SINGAPORE. Pernod Ricard Global Travel Retail (GTR), Changi Airport Group and Lotte Duty Free have partnered to launch The Glenlivet Groundbreaker Collection: Chapter One, with a striking animation at Singapore Changi Airport and a VIP event at Moxie Singapore last month (26 September).
As part of the celebrations, Pernod Ricard GTR has joined hands with The Moodie Davitt Report for a striking makeover of our desktop homepage along with an elegantly curated treatment of our mobile website.
The travel retail-exclusive, limited-release single malt from The Glenlivet distillery marks the brand’s 200th anniversary and showcases a year of innovation and experimentation.
The Glenlivet Groundbreaker Collection: Chapter One represents the brand’s first artistic collaboration as it partnered with Malaysian-born Red Hong Yi, renowned as ‘The Artist Who Paints Without A Brush’, to design the expression’s packaging.
To celebrate the expression, the partners launched an experiential pop-up at Singapore Changi Airport. The Changi 1st animation ran from 17 September to 27 October.
The VIP evening in Singapore began with a ribbon-cutting ceremony at Changi Airport Terminal 1, after which guests were guided through five experiential zones at Moxie Restaurant downtown. Highlights included a branded photo area, whisky tastings paired with canapés and a masterclass hosted by Red Hong Yi.
Red’s artwork showcases her distinctive method of using fire to char traditional Chinese pigment paper. During the event, she presented a documentary detailing her creative process.
The Glenlivet Groundbreaker: Chapter One is a Speyside single malt, with a portion of the whisky finished in double-charred American Oak and European red wine casks – a first for The Glenlivet.
The heavy char enhances the signature sweet flavours of pear, toffee and vanilla, complemented by notes of red berry fruits, cinnamon spice, ginger and dried fruits from the red wine casks.
Guests were invited to experience Groundbreaker in three distinct serves: neat, as part of a bespoke cocktail and in refreshing long drinks.
The Glenlivet Groundbreaker has an RRP of US$100. It is available exclusively to travel retail customers, starting with Lotte Duty Free Singapore at Changi Airport before rolling out to select travel retail locations globally.
Pernod Ricard GTR Commercial Director Travel Retail Asia ex-China David Saksik commented: “It was a fantastic evening of collaboration between friends and followers in the contemporary art world, the ultra-premium spirits business and travel sectors, designed to emphasise The Groundbreaker’s ambitions of raising the bar and setting new standards.
“The initial response to The Groundbreaker has been one of curiosity and excitement and we’ve enjoyed welcoming travellers from around the world to our Red Hong Yi x Changi 1st travel retail pop-up. We extend our heartfelt thanks to Red and all involved in making this launch one to remember.” ✈
