SINGAPORE. Pernod Ricard Global Travel Retail (GTR) has expanded The Glenlivet Cask Master’s Collection with a 12 Year Old single malt rum cask finish.
The travel retail-exclusive (TREX) expression has been launched via a dedicated pop-up at Singapore Changi Airport in partnership with Lotte Duty Free.
The Changi 1st activation is located in Terminal 1 Departure Transit, adjacent to the main Lotte Duty Free store. It runs from 16 October to 25 November.
The striking animation offers travellers a first taste of the expression through guided discovery, food pairings and interactive experiences.
At the pop-up’s sensory bar, travellers can explore the notes and flavours associated with the collection’s different cask finishes.
Brand ambassadors offer bespoke recommendations, followed by tastings accompanied by local food pairings, including pandan and kopa bites.
A branded hot-air balloon photo booth provides a memorable photo opportunity for travellers. In addition, travellers who make a purchase can access a vending machine offering instant prizes.
These range from a tasting of The Glenlivet 19 Year Old to branded puffer bags, trolley bags and a grand prize of tickets to Scotland.
Lotte Duty Free Singapore Managing Director Bruce Ham Seok Min said: “The Glenlivet is the best-selling malt whisky in global travel retail by volume and the fastest-growing brand in its category.
“Experiential pop-ups like this one are huge contributors to this growth and we delight in seeing the creativity and execution brought about each time Pernod Ricard GTR, Lotte Duty Free and Changi Airport Group collaborate together. Congratulations to all involved.”
Changi Airport Group Managing Director of Airside Concessions Hung Jean said: “We are delighted to partner Pernod Ricard GTR and Lotte Duty Free to launch The Glenlivet 12 Year Old exclusively and first at Changi Airport.
“The Changi-1st programme is about bringing travellers memorable experiences, and this uniquely Changi outpost invites all to explore the collection with curated food pairings, enjoy instant prizes, take part in a special photo booth, and more.
“Here, travellers not only immerse themselves in the brand’s story, but can be among the first in the world to taste The Glenlivet’s latest travel retail exclusive.”
Selectively finished in Caribbean rum casks, The Glenlivet 12 Year Old features notes of pineapple, mango and vanilla. Its yellow label and outer packaging take inspiration from a Caribbean sunset, with the expression presented in a one-litre format.
The launch extends the permanent Cask Master’s Collection to four age statements – 12, 14, 16 and 19 Year Old – available exclusively in global travel retail.
The range celebrates the craftsmanship and vision of The Glenlivet Master Distiller Kevin Balmforth, with the latest addition positioned as an introduction to the collection.
Pernod Ricard Global Travel Retail Asia Pacific CEO Antonio Duva said: “Finding the perfect casks to complement The Glenlivet’s signature smoothness requires immense precision and expertise.
“Here Master Distiller Kevin Balmforth has hand‑selected Caribbean rum casks known for their tropical sweetness and rich notes of vanilla, toffee and honey, with the goal of enhancing rather than overpowering the whisky’s iconic fruit‑forward style.
“The result is a vibrant yet harmonious expression that adds another dimension to this popular TREX collection and we are thrilled to have the opportunity to launch it in Asia with our partners at Changi Airport Group and Lotte Duty Free.” ✈
