DFS makes crystal clear statement with M launch at Changi

The Edrington and DFS teams celebrate the launch of The Macallan M at Singapore Changi Airport on Monday

Following on from my visit to Hong Kong last week for the unveiling of The Macallan M, I was in Singapore yesterday for the retail debut of the stunning new decanter with DFS at Changi Airport, writes Rahul Odedra.

Now, as I await my connecting flight back to London, I’m reflecting on the importance of the launch for brand owner, retailer and airport company – and on why timing is everything.

For the leading single malt brand, it is about making the most of the booming interest in the spirit in Asia, and particularly among those consumers willing to pay a premium for high quality.

For the global luxury retailer, it is about being able to create a point of difference, not least at a time when the world’s leading travel retailers are preparing to do battle for Changi’s core category concessions.

And for the airport, it is about continuing its drive to elevate the travel retail experience at Changi, and ensuring Changi remains the airport of choice for many travellers in Southeast Asia.

The events of recent days are the culmination of a long journey for The Macallan, which collaborated with crystal makers Lalique and designer Fabien Baron to create the decanter. That it chose Hong Kong for the unveiling and Singapore for the launch spoke volumes about the importance of Asia Pacific for luxury spirits.

DFS has been a long-time driver of this category at its airport locations, and the company took the opportunity to reveal the decanter to select members of its DFS Platinum Services Club as M made its latest stop in Singapore.

The six couples invited were all connoisseurs of The Macallan and, from their reaction to tasting the spirit and the opportunity to hold the decanters and examine the Lalique crystal, they fully appreciated the opportunity.

As I saw in the Changi store as I awaited my return flight, that high level of service filters down to the shop floor too. And that augurs well for The Macallan as it aims to take its already strong presence in this region to a new level.

The Edrington Group Regional Director Asia Travel Retail Ryan Hill and DFS Vice President Wine & Spirits Brooke Supernaw