SINGAPORE. Pernod Ricard Global Travel Retail continues to celebrate The Glenlivet’s 200th anniversary with the launch of a limited-edition travel retail-exclusive The Groundbreaker Collection, created in collaboration with renowned artist Red Hong Yi.
The release of the Chapter One, the first in the limited-edition collection, marks the brand’s debut collaboration series featuring the work of the artist more popularly known as ‘The Artist Who Paints Without A Brush’.
This series of Speyside single malts is a tribute to pioneers, such as the distillery’s founder George Smith, who achieve greatness by creating their own paths. Each chapter will highlight artists who have developed their craft through their travel experiences.
The limited-edition packaging was crafted by Hong Yi, using fire to char traditional Chinese pigment paper, marking lasting impressions in her signature red colour.
Her work was largely influenced by her global travels, along with social causes and women in art, which enabled her to achieve global popularity, earning her the title of one of Asia’s most influential voices by Tatler Magazine in 2020.
Inspired by Hong Yi’s artistic process, The Groundbreaker features a portion of the whisky that is selectively finished in double-charred American Oak and European Red Wine casks – a first for The Glenlivet.
The heavy char amplifies the signature sweet notes of pear, toffee and vanilla, which pairs with the red berry fruits, cinnamon spice, ginger and dried fruits from the red wine casks.
To celebrate the release of this travel retail exclusive, Pernod Ricard GTR has partnered with Lotte Duty Free to host an experiential pop-up in Singapore Changi Airport Terminal 1 until 27 October, offering travellers a taste of The Groundbreaker.
The promotional space showcases the first global travel retail launchpad for The Groundbreaker Collection, designed to reflect the intricate packaging created by Hong Yi.
The artist crafted four distinct charred and textured canvases, each illustrating an aerial scene from a place that has positively made an impact on her.
Hong Yi’s artwork depicts a journey from the mountains of Borneo to the lively streets of Shanghai, then onto the shores of Los Angeles, and concludes in the Livet Valley of Scotland.
At the pop-up, travellers are encouraged to explore The Glenlivet Groundbreaker Collection more deeply through an engaging digital activity on a bespoke app accessible via in-store iPads.
The space also allows customers to create their own artwork, inspired by Hong Yi’s designs, on a digital postcard. They are offered the option to print on-site, allowing them to create a travel souvenir.
To elevate their sensory experience, shoppers can enjoy the sweet and charred fragrances of the liquid through an aromatiser, before moving to the bar for guided tastings.
Shoppers can also enjoy The Groundbreaker Collection purchases with a specially designed paper gift bag. Those spending over US$136 qualify for a complimentary red leather and brass Groundbreaker compass keyring and while purchases over US$309 come with a smart trolley bag.
Pernod Ricard Global Travel Retail VP Global Marketing Liya Zhang said: “We are thrilled to launch The Glenlivet Groundbreaker, the first-ever collaboration series exclusively for global travel retail. This exciting series brings new innovation and excitement to the ultra-premium single malt whisky category, subtly trading shoppers up into the world of prestige whiskies.
“By partnering with Changi Airport and Lotte for our only pop-up store globally, we are leveraging GTR as the leading channel to build brand desirability, prestige stature and value perception while introducing new generations of consumers to the pleasures of Speyside single malts, using new and innovative taste profiles.”
Changi Airport Group Senior Vice President Airside Concessions Chandra Mahtani added: “We are delighted to work with our long-term partner Pernod Ricard Global Travel Retail on this Changi first activation.
“The global launch of Groundbreaker here at Changi creates a one-of-a-kind opportunity for whisky lovers and fans of The Glenlivet to add an incredibly special piece to their collection. The collaboration with Red Hong Yi, inspired by travels around the world, also mirrors Changi’s aspiration to take our customers on unforgettable journeys.”
Lotte Duty Free Singapore Managing Director Jeff Jeong commented: “It’s truly inspiring to see The Glenlivet Groundbreaker Collection come to life in such a unique setting. This collaboration with Red Hong Yi and Pernod Ricard marks an exciting new chapter in our travel retail offerings.
“The pop-up at Changi Airport brings a fresh, artistic approach that we believe will captivate whisky enthusiasts and casual travellers alike. Lotte is proud to offer something so distinct and memorable, setting a new benchmark for what can be experienced in the world of travel retail.”
The Glenlivet Groundbreaker Collection is available at RRSP US$100, exclusively to travel retail customers initially with Lotte Duty Free at Singapore Changi Airport, with plans for roll out to other selected travel retail outlets globally. ✈
