Four-strong Perpetual Collection is Glenfiddich’s latest GTR exclusive

By Luke Barras-hill |

Single malt Scotch whisky Glenfiddich has unveiled its newest collection, available exclusively in global travel retail.

The Perpetual Collection will launch in DF&TR channels beginning in August in Europe, with a full global rollout to be completed by October.

Four expressions take their character from vats that have never been emptied, offering travellers ‘a new generation of whisky building on the past, ever increasing in character, dimension and complexity, giving consumers a unique experience with every sip’, according to the family owned distillery based in Dufftown.

Vat 1 (1-litre; 40% ABV) will retail at RRP £47/$65; VAT 2 (1-litre, 43% ABV) at RRP £57/$79; VAT 3 (70cl, 50.2% ABV non-chill filtered) at RRP £62/$89; and VAT 4 (70cl, 47.8% non-chill filtered) at RRP £90/$119.

Pop-up spaces at select airports

To mark the launch of the collection, a series of Glenfiddich pop-up retail spaces will appear in selected airports destinations.

Travellers will get the chance to explore the collection, interact with the collective artwork, taste the liquid, and enjoy the gifting station.

David Wilson, Managing Director GTR, William Grant & Sons, commented: “The global travel retail channel is returning with momentum and Glenfiddich has continued to perform exceptionally well, consistently delivering rare and premium offerings to our customers and consumers around the world.

“We are delighted to be able to offer this stunning new exclusive Glenfiddich range of bespoke liquids to the global travel retail channel. The distillery team have done an amazing job of maturing some very fine liquids and we feel the new packaging reflects the energy and passion which each bottle contains. They truly are a reflection of Glenfiddich a ‘Single malt whisky, which never stands still’.

The new range is designed with travellers in mind, with the liquid and design celebrating ‘perpetual movement’.

“We very much look forward to working with our retail partners in bringing the new Glenfiddich Perpetual Collection to life in store, inspiring our consumers with this innovative premium collection, and supporting the growth plans we all share for the future.”

Lindsay Hitzeroth, Head of Customer Marketing Global Travel Retail at William Grant & Sons, added: “This is Glenfiddich’s biggest launch in global travel retail in the last decade – the perfect celebration of the world of travel opening back up. A range of whiskies that never sit still, for travellers always in motion.

“The time spent at the airport is that exciting moment where the adventure starts; and so we wanted to give those flying something special to enhance their experience and remind them of their travels. This new range is enticing for all, whether it’s a gift for a maverick loved-one or a treat for oneself, the Perpetual Collection offers travellers a unique moment of enjoyment to capture their life that never stands still.”

The famed Solera process is used to add layers of flavour to the whisky by only ever bottling half the whisky in the vats before refill commences.

As a result, the vats contain the original liquid. This embodies the Perpetual Collection’s slogan of a whisky ‘that never sits still’.

This is brought to life across each pack, with contemporary artwork courtesy of Berlin-based studio A featuring generative art created by code.

The end product is a special variation of six bespoke pieces of 3D artwork so consumers can select their favoured design.

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