Glenfiddich Perpetual Collection pop-up debuts in Middle East with Dubai Duty Free

UAE. William Grant & Sons’ high-profile Glenfiddich Perpetual Collection pop-up concept has made its Middle East debut at Dubai International Airport in partnership with Dubai Duty Free.

The immersive brand experience runs at the airport throughout March, with installations in Concourse D Terminal 1 Departures, Concourse B East and West and Terminal 3 Arrivals.

Celebrating the launch of the activation are, left to right: William Grant & Sons Regional Manager ISCME Varun Anand; William Grant & Sons Managing Director Travel Retail David Wilson; Organico General Manager Natalie Jackson; Brand Ambassador Saiman Thapa; Organico Assistant Category Manager Divya Shetty; and William Grant & Sons Customer Planning & Activation Manager Manmeet Kaur

The Glenfiddich Perpetual Collection – which began its global travel retail roll out last August – features four single malt whiskies, each matured within vats that have never been emptied. The aim of this process is to add ‘continuous layers to flavours’, according to the brand owner.

“Whisky accounts for over 50% of the total alcohol category in the Middle East, and Glenfiddich leads the market in malts, thanks to our superb coverage at all age statements and price brackets,” said William Grant & Sons Managing Director Global Travel Retail David Wilson. “The Perpetual Collection is Glenfiddich’s biggest launch in global travel retail in the last decade, and we have been thrilled by the reception to our pop-up concept at other airports.”

He continued: “Glenfiddich is a key partner of the leading airport retailers in the Middle East, as it facilitates huge trade-up opportunities, and incremental transaction value versus the category average.

The Glenfiddich activation with Dubai Duty Free is supported by an airport-wide digital campaign for the brand in partnership with JCDecaux

“More specifically, we know that Dubai International’s Indian passenger demographic is the top nationality for Glenfiddich purchases. We are therefore hugely excited by the opportunities this latest collaboration presents.”

To complement the pop-up presence at Dubai International, the Glenfiddich Perpetual Collection is Dubai Duty Free’s Malt of the Month across March. William Grant & Sons is hosting tastings in Concourse D and T3 Arrivals, overseen by its own brand promoters who are accredited WSET Level 1 in spirits.

To further maximise visibility and awareness, the Perpetual Collection is being showcased on JCDecaux media screens around the airport, across Dubai Duty Free’s social media channels, and featured on the retailer’s website.

Wilson said: “We are fully committed to investing in immersive, experiential events like this, and would like to thank all of our partners for their enthusiasm and support on the journey to bringing this long-awaited launch to life.

“We are delighted to offer this exceptional Glenfiddich range of bespoke liquids to Dubai Duty Free’s discerning clientele, and are confident that these pop-up retail spaces, which showcase the Perpetual Collection in such an innovative and engaging way, will appeal to both existing customers and new drinkers.”

Left to right: Manmeet Kaur, David Wilson, Organico Director Roger Jackson, Natalie Jackson, Divya Shetty and Varun Anand

Dubai Duty Free Senior Vice President Purchasing Sharon Beecham commented: “Dubai Duty Free has always been a great supporter of the malt whisky category, so a partnership with a brand like Glenfiddich is an obvious choice for us.

“As we welcome an increasing number of passengers, driving penetration and trade-up are more important than ever, and the new range from Glenfiddich is a great vehicle to both create interest in the category and offer shoppers an easy-to-navigate trade-up strategy. We look forward to seeing the range brought to life in our stores.”

The first Perpetual Collection pop-up was unveiled at Singapore Changi Airport, in association with Lotte Duty Free, last September. Subsequent airport locations for the activation have included Amsterdam Schiphol, Miami International and Taiwan Taoyuan International. ✈

Note: The Moodie Davitt Report has launched an e-newsletter, Spirits Curated, in association with William Grant & Sons. It offers a curated selection of stories focused on the key spirits category in travel retail and beyond.

To subscribe free of charge please email  Kristyn@MoodieDavittReport.com headed ‘Curated Spirits’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.

Click here to read the Glenfiddich Perpetual Collection Spotlight Series eZine from The Moodie Davitt Report, dedicated to the recent launch

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