Glenfiddich from William Grant & Sons, has announced the introduction of a new Grand Cru liquid, matured for 23 years and finished in rare French cuvée oak casks, resulting in the launch of two exclusive variants for global travel retail.

 

Blending flavours from Scotland and France, the two GTR exclusives will be supported by ‘sensorial engagement’ and digital activation in-store that exemplify a new ‘luxury’ direction for William Grant & Sons.

 

“Grand Cru is the only Glenfiddich Single Malt to undergo this exceptional finishing in French cuvée casks that once contained the liquid that goes on to become some of the world’s most extraordinary sparkling wines,” says WGS.

 

“The remarkably rich whisky, already intense in flavour thanks to long maturation in American and European oak casks at the Glenfiddich Distillery, is further bolstered with extra intensity from rare French cuvée casks.”

 

Glenfiddich Malt Master, Brian Kinsman, adds: “Breaking category conventions once more, this unusual collaboration presented an exciting opportunity to create a spirit that further elevated our unique Glenfiddich style.

 

 

MARRYING THE BEST OF BOTH WORLDS

“We experimented with the maturation time and hand-selected the right balance of 23 year old Glenfiddich casks out of our unique collection of old age malts. The further influence from the oak of the French cuvée casks add-ed an extra layer of complexity thanks to the liquid they once held. Marrying the best of both worlds, the final liquid presents an exceptional finesse and is a special tribute to each cuvée cask the malts were finished in.”

 

Global Glenfiddich Brand Ambassador, Struan Grant Ralph, says: “This new whisky exemplifies the brand’s passion for pushing Scotch whisky boundaries, looking beyond the world of whisky to create exquisitely flavoured liquids.”

 

Encased in black glass bottles with a gold Grand Cru print and gold closure, the GTR exclusive products come in a black box featuring a golden firework design, meant to symbolise the spirit of celebration and the true taste of luxury contained within.

 

In recognition of the travel retail sector’s importance – and the regional strength of Asia Pacific – WG&S is partnering with DFS and CAG for a one-month travel retail exclusive Changi 1st launch of Grand Cru at Changi Airport, Singapore, on 5 September.

 

LIVE ON 1 OCTOBER IN ALL OTHER AIRPORTS

The new whisky goes live through all other airports from October 1st. To create a point of difference for travellers, a 75cl 43% abv exclusive variant has been created for DFS, while a 70cl 43% abv exclusive variant will be available through its other valued GTR partners.

 

Alongside Changi, the global campaign includes activations across key International airport locations including Hong Kong, Seoul, Kuala Lumpur, Taipei, Tokyo, Auckland, Melbourne, Sydney, Delhi, Dubai, London, Paris, Edinburgh and New York.

 

Interactive elements will draw shoppers to learn more about this brand new whisky, says WGS. “Featuring unmissable photo-sharing opportunities, chances to personalise their own Grand Cru bottles and luxurious complimentary gifts to make any celebration moment special,” it adds.

 

Ms Teo Chew Hoon, Group Senior Vice President of Airside Concessions, Changi Airport Group says: “Changi Airport Group is thrilled to partner Glenfiddich and DFS in this global launch of the Grand Cru whisky. This elegant outpost combines the rich flavour of whisky with enhanced technology to give passengers an experience like no other right here at Changi Airport.”

 

REDEFINING MOMENTS OF CELEBRATION

“We are honoured to partner with William Grant in unveiling a world first and travel retail exclusive from Glenfiddich to our discerning customers – whose palates and tastes are constantly evolving and expanding,” says Brooke Supernaw, Senior Vice President Spirits, Wines, Tobacco, Food and Gifts, DFS Group.

 

“We hope to redefine moments of celebration with this very special bottle of Glenfiddich Grand Cru, whilst simultaneously appealing to an emerging generation of budding spirit aficionados.”

 

Comments WG&S GTR Managing Director Ed Cottrell: “In Global Travel Retail we are continually striving to keep the offer innovative, fresh, exciting and qualitative. Grand Cru presents a superb opportunity for us and our retail partners to tap into the $100+ luxury spirits segment with a Single Malt.

 

“Its link to premium French sparkling wines helps us to create a compelling story that will appeal to and recruit a new generation of premium spirits drinkers into the category.

 

“By offering exclusive variants for GTR we continue to meet our customer’s needs for ‘differentiation’ to domestic markets. The higher strength 43% abv, compared to the 40% abv on the domestic market, creates a slightly different offering and enables a price point that better suits the channel.

 

“But where the industry will see a difference is with the activational support which is unlike anything done before by William Grant & Sons. We’ve taken cues from the fashion and beauty industry to develop concepts that combine an amazing sensorial experience for consumers with interactive features that exude luxury and create a true sense of celebration and occasion in keeping with the DNA of Grand Cru.

 

“We will be working closely with our retail partners throughout the last quarter to bring this to life through experiential and interactive video and feature walls, destination bars and pop-up stores, and whisky fair participation, with our plans for Changi beyond anything that has ever been done before.”