William Grant has taken its immersive pop-up experience for Glenfiddich Perpetual Collection to Dubai following the single malt range’s launch last year.

Featuring four single malts, the Glenfiddich Perpetual Collection features whiskies matured in vats that have never been emptied, building layers of flavour.

The innovative, in-person experience runs across three HPP installations in Concourse D Terminal 1 Departures, Concourse B East and West, and Terminal 3 Arrivals, all with Dubai Duty Free.

To complement the pop-up presence, Glenfiddich Perpetual collection is Dubai Duty Free’s Malt of the Month.

Tastings in Concourse D and T3 Arrivals will be overseen by dedicated brand promoters who all hold the WSET Level 1 Award in Spirits.

To further maximise visibility, the range will be showcased across JCDecaux media screens through the airport, on Dubai Duty Free’s social media channels, and on the retailer’s website.

“Whisky accounts for over 50% of the total alcohol category in the Middle East, and Glenfiddich leads the market in malts, thanks to our superb coverage at all age statements and price brackets,” said William Grant & Sons Managing Director Global Travel Retail, David Wilson. 

“The Perpetual Collection is Glenfiddich’s biggest launch in global travel retail in the last decade, and we have been thrilled by the reception to our pop-up concept at other airports. 

“Glenfiddich is a key partner of the leading airport retailers in the Middle East, as it facilitates huge trade-up opportunities, and incremental transaction value versus the category average. 

“More specifically, we know that Dubai International’s Indian passenger demographic is the top nationality for Glenfiddich purchases. We are therefore hugely excited by the opportunities this latest collaboration presents.”

Glenfiddich Perpetual Collection: ‘A vehicle to create interest’

Sharon Beecham, Dubai Duty Free Senior Vice President Purchasing, added: “Dubai Duty Free has always been a great supporter of the malt whisky category, so a partnership with a brand like Glenfiddich is an obvious choice for us.

“As we welcome an increasing number of passengers, driving penetration and trade-up are more important than ever, and the new range from Glenfiddich is a great vehicle to both create interest in the category and offer shoppers an easy-to-navigate trade-up strategy. We look forward to seeing the range brought to life in our stores.”

Wilson continued: “We are fully committed to investing in immersive, experiential events like this, and would like to thank all of our partners for their enthusiasm and support on the journey to bringing this long-awaited launch to life.

“We are delighted to offer this exceptional Glenfiddich range of bespoke liquids to Dubai Duty Free’s discerning clientele, and are confident that these pop-up retail spaces, which showcase the Perpetual Collection in such an innovative and engaging way, will appeal to both existing customers and new drinkers.”

Glenfiddich Perpetual Collection started its roll-out in travel retail in August 2022. Since then, airport pop-ups have taken place across Singapore Changi, Amsterdam Schiphol, Miami International and Taiwan Taoyuan.

It is also currently live in pop-up form at Hainan Meilan International Airport in partnership with China Duty Free Group.