In this edition of The Moodie Davitt Spotlight Series eZine, we discover the story behind the travel retail-exclusive Glenfiddich Perpetual Collection.
Described as the single malt brand’s “biggest launch in global travel retail in the last decade”, it comprises four striking expressions, which aim to underline Glenfiddich’s reputation as ‘the whisky that never sits still’.
We speak to William Grant & Sons Global Travel Retail Managing Director David Wilson about the wider ambitions for The Perpetual Collection in travel retail, how the line captures Glenfiddich’s pioneering spirit and why striking, immersive and experiential launches like this will shape the future of the whisky category.
We look at an extraordinary #Changi1st campaign as William Grant & Sons, Changi Airport Group and Lotte Duty Free showcase the true power of the Trinity with the first major animation for the collection n in Asia Pacific travel retail. In words and pictures, we highlight the vibrancy of the animation with immersive experiences ranging from a collective digital artwork, whisky tasting and gifting station.
We also recap The Perpetual Collection’s well attended debut at the recent TFWA World Exhibition in Cannes.
William Grant & Sons says that The Perpetual Collection is designed specifically with travellers in mind, with both liquid and design celebrating perpetual movement, a notion brought to life across each pack, symbolising the dynamism of the Solera process.
We hope that this report captures the vibrancy, dynamism and creativity of this collaboration, and that you enjoy our coverage of a memorable travel retail launch in the pages ahead – with dram in hand of course.
— The Moodie Davitt Report Brands Editor & Digital Marketing Manager Hannah Tan-Gillies
