Brown-Forman Global Travel Retail (GTR) has unveiled The Glendronach House Editions, a travel retail-exclusive (TREX) city-inspired collection of single malt Scotch whiskies.
The range is set for a July debut and will roll out progressively across key international travel retail locations, ahead of full activation in October.
As reported, the collection was presented at the recently concluded TFWA Asia Pacific Exhibition in Singapore, following its first preview at last year’s TFWA World Exhibition in Cannes.
Introducing the brand’s first dedicated travel retail concept, the collection brings together three collectible expressions inspired by some of the world’s most renowned cultural cities, each interpreted through The Glendronach’s 200-year tradition of sherry cask mastery.
The range has been developed by Master Blender Rachel Barrie from a curated selection of channel-exclusive casks.
The launch aligns with The Glendronach’s bicentennial anniversary, marking the distillery’s origins in 1826, when Founder James Allardice became known for hosting distinguished guests at lavish gatherings and sharing stories of distant lands.
This heritage is reflected in the ‘house of the cultured traveller’, where each room evokes celebrated destinations and a sense of discovery.
The Glendronach House Editions includes The Sevillian Room, The Venetian Room and The Parisian Room, with each expression designed to capture the cultural richness and distinctive identity of its namesake destination.
The range joins The Glendronach’s existing travel retail and core portfolio, including the 10, 16 and 21 Year Old expressions, as well as the recently launched aged range featuring the 30 and 40 Year Old.
Omnichannel roll-out
The launch will feature a 360‑degree activation designed to engage travellers with The Glendronach House Editions.
A circular, open rotunda will house dedicated spaces for each city-inspired expression, anchored by a discovery, tasting and gifting island that brings all three whiskies together.
Additional elements include cask education on the origin and role of each cask, storytelling panels on the inspiration behind each city and its flavour profile, and an interactive map linking each whisky to its destination.
Personalisation and gifting further enhance the experience, offering shoppers the option to customise purchases with travel tags and gift packaging, turning each bottle into a travel souvenir.
The Glendronach House Editions collection
The three non-peated single malt expressions offer depth, complexity and refined character:
The Sevillian Room: matured in Oloroso, Pedro Ximénez and Palo Cortado casks 43% ABV, 1L
The Venetian Room: matured in Oloroso, Pedro Ximénez and Amarone casks 46% ABV, 700ml
The Parisian Room: matured in Oloroso, Pedro Ximénez and Cognac casks 49% ABV, 700ml ✈
Announcing The TREX Factor The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the series is being shown in multi-lingual form (led by, but not limited to, Chinese and English) on the Moodie Davitt STUDIO YouTube platform and our website with tailored versions on Xiaohongshu (Little Red Book/Red Note), Douyin (抖音), Instagram, LinkedIn and our dual WeChat platforms. In our worldwide premiere, resident ‘TREX Master’ Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores.Click on the YouTube icon to view. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
