PR GTR and DDF’s co-produced immersive pop-up experience for The Glenlivet at DXB T3.

An immersive pop-up for the Speyside single malt whisky The Glenlivet at Dubai International’s T3 attracted 350 passengers in its first week.

Co-produced by Pernod Ricard Global Travel Retail (PR GTR) and Dubai Duty Free, and operational from 27 August to 31 October 2026, travellers can take a personalised whisky journey with the brand in Terminal 3 Departures Concourse A West.

This open-sided, teal-coloured zone is designed to reflect the waters of the River Livet, the source of the Scotch whisky’s “smooth character”.

Inside, passengers are welcomed by brand ambassadors and taken on a personalised tour of the travel-retail range and expressions, including the Cask Master’s Collection, the Regional Exclusive 12 Year Old Rum Cask, the ultra-prestige 40 Year Old and the limited-edition Dubai Duty Free Exclusive 35 Year Old, of which only one bottle remains.

With a tailored tasting ritual, incorporating an inlaid display screen and an iPad questionnaire, there has been +56% conversion to sales in response to sampling the 14, 16 and 19 Year Old expressions from The Cask Master’s Collection, in particular, according to PR GTR.

Travellers can learn about each of The Glenlivet liquids at the digital discovery table.

Buoyed by on-shelf and on-screen cross-promotion within the concourse, a brand boutique page on Dubai Duty Free’s website, personalised gifts with purchase, and a prize draw to win a VIP trip to Speyside with The Glenlivet, the activation is off to “a flying start”.

Bottles can be engraved at the dedicated personalisation station and the travel bag luggage tag embossed with their initials.

Pernod Ricard Middle East Managing Director Asli Tekes said: “We are delighted to have created this pop-up with our longstanding partners at Dubai Duty Free. Designed to respond to growing demand for premium single malt whisky, particularly among travellers from the Indian subcontinent, the experience brings The Glenlivet to life through discovery, tasting and personalisation.

“It reflects our shared ambition to elevate the traditional retail experience while supporting consumer engagement and premiumisation, and underlines the strategic importance of global travel retail in building The Glenlivet brand.”

The Dubai Duty Free pop-up showcases The Glenlivet Cask Master’s Collection – a travel retail exclusive range launched in October 2025 that features 14, 16 and 19 Year Old expressions.

Dubai Duty Free Managing Director Ramesh Cidambi added: “It is our pleasure to partner with Pernod Ricard again after the success of the Royal Salute Boutique in 2024 and 2025. With the focus on The Glenlivet’s superb Malts collection, this pop-up is sure to be of great interest to our discerning consumers, especially in the run-up to Diwali.

“The premium finish, warm ambience and discovery-led retail offer is on point and is exactly what makes Dubai Duty Free stand out from its competitors.”

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