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Whyte & Mackay unveils The Dalmore King Alexander III for GTR
Whyte & Mackay has revealed its latest expression of The Dalmore King Alexander III, a whisky that is exclusive to travel retail.
The whisky, which is the only six-cask finish single malt in the world, is set to be released into international airports from the summer.
Speaking exclusively to the drinks business at the TFWA Asia Pacific Exhibition & Conference this week, Whyte & Mackay’s marketing manager for travel retail Amy Neville-Eliot said: “This travel retail exclusive for The Dalmore King Alexander III will launch in Scotland imminently and then will be in the GTR market from July.”
Neville-Eliot told db: “The travel retail exclusive edition is perfect for gifting and this expression has been created using casks from iconic wine appellations in the world, which lend their flavour to The Dalmore.
She explained: “The whisky is perfect for luxury gifting, mainly due to its exclusivity, but also because of its premium quality.”
The whisky launch, which is still being readied for a range of airports around the world with a ramped up presence across Asia, will be supported by a campaign entitled ‘A gift from a King’ and will roll out in key travel retail locations around the world.
Neville-Eliot revealed that Whyte & Mackay has plans to use digital interactive experiences to “enhance consumer engagement” at each airport and do what it can to assist in driving purchases.
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