William Grant & Sons introduced what it calls 'a taste of Parisian elegance' at Buy Paris Duty Free to mark the launch of its new exclusive House of Hazelwood blended Scotch Whisky.
“House of Hazelwood 18 Year Old – which we are particularly featuring here – is inspired by the elegance of Paris in the 1920s, a theme that we are aiming to recreate with this very special launch activation," explains Andre de Almeida, William Grant & Sons regional travel retail director for Europe.
Using the backdrop of a cleverly designed Cargo Bike, featuring a dia-cut Paris skyline housed within a 1920s style frame, passengers are greeted by a formally dressed waiter with accompanying Hazelwood embroidered serving towel and silver tray ready to help customers with tastings.
Fragrance cards, infused with the sweet smell of these unique blends, are handed out as an innovative and experiential way for consumers to enjoy the different notes of the whiskies.
To complete the experience, gift-wrapping of House of Hazelwood purchases is offered at the till areas.
The activation, in partnership with Lagardère Travel Retail and running until mid-March, is another example of William Grant & Sons commitment to bringing brands to life in global travel retail.
Lagardère Travel Retail's EVP purchasing duty free global, Sabine Fagan, says: “We are seeing continued growth for the premium blended Scotch whisky category, as it bridges the gap between regular blended Scotch drinkers and pure malt connoisseurs.
"Consumers are increasingly looking for new and different experiencesand our hope is that by offering such an exclusive range as House of Hazelwood we will set the retail bar here at Paris CDG at a higher level.”