Pernod Ricard Global Travel Retail is celebrating the 200th anniversary of the Glenlivet with the introduction of The Glenlivet Caskmakers. The newest release from the iconic Speyside single malt will only be available in duty free stores beginning May 1.
The travel retail exclusive scotch whisky will be launched across Asia, the Pacific, the Americas, the Middle East, India and Europe in a global campaign that will be amplified through all traveler touchpoints including impactful OOH sites and digital channels, high profile retail promotions and PMUs in key airport locations and duty free stores.
The Glenlivet Caskmakers new permanent GTRX answers the demand for unique and exclusive products for the channel, which has continued to increase in recent years. According to Pernod Ricard’s research, purchases of unique or duty free exclusive products rose by +20% between 2019 and 2023. This is especially true for high-net-worth individuals (HNWI).
The Glenlivet Caskmakers explores a novel technique in cask construction in which two hand-selected barrels are deconstructed and recrafted – combining alternating staves of the two – to create one new, reconstructed cask.
These distinctive new casks, which unite ex-Spanish Sherry and freshy charred European Oak barrels, have been developed by The Glenlivet in collaboration with master coopers based in Jerez, Spain.
“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,” says Liya Zhang, VP Marketing, Pernod Ricard Global Travel Retail.
The Glenlivet Caskmakers will be available exclusively in selected duty free stores in airports and travel hubs around the globe from May 2024.
