The Glenlivet Triple Cask series is launching exclusively in global travel retail from this month. The three-strong collection is the relaunch of The Glenlivet Master Distiller’s Reserve range, appearing first at UK international airports before rolling out to all travel retail locations from May.
Pernod Ricard Global Travel Retail said it has undertaken extensive consumer research in USA, India, UK, Taiwan, China and other markets to understand purchasing motivations and key touch points across the travel trail.
The changes see the Master Distiller’s Reserve replaced with the Distiller’s Reserve; Solera Vatted becomes White Oak Reserve; and Small Batch is now renamed Rare Cask.
The revamped packaging “addresses key consumer insights that show the growing importance of tapping into consumer sensorial curiosity for flavour-focused storytelling,” said Pernod Ricard.
To support the launch, Pernod Ricard Global Travel Retail has created a series of in-store activations in major airports across the globe – The Glenlivet Triple Cask Flavour Discovery. The creation of a digital interactive tool invites consumers to explore the flavour profiles behind each of the three expressions and be guided to the single malt whisky that matches their flavour preferences.
The distillery is also launching a Personalisation Service. This gives consumers the option to add a personal message to any of The Glenlivet Triple Cask bottles.
Pernod Ricard Global Travel Retail Marketing Manager Malts Laura Lung said: “Personalisation continues to be a key purchase motivator for consumers, especially when it comes to their favourite brands and products. It provides consumers with multiple opportunities to shop for different gifting occasions, from Father’s Day to birthdays and anniversaries. The activations we have created to support the launch of The Glenlivet Triple Cask series capitalise on this enduring trend and show how we are evolving the brand to listen and respond to the needs of our consumers.”
“With The Glenlivet Triple Cask Flavour Discovery and the Personalisation Service, we hope to have crafted a unique experience that will both help inspire consumers to discover which of The Glenlivet Triple Cask expressions is best matched to their taste preference, as well as provide a one-of-a-kind gift and treasured memory.”
The series is available to purchase at a recommended retail price of US$53 for Distiller’s Reserve, US$75 White Oak Reserve and US$115 Rare Cask.