CHINA. Pernod Ricard Global Travel Retail has released The Glenlivet 13 Year Old Tropical Rum Cask. It will be exclusively available through Ever Rich Duty Free and Tasa Meng Duty Free in Taiwan from next month.
The brand owner will host a launch event and cocktail experience at Taiwan Taoyuan International Airport (Terminals 1 and 2) in September.
In-store animations will run throughout September and October, and brand consultants will be on hand to assist passengers. The activation will include visuals on departure light boxes at both terminals, as well as a tropical-themed photo opportunity for travellers.
The launch is bolstered by an omnichannel campaign that leverages social amplification through collaborations with Taiwanese whisky influencers and travel media.
The campaign also includes a first-ever collaboration between Pernod Ricard Global Travel Retail and Taiwan’s Starlux Airlines. This collaboration aims to maximise pre-departure reach and engagement with travellers.
The 48% ABV expression has been matured in American oak for 13 years, culminating in a rum finish. The liquid features notes of sweet pear and red apple with a tropical twist. The 70cl bottling of The Glenlivet 13-Year-Old Tropical Rum Cask has a retail sales price of US$45.
The brand owner noted: “By recognising the significance of Taiwan’s market, The Glenlivet hopes to excite consumers with this fresh proposition, while remaining true to its brand vision.”
Pernod Ricard Global Vice President of Marketing Liya Zhang commented: “The Glenlivet 13-Year-Old Taiwan edition is a masterpiece, meticulously crafted with a tropical rum cask finish that creates a tropical flavour experience. We’re sure that whisky enthusiasts and travellers to Taiwan will fall in love with this expression.” ✈
