Glenfiddich has unveiled a travel retail-exclusive range called The Perpetual Collection. Brand owner William Grant & Son launched the collection in European travel retail today (1 August), with a global roll-out planned for October.
The range was crafted through an innovative Solera Vat process. The whiskies were matured within vats that have never been emptied. Each new successive vat fill builds on the flavours of the past, enhancing the liquid’s character, dimension and complexity.
The Solera Vat process was pioneered by Glenfiddich and 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, Vat 02, Vat 03 and Vat 04. Vat 01 is a 40% ABV single malt. The blend is forever in motion within the Solera Vat 1 and offers sweet and spicy notes, with added depth and complexity thanks to its maturation in bourbon and red wine casks.
Vat 02 is a mellow yet complex liquid with 43% ABV. This rich single malt was double matured in oak and Spanish sherry casks and has a smooth and silky finish.
Vat 03 is 50.2% ABV and was matured for over 15 years in European oak sherry and ex-bourbon casks. This single malt was non-chill filtered and offers a silky full bodied flavour with warm, spicy notes of marzipan and dark sherry oak.
VAT 04 is a 47.8% ABV non-chill filtered blend. It was aged in Oloroso sherry and bourbon casks for 18 years. The expression is Glenfiddich’s most distinguished Solera whisky and offers a deep aroma of oak, ripe orchard fruits and baked apples.
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 global travel retail channel is returning with momentum and Glenfiddich has continued to perform exceptionally well, consistently delivering rare and premium offerings to our customers and consumers around the world,” commented William Grant & Sons Managing Director Global Travel Retail David Wilson.
“We are delighted to be able to offer this stunning new exclusive Glenfiddich range of bespoke liquids to the global travel retail channel. The distillery team have done an amazing job of maturing some very fine liquids and we feel the new packaging reflects the energy and passion which each bottle contains. They truly are a reflection of Glenfiddich, a ‘Single malt whisky, which never stands still’”
Glenfiddich is rolling out a series of pop-up spaces across selected airports to celebrate the launch. At the pop-ups, travellers will be able to explore the collection through an immersive experience which includes artworks, tastings and gifting.
Wilson added, “We very much look forward to working with our retail partners in bringing the new Glenfiddich Perpetual Collection to life in store, inspiring our consumers with this innovative premium collection, and supporting the growth plans we all share for the future.”
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; and so, we wanted to give those flying something special to enhance their experience and remind them of their travels. This new range is enticing for all, whether it’s a gift for a maverick loved-one or a treat for oneself, The Perpetual Collection offers travellers a unique moment of enjoyment to capture their life that never stands still.”
