Glenfiddich brings Perpetual Collection to life with colourful campaign at Taoyuan Airport

The whisky that never sits still: The Glenfiddich Perpetual pop-up reflects the energy and dynamism of the Solera Vat process and features an ever-evolving digital artwork

William Grant & Sons has teamed up with Ever Rich Duty Free and Tasa Meng to launch the channel-exclusive Glenfiddich Perpetual Collection at Taoyuan International Airport. It is supported by a vibrant pop-up in Terminal 2, which opened on 8 December and runs until 28 February.

Visitors to the colourful pop-up have their movement captured by a motion sensor, which is then projected in waves of colour onto a digital screen, creating a piece of evolving computer-generated art. The art is a reference to the Solera Vat process by which the whisky is made.

Constant motion: The channel-exclusive Perpetual Collection leverages the popularity of whisky in this key market

Travellers are then guided by a brand ambassador to explore the pop-up and sample the four distinctive whiskies in the collection, Vat 01, Vat 02, Vat 03 and Vat 04 (more details below).

For the Christmas and Lunar New Year gifting period, Glenfiddich launched a pop-up personalisation service that enables customers to customise their purchases with a written message by scanning a QR code at the animation.

On 15 December, Glenfiddich hosted a glamorous media event to celebrate the launch of the pop-up.

“Taiwan is an educated market, well known for its sophisticated connoisseurs who understand the significance of craft, and have long enjoyed premium whisky offerings,” commented William Grant & Sons Regional Director, GTR – Asia Pacific & Middle East Quentin Job.

“Single malts are enduringly popular, and now account for around 70% of total whisky sales, so naturally we see significant opportunities here for our travel retail-exclusive Perpetual Collection – especially as Glenfiddich is such an established, favourite brand among discerning Taiwanese consumers.

Travellers at Taoyuan Airport are treated to complimentary tastings of the travel retail-exclusive range
(Left) Actor Lee Zen Lee and (right) Glenfiddich Brand Ambassador James Chan strike a pose with The Perpetual Collection during the media event

“This collection is Glenfiddich’s biggest launch in global travel retail in the last decade and is perfectly timed to capitalise on the opening up of Asia, and the Taiwanese travel retail recovery. The significant investment we have made to launch The Perpetual Collection across both airport terminals – supported by the installation of our immersive pop-up discovery experience in T2 – is a testament to our support of, and confidence in, this key market.”

The Perpetual Collection comprises four single malt whiskies, made using The Solera Vat process, which adds continuous layers of flavour by only ever bottling half the whisky in the vats before refilling.

The Perpetual Collection made its global travel retail debut in August 2022 and was the subject of a Moodie Davitt Spotlight Series eZine. The major launch is being celebrated with a series of immersive pop-up concepts globally, beginning in Singapore Changi Airport last September. Subsequent pop-up locations include Amsterdam Airport Schiphol and Miami International Airport.

Click here to read the Glenfiddich Perpetual Collection Spotlight Series eZine

Ever Rich Duty Free Vice President Patricia Wang added, “To provide valuable and delightful shopping experiences is important to Ever Rich, so we are very excited to partner with William Grant to launch The Glenfiddich Perpetual Collection in Taiwan travel retail.

“The Taiwanese are one of the top consumers of single malts in the world and are happy to pay a premium for high quality, exclusive products. It’s a real pleasure to introduce this unique collection in-store.”

“The initial sales results have been extremely promising,” added Tasa Meng Duty Free General Manager Gary Chau. “Now that the borders are open, international travellers are excited to see this pop-up shop, which has proved hugely effective at engaging travellers, and maximising the awareness and visibility of this innovative new single malt collection.”

Job added, “We have received a lot of great comments about the vibrant packaging design, and of course about the new whiskies themselves, all of which are exceptional liquids with distinctly different flavour profiles, created using our special Solera Vat maturation process.

“Our pop-up personalisation service, which allows travellers to customise their chosen bottle with a written or recorded message via QR code, has also proved especially popular for Christmas and Chinese New Year gifting.”

The Perpetual Collection is William Grant & Sons’ biggest global travel retail launch in the last decade. The importance of this launch is reflected through the significant investment in the global pop-up campaign celebrating the launch.

The range includes four exclusive expressions {descriptions courtesy of Glenfiddich}

  • VAT 01 (ABV 40%) – Described as an exceptionally elegant single malt, suited to every palate. Ever in motion thanks to continuous marrying in Solera VAT 1 (US$55.70), the expression layers sweet and spicy notes for a soft and mellow taste with added depth due to its maturation in bourbon and red wine casks. A balanced and refreshingly smooth Glenfiddich.
  • VAT 02 (ABV 43%) – Mellow yet complex. Double matured in oak and Spanish sherry casks and married in Solera VAT 2 (US$72.50), this rich single malt develops through continuous motion to deliver a deliciously smooth taste that intrigues. A bold and silky Glenfiddich.
  • VAT 03 (ABV 50.2% – non-chill filtered) – 15 Years Old. Elevated over 15 years of maturation in European oak sherry and ex-bourbon casks, VAT 03 (US$76.50) distinctly embodies the Glenfiddich pioneering spirit. This silky-smooth full-bodied whisky harmoniously combines warm notes of spice with hints of nutty marzipan and dark sherry oak. A satisfyingly rich and sweet Glenfiddich for connoisseurs.
  • VAT 04 (ABV 47.8% – non-chill filtered) – 18 Years Old. Warming and refined. Patiently aged in Oloroso sherry and bourbon casks for 18 years, this Solera whisky is married and continuously transformed in Solera VAT 4 (US$115) to deliver a deep, rich aroma of robust oak, ripe orchard fruit and baked apple. A luxuriously fruity and exceptionally rewarding Glenfiddich. ✈

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