William Grant & Sons has launched a captivating activation at London Gatwick Airport, showcasing the Glenfiddich Perpetual Collection exclusively for travel retail. The installation, inspired by the Möbius strip, introduces passengers to the unique Solera Vat maturation technique used by Glenfiddich whiskies.
The pop-up, located in the North Terminal’s World Duty Free store, will be open until March 4th. Collaborating with Avolta, the activation was brought to life by strategic branding agency The Boundless and retail marketing specialist Altavia UK. Brand ambassadors are on hand to guide visitors through the distinct characteristics of the Perpetual expressions.
The Perpetual Collection features four exclusive whiskies: Vat 01, Vat 02, 15 Year Old Vat 03, and 18 Year Old Vat 04. Crafted using the innovative Solera Vat process, these whiskies evolve continuously, maturing in vats that are never emptied, resulting in a rich and layered flavor profile.
A striking floor-to-ceiling digital display animates the campaign visuals, enhancing the immersive experience for travelers. The pop-up offers interactive touchpoints inviting passengers to delve into the Perpetual Collection. Brand ambassadors lead tastings of all four expressions, allowing shoppers to explore the whisky production process at their own pace, with tasting notes highlighting each whisky’s nuances.
An animated hero glorifier, in the form of a rotating Möbius sculpture, symbolizes the perpetual motion behind Glenfiddich’s Solera Vat process. Avolta’s Category Manager for Liquor in the UK, Paul Martin, expressed excitement about the activation, aiming to make the journey as thrilling as the destination for travelers, providing an engaging and informative experience for adult customers.
Other brands in the spirits and wines industry are also making waves in travel retail. The Glen Moray range recently debuted at Dubai Duty Free, featuring the 21 Year Old Portwood Finish and celebrating the brand’s 125th anniversary with a showcase of its full range.
Glenfiddich, in partnership with Aston Martin Formula One Team, revealed an exclusive 19 Year Old whisky matured in American, European, and Montilla wine casks. Meanwhile, The Dalmore introduced the second release of The Portfolio Series, featuring Highland single malt Scotch whiskies finished in Bordeaux casks from the region’s Châteaux vineyards.
Overall, the Glenfiddich Perpetual Collection’s phygital activation at Gatwick Airport exemplifies a trend in the spirits industry towards innovative and engaging retail experiences, offering travelers a unique opportunity to explore and appreciate the artistry behind these exclusive whiskies.
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