The Glen Grant brings Wanderlust Collection Asia Pacific campaign to a fitting finale at GDF Plaza

CHINA. Campari Group Global Travel Retail launched the finale of the Glen Grant Wanderlust Asia Pacific campaign at Hainan Development Holdings Co-owned Global Premium Duty Free (GDF) Plaza.

The 20sq m experience, which ran throughout July at GDF Plaza, supported The Glen Grant’s first permanent travel retail-exclusive (TREX) range.

A three-dimensional Wanderlust globe was a central element of the Hainan activation and invited shoppers to ‘Enter the World of Wanderlust’.

The in-store experience was complemented by an exterior digital takeover of GDF Plaza. The takeover showcased the collection’s three expressions and extended the line’s visibility beyond the activation space.

The Glen Grant 30 Year Old and 65 Year Old were also featured alongside the Wanderlust range, highlighting the Speyside distillery’s wider aged single malt portfolio.

The Hainan showcase exclusively featured the campaign’s most comprehensive digital engagement platform. Hainan visitors were able to use interactive touchscreen to select one of the collection’s three expressions: Aurora, 13 Year Old and 16 Year Old Non-Chill Filtered. Afterwards, they embarked on multi-sensory experience which combined large-format visuals, soundscapes and flavour storytelling.

The experience paired each whisky with a different landscape designed to reflect its character. Aurora was presented against green valleys and waterfalls, while the 13 Year Old was brought to life through snow-capped mountains and glacial lakes. The 16 Year Old Non-Chill Filtered was represented by terraced landscapes at sunset.

Accompanied by an audio experience, adult travellers were immersed in the sights, sounds and stories behind each expression before continuing their journey with a guided tasting. Using a bespoke globe-inspired tasting tool, brand ambassadors guided shoppers so they could identify their preferred aroma profile and were recommended corresponding Wanderlust expressions.

At selected locations, including Hainan, a stainless-steel ice cube globe was available as a gift-with-purchase for the Wanderlust collection.

Although the launch campaign has concluded, the Wanderlust Collection will remain available at selected travel retail locations as The Glen Grant builds the permanent channel-exclusive range across the region.

Campari Group Global Head of Marketing & Customer Channel Marketing of Global Travel Retail Biancamaria Sansone commented: “The Wanderlust Collection pays homage to the legacy of James ‘The Major’ Grant, translating his enduring spirit of adventure into a contemporary whisky proposition exclusively for the travel retail environment.

“Beyond its channel exclusivity, the Wanderlust Collection was conceived as a long-term platform to continually evolve how travellers experience The Glen Grant. Following a successful launch across Asia Pacific, Hainan provided the ideal stage to bring that vision together at its greatest scale, combining immersive digital engagement, guided whisky discovery and impactful retail theatre within one destination.

“The response we’ve seen throughout the campaign reinforces the growing appetite for premium, experience-led travel retail among today’s consumers.”

As reported, the Wanderlust Collection made its debut earlier this year and has since rolled out across selected travel retail locations in Singapore, South Korea and China (including Hong Kong SAR). The roll-out was supported by pop-ups, digital and OOH media campaigns.

The roll-out began at Singapore Changi Airport, where the collection made its Asia Pacific debut through a one-month exclusive launch with Lotte Duty Free in March. In Singapore, Brand Ambassadors conducted more than 2,500 guided tastings of the collection to date, according to Campari.

The collection includes three expressions, covering a range of ages and flavour profiles intended to appeal to both newer and more experienced single malt drinkers.

It was developed by Master Distiller Greig Stables as a format that can be scaled over time through variations in age and flavour.

Aurora (40% ABV) is matured in bourbon barrels and Oloroso sherry casks, with notes of pineapple, rose and vanilla, alongside stewed apple and golden syrup.

The 13 Year Old (43% ABV) combines peach, apricot and dried fruit with subtle spice and peppery vanilla.

The 16 Year Old Non-Chill Filtered (46% ABV) is matured in first-fill bourbon barrels and bottled without chill filtration. The liquid features notes of orchard fruit, candied pear, cinnamon and honey. 🏝️