UAE. Pernod Ricard Global Travel Retail (GTR) and Dubai Duty Free have partnered to unveil an immersive The Glenlivet pop-up at Dubai International Airport Terminal 3 (DXB), Concourse A West. It is running until 31 October.
The activation is dressed in The Glenlivet’s signature teal, taking designs cues from the River Livet, whose waters play an important role in the Speyside single malt’s production.
At the heart of the activation is the travel retail-exclusive (TREX) Cask Master’s Collection, launched last October. The range comprises 14, 16 and 19 Year Old expressions. It was the first collection created by Cask Master Kevin Balmforth following the retirement of long-serving Master Blender Sandy Hyslop.
The pop-up also showcases the Middle East and India regional exclusive The Glenlivet 12 Year Old Rum Cask alongside prestige expressions such as 21 Year Old, 25 Year Old and limited-edition 40 Year Old. The latter was released in 2024 to mark The Glenlivet’s milestone 200th anniversary.
Notably, the activation offers the final remaining bottle of The Glenlivet Dubai Duty Free Exclusive 35 Year Old. The expression was created to celebrate Dubai Duty Free’s 35th anniversary in 2018, when 35 individually numbered bottles were released globally.
The bottle is presented in a handmade wooden box with a letter signed by former Master Distiller Alan Winchester and is being offered at -25% below its list price.
At the pop-up, Brand Ambassadors guide travellers through a digital discovery table exploring The Glenlivet portfolio. A sensory bar offers an interactive tasting journey that helps identify each traveller’s taste profile and corresponding The Glenlivet whisky for sampling.
Travellers who spend US$150 receive an exclusive The Glenlivet travel pouch, while those spending US$250 receive a luxury travel bag. Travellers can also personalise their purchases with bottle engraving and luggage-tag embossing.
In addition, customers can enter a prize draw to win a distillery experience for two. The winners will be invited to select from a cellar of private casks to create a personalised whisky signed by The Glenlivet Cask Master.
Dubai Duty Free Managing Director Ramesh Cidambi commented, “It is our pleasure to partner with Pernod Ricard again after the success of the Royal Salute Boutique in 2024 and 2025.
“With the focus on The Glenlivet’s superb Malts collection, this pop-up is sure to be of great interest to our discerning consumers, especially in the run-up to Diwali.
“The premium finish, warm ambience and discovery-led retail offer is on point and is exactly what makes Dubai Duty Free stand out from its competitors.”
Pernod Ricard Middle East Managing Director Asli Tekes said, “We are delighted to have created this pop-up with our longstanding partners at Dubai Duty Free.
“Designed to respond to growing demand for premium single malt whisky, particularly among travellers from the Indian subcontinent, the experience brings The Glenlivet to life through discovery, tasting and personalisation.”
Tekes added, “It reflects our shared ambition to elevate the traditional retail experience while supporting consumer engagement and premiumisation and underlines the importance of global travel retail in building The Glenlivet brand.” ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel and our WeChat Video platforms. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, spirits & wine distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. EPISODE 5In this episode, we stay with the house of Misaka. This time around Harry takes us up the premiumisation ladder, as he introduces Misaka 18 Years Old Pure Malt Mizunara Cask and its 21 Years sibling. Like its predecessor edition, Episode 5 was shot inside Harry’s acclaimed Mexican restaurant in Wan Chai, Hong Kong, El Gordo Tacos & Grill. EPISODE 6 In this edition, our resident TREX Master, The Moodie Davitt Report Founder & Chairman Martin Moodie, chats with Rolls Wong, Retail Manager at Duty Zero by cdf, the spirits and wine duty-free retailer at Hong Kong International Airport. The subject of their discussion? An extraordinary single malt whisky from Highland Park in Orkney, Scotland, available only at Duty Zero by cdf. Just 575 bottles have been released. All only available through Duty Zero by cdf.
Brands or retailers wishing to participate in the TREX Factor should contact Martin Moodie at Martin@MoodieDavittReport.com |
