CHINA. William Grant & Sons is celebrating the China debut of its travel retail-exclusive Perpetual Collection with a pop-up at Haikou Meilan International Airport in partnership with China Duty Free Group (CDFG).
The immersive pop-up experience is located in Terminal 2 Departures. It opened on 8 February and will run until 31 March.
Visitors to the colourful activation have their movement captured by a motion sensor. This 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.
Guided by a Brand Ambassador, pop-up visitors are then invited to sample the four distinctive Glenfiddich Perpetual Collection expressions. A personalised gifting service allows travellers to customise their chosen bottle with a written or recorded message that is added via QR code – suitable for those seeking an extra-special gift.
“We are thrilled to support and showcase The Glenfiddich Perpetual Collection at Hainan, as it launches into China travel retail,” commented China Duty Free Group Vice President Luke Chang. “We know that there is already a huge demand for single malts – and this premium, exclusive collection is sure to further drive sales and trade-up.
“We are pleased and proud to partner with William Grant and invest in this innovative activation. We are committed to creating unique shopping opportunities for our sophisticated passengers, who have come to expect prestige brands, first-class service, and exceptional experiences every time they travel.”
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. It represents Glenfiddich’s biggest travel retail launch in the last decade.
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, Taiwan Taoyuan International Airport and Miami International Airport.
On 2 March, William Grant & Sons hosted two special launch events in Beijing to mark the range’s China debut. The first event was a preview for media and KOLs. This was followed by a VIP event attended by CDFG’s leadership team, Glenfiddich VIPs and Glenfiddich Brand Ambassador Chinese actor Li Guang Jie.
William Grant & Sons Managing Director Global Travel Retail David Wilson commented: “As the borders open and traveller numbers recover, we see so much potential for The Perpetual Collection in China. Hainan represents an important destination for affluent Chinese shoppers with duty free sales set to triple to RMB49.5 billion (US$7.1 billion) by 2025.
“Single malt Scotch whisky is the most popular western spirits category in China and is really driving the current whisky boom. Around 85% of whisky sales by value are accounted for by Scotch, and of that, 60% is made up of single malts. As the leading brand – and the world’s most awarded single malt Scotch whisky – we are hugely excited by this opportunity.”
In 2021, 40 million Chinese travellers visited Hainan island, generating duty free sales of RMB49.5 billion (US$7.1 billion). According to China’s National Bureau of Statistics, the per capita spend in the Hainan offshore duty free sector stands at RMB16,046 (US$2,300), which underlines the strategic importance of the travel retail hotspot.
Not only are travellers permitted to shop online for duty free products up to six months after visiting Hainan, their duty free allowance of RMB100,000 (US$14,500) is the most generous in the world.
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. ✈
Footnote: 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.
