UK. William Grant & Sons has introduced a high-profile activation to spotlight the travel retail-exclusive Glenfiddich Perpetual Collection at London Gatwick Airport.
The pop-up, running until 4 March, was launched in collaboration with Avolta at the World Duty Free store in the North Terminal. It was designed by strategic branding agency The Boundless and executed by retail marketing specialist Altavia UK.
The Perpetual Collection comprises four travel retail-exclusive expressions: Vat 01, Vat 02, 15 Year Old Vat 03 and 18 Year Old Vat 04.
William Grant & Sons noted: “Crafted through the innovative Solera Vat process pioneered by Glenfiddich, the whiskies never sit still. The liquids mature within vats that are never emptied, continually marrying the past and future for a rounded and layered flavour profile.”
The pop-up at Gatwick Airport encourages travellers to explore the Perpetual Collection through a series of interactive and visually engaging touchpoints. At the heart of the experience, brand ambassadors lead passengers through a tasting of all four expressions.
The tasting experience gondola allows shoppers to explore the whisky production process at their own pace, with tasting notes highlighting the nuances of each whisky.
A dynamic touch is added with the animated hero glorifier, a rotating Möbius sculpture, which represents the continuous motion behind Glenfiddich’s Solera Vat process.
Avolta Category Manager for Liquor in the UK Paul Martin said: “At Avolta we want to make the journey as exciting as the destination for travellers, and with its many interactive touchpoints this activation really delivers.
“It gives our adult customers a truly immersive experience and guides them through four exceptional travel-exclusive expressions, which we are delighted to be able to offer in our World Duty Free store at London Gatwick Airport.” ✈
