and determination to succeed through alternative ideas and taking risks―but above all with a total commitment to, and an and unfailing belief in the travel-retail industry.”

DDF executive vice-chairman Colm McLoughlin added: “We were delighted to see the group from William Grant & Sons travel to Dubai to mark our 28th anniversary – which proved to be our most successful day with sales of US$24 million within the 24-hour period.

“We are also delighted to see the continued initiatives from William Grant & Sons which will keep their existing and potential customers updated with the latest products.”