Morrison Bowmore Distillers are to invest heavily in the travel retail sector in a major push for their Glen Garioch single malt brand.
Travel retail and duty free manager, Paul Hunnisett, said in a press release: “Travel retail is the perfect environment for luxury spirits like single malt and Glen Garioch’s success in 2011 has cemented our intentions to become a serious player in the sector this year.
“As a small distiller it gives us the opportunity to shine the spotlight on the quality of liquid we are producing, tell its story, educate consumers and enable them to buy – there’s no other outlet quite like it for artisan producers.
“Glen Garioch is a punchy malt with a real robust Highland flavour and the brand benefits from the unique proposition that travel retail offers. Duty free consumers like finding a hidden gem or treasure and Glen Garioch’s handcrafted malts and small scale production combined with 200-year-old provenance appeals to those looking for something off the beaten track.”
The distillery plans to launch an exclusive limited edition vintage for travel retail in the near future, as well as run a full sampling programme at World Duty Free and World of Whisky stores in the UK as well as a range of international airports.