Pernod Ricard Global Travel Retail introduced the travel retail-exclusive The Glenlivet Caskmakers in selected duty-free stores and key airports on 1 May.
Its launch marks the 200th anniversary of The Glenlivet. Its roll-out in Asia Pacific, Americas, Middle East, India and Europe travel retail is being promoted via an impactful omnichannel campaign, which incorporates OOH media and digital elements alongside high-profile retail promotions.
The Glenlivet Caskmakers is a permanent travel retail-exclusive expression that was created to answer the demand for uniqueness and exclusivity. According to Pernod Ricard, purchases for duty-free-exclusive products rose +20% between 2019 and 2023. This is especially true for high-net-worth travellers who enjoy the moment of discovery in travel retail.
The Glenlivet Caskmakers is the result of a novel feat in craftsmanship in which two casks are blended to deliver a complex play on flavours.
The process sees two hand-selected barrels deconstructed and then recrafted to combine alternating staves. The resulting cask unites ex-Spanish sherry and freshly charred European oak barrels, jointly developed by The Glenlivet and master coopers in Jerez, Spain.
The liquid offers notes of ripe orchard fruits, honey, warming spices and hints of charred pineapple. A portion is selectively finished in bespoke casks to combine the flavours even more seamlessly.
Pernod Ricard Global Travel Retail Vice President Marketing Liya Zhang commented: “The travel retail channel continues to offer unparalleled opportunities to launch breakthrough propositions such as The Glenlivet Caskmakers to consumers across all nationalities.
“We can confirm through our ongoing research that uniqueness and exclusivity continue to be two leading purchase drivers for luxury consumers, making The Glenlivet Caskmakers an exciting new hero product for the travel retail portfolio.”
The Glenlivet Cask Maker Kevin Balmforth added: “As we continue to celebrate our 200-year milestone, The Glenlivet Caskmakers embodies our commitment to pushing the boundaries of cask craftmanship in whisky making.
“This exceptional release, born from harnessing a complex new technique, not only honours our rich history but showcases our relentless drive towards innovation and excellence. Integrating this method of cask creation elevates the complexity of the whisky’s flavour profile and represents our dedication to constantly exciting whisky connoisseurs around the globe.”
The Glenlivet Caskmakers will also be showcased at the upcoming TFWA Asia Pacific Exhibition & Conference in Singapore (12-16 May). ✈
