The Wanderlust Collection made its debut earlier this year and has since rolled out exclusively across Asia Pacific.

Campari Group Global Travel Retail has concluded the Asia Pacific launch campaign for The Glen Grant Wanderlust Collection with an immersive activation at Global Premium Duty Free Plaza in Haikou, Hainan.

Running throughout July at GDF Plaza in Mova Mall, the activation marked the culmination of a multi-market campaign supporting The Glen Grant’s first permanent travel retail-exclusive collection.

The Wanderlust Collection made its debut earlier this year and has since rolled out exclusively across Asia Pacific, including travel retail locations in Singapore, South Korea, Hong Kong and China. The range will remain available at selected travel retail locations following the conclusion of the launch campaign.

The regional programme has combined immersive retail activations with digital and out-of-home media designed to engage consumers at different stages of their journey. In Singapore alone, trained brand ambassadors delivered more than 2,500 guided tastings of the collection.

Inspired by the travels of James ‘The Major’ Grant, the Wanderlust Collection draws on the former distillery owner’s journeys around the world and his reputation for adventure and exploration.

Biancamaria Sansone, Global Head of Marketing & Customer Channel Marketing of Global Travel Retail at Campari Group, said: “The Wanderlust Collection pays homage to the legacy of James ‘The Major’ Grant, translating his enduring spirit of adventure into a contemporary whisky proposition exclusively for the travel retail environment. Beyond its channel exclusivity, the Wanderlust Collection was conceived as a long-term platform to continually evolve how travellers experience The Glen Grant. Following a successful launch across Asia Pacific, Hainan provided the ideal stage to bring that vision together at its greatest scale, combining immersive digital engagement, guided whisky discovery and impactful retail theatre within one destination. The response we’ve seen throughout the campaign reinforces the growing appetite for premium, experience-led travel retail among today’s consumers.”

The Glen Grant created a 20sqm activation centred around a three-dimensional Wanderlust globe.

At GDF Plaza, The Glen Grant created a 20sqm activation centred around a three-dimensional Wanderlust globe, which invited visitors to “Enter the World of Wanderlust”. The experience extended outside the retail space through a digital takeover of GDF Plaza, showcasing the three Wanderlust expressions and building visibility for the collection before travellers entered the downtown duty-free shopping complex. Alongside the Wanderlust range, visitors could discover The Glen Grant’s rare 30-Year-Old and 65-Year-Old expressions, offering shoppers a broader look at the distillery’s single malt portfolio.

The Hainan activation also featured the most comprehensive version of the digital experience developed for the Wanderlust launch campaign. Travellers began their journey at an interactive touchscreen, where they could select one of the collection’s three expressions: Aurora, 13-Year-Old or 16-Year-Old Non-Chill Filtered. Their selection then triggered a multi-sensory experience combining large-format visuals, soundscapes and flavour storytelling, with each whisky linked to a different landscape.

Aurora was presented against lush green valleys and waterfalls designed to reflect its bright and vibrant character, while the 13-Year-Old was accompanied by snow-capped mountains and glacial lakes reflecting its fresh and elegant flavour profile. The 16-Year-Old Non-Chill Filtered was brought to life through warm terraced landscapes at sunset, intended to evoke the whisky’s richness and depth.

The Hainan activation featured the most comprehensive version of the digital experience developed for the Wanderlust launch campaign.

Following the digital experience, adult travellers could continue with a guided tasting led by trained brand ambassadors. A bespoke globe-inspired discovery tool helped participants identify their preferred aroma profile before revealing the corresponding Wanderlust expression. At selected travel retail locations, including Hainan, customers purchasing from the Wanderlust Collection also received an exclusive stainless-steel ice cube globe as a gift with purchase, designed to reinforce the range’s premium and collectible positioning.

According to Campari Group, the Wanderlust Collection has been conceived as a long-term travel retail platform rather than a limited launch, with the range continuing to be available at selected locations following the conclusion of its Asia Pacific debut campaign.

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