Glenfiddich marks Perpetual Collection launch with airport campaign and partnership with The Moodie Davitt Report

Glenfiddich is celebrating The Perpetual Collection with a vibrant airport pop-up campaign that invites travellers to take part in an ever-evolving digital artwork

William Grant & Sons-owned Scotch whisky brand Glenfiddich is celebrating the launch of its travel retail-exclusive The Perpetual Collection with a vibrant airport pop-up campaign. It has also marked the release via a colourful makeover of The Moodie Davitt Report homepage.

The animations will run at Singapore Changi Airport from 27 September to 31 October, Amsterdam Airport Schiphol from 1 to 31 October and Miami International Airport from 8 December to 5 January. Other airport locations will be announced soon.

William Grant & Sons launched the collection in European travel retail on 1 August, with a global roll-out planned for October. The Perpetual Collection is also the subject of an upcoming Moodie Davitt Spotlight Series eZine.

The packaging features code-generated 3D artwork

The range was crafted through an innovative Solera Vat process. Pioneered by Glenfiddich, the process adds continuous layers of flavour to the whisky. Glenfiddich only bottles half of the whisky in the vats before refilling, which means that the vats always contain remnants of the original whisky.

The line comprises four expressions: Vat 01 (1L) has a RRP of £47 (US$65), while Vat 02 (1L) has an RRP of £57 (US$79). Vat 03 is available for £62 (US$89) and Vat 04 at £90 (US$119). Both Vat 03 and Vat 04 are available in a 70cl format.

The collection’s perpetual motion theme is brought to life by the vibrant packaging, which represents the dynamism of the Solera Vat process. The packaging features contemporary artwork from Berlin-based studio ANF, which created the designs using computer-generated code to offer bespoke pieces of 3D artwork.

The immersive pop-ups invite travellers to discover the colourful world of The Perpetual Collection. The digitally driven animation offers a range of experiential features. Motion sensors are dotted around the space to capture the movement of each visitor and project their movements through a wave of colours on the screen.

Through this, shoppers can participate in a piece of constantly evolving digital art that mimics the Solera Vat process used to make The Perpetual Collection.

Inside, a brand ambassador will meet travellers at the tasting bar where they can experience the four whisky expressions. The brand ambassador will match each shopper with one of the whiskies in the range and offer a personalised memento of the experience.

Inspired by the Solera Vat process, the pop-ups will offer tastings, personalised gifting and an motion sensor-powered digital creative experience
Premium personalisation: Travellers will have plenty of bespoke gifting options at the pop-ups

A personalised gifting service invites shoppers to record or write a bespoke message which can be added to their chosen bottle by scanning a QR code.

William Grant & Sons Head of Customer Marketing Global Travel Retail Lindsay Hitzeroth commented: “This is Glenfiddich’s biggest launch in global travel retail in the last decade – the perfect celebration of the world of travel opening back up. A range of whiskies that never sit still, for travellers always in motion.

“The time spent at the airport is that exciting moment where the adventure starts. So, we wanted to give travellers something special to enhance their experience and remind them of their travels. The Perpetual Collection offers travellers a unique moment of enjoyment to capture their life that never stands still.”

‘The whisky that never sits still’ – The Glenfiddich Perpetual Motion Collection
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