Single malt Scotch whisky brand The Glenlivet has released a Year of the Dragon limited edition packaging design for its Rare Cask expression, part of its Triple Cask Matured range.
Pernod Ricard Global Travel Retail (PRGTR) said the dragon design represents the blessings of success, strength and longevity.
Available in China, Taiwan, Korea, Singapore, Thailand, Malaysia and Australia, the one-off design is available throughout February.
Locations in China and Korea will also offer a red envelope and premium gift bag with every purchase, consolidating the limited-edition’s position as an ideal gift.
The Glenlivet Rare Cask is made using three different types of cask: ex-sherry for spice notes, and American white oak for creamy vanilla sweetness. “Traditional” casks then bring “consistency and balance”.
The expression in its limited edition pack retails with an RRSP of US$160. It is available now at select airports across Asia and Pacific.
According to PRGTR, Asia is “significant” in the expansion of the malts category in travel retail. China, Singapore and Korea are all leading growth.
The growing importance of travel retail exclusives also positions The Glenlivet Rare Cask as an ideal choice, the brand said.
The Glenlivet: Year of the Dragon holds ‘significance’
“We are thrilled to unveil this exclusive packaging for The Year of the Dragon as part of our commitment to crafting exceptional experiences for travellers,” said Liya Zhang, Vice President of Marketing at Pernod Ricard Global Travel Retail.
“Celebrating the Lunar New Year holds immense significance for travelling shoppers across Asia and the Pacific, so it’s a great occasion for us to connect and engage with our whisky lovers at this time of the year.
“The selected travel retail boutiques are supported by striking visuals and in-store displays to further elevate the shopping experience.”
Simon van Moppes, General Manager at Pernod Ricard North Asia Travel Retail, added: “The single malts category in Asia and the Pacific is really dynamic and fast growing, attracting more and more interest from travellers across all key markets, so we are delighted to support our customers with this beautiful gift proposition in celebration of the auspicious Lunar New Year of the Dragon.
“Even more so as data from IWSR 2022 shows that travel retail exclusives are growing ahead of non-TRX and therefore remain a key growth driver for the category.
“So TGL LNY Rare Cask is great for travellers, our customers, and the category – a triple win from the TGL Triple Cask Matured range.”
Last month, Pernod Ricard Global Travel Retail partnered with Changi Airport Group and Lotte Duty Free to showcase an elevated whisky collection at the travel retailer’s duplex stores at Terminal 2 and Terminal 3 departures.