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Wednesday 3 September 2014

Bacardi launches new Scotch in TR

9th May, 2013 by Rupert Millar

Bacardi has launched a new Scotch whisky in Travel Retail in partnership with World Duty Free Group – Glen Deveron.

Distillery under bridgeGlen Deveron in Banff (above) is from one of Bacardi’s five Scotch whisky distilleries and was previously predominantly used to produce malts for blends.

However, as Mike Birch, Bacardi global travel retail’s managing director, noted: “Single malts represent an extraordinary opportunity for Bacardi within the Travel Retail channel and the launch of Glen Deveron is a major initiative which illustrates our commitment to the category.”

World Duty Free Group’s commercial director, Eugenio Andrades commented: “Glen Deveron is an exceptional single malt and we are delighted to be partnering with Bacardi Global Travel Retail to introduce it to the world for the first time.

“It’s a rare occasion when you get to be involved in such a landmark launch and we would like to thank Bacardi for partnering with us in this unique opportunity.”

The range includes 16, 20 and 30 year old whiskies and will originally debut in the UK and Spain.

Birch said that the 16-year-old was an unusual age statement, but added that it could be a good “point of difference”.

He concluded that the new release was only the start of a new push in the travel retail category from Bacardi and that there were “big changes to come”.

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