The immersive pop-up concept for Glenfiddich’s travel retail exclusive Perpetual Collection has made its US debut at Miami International Airport.
Situated in Miami’s North Terminal Concourse D, in the large rotunda space next to Gates D37/38, it is running from 8 December 2022 through to 5 January 2023.
The pop-up is being supported by in-store activations in partnership with Duty Free Americas (DFA) to highlight the launch of the Glenfiddich Perpetual Collection in the retailer’s 12 airport stores.
All of this is further enhanced with a digital campaign across all North, Central and South terminal screens that aims to maximise awareness and visibility throughout the passenger journey.
“We are excited to launch the new Glenfiddich travel retail exclusive collection in our stores at MIA,” said DFA VP Spirits & Wine Jonathan Bonchick.
“It’s a pleasure to collaborate with global brand partners such as William Grant & Sons to tailor our travel retail offer to our customers’ evolving tastes and preferences.”
The Glenfiddich TREX Perpetual Collection has been described by Gwilym Cooke, Head of Brand Marketing, Global Travel Retail, William Grant & Sons, as ‘the brand’s biggest launch in travel retail in the past decade’.
It features four single malt whiskies, each matured within vats that have never been emptied, adding continuous layers to flavours.
The collection began its global travel retail roll-out in August 2022, with the first immersive pop-up appearing at Singapore Changi Airport’s Terminal 1 Departures in association with Lotte Duty Free.
It ran from 27 September to 31 October and attracted a total of 3,500 visitors.
All those who enter the space have their movements captured by motion-sensors and projected in waves of colour onto a digital screen.
In turn, this creates an original piece of evolving generative art that references the Solera Vat process by which the whisky is made.
In Miami, which is a key location and market for Glenfiddich, the pop-up is targeting travellers during the busy holiday period.
Visitors can sample the different expressions, guided by a brand ambassador, and take advantage of the personalised gifting service to customise their chosen bottle with a written or recorded message added via a QR code.
“We have been thrilled by the reception to our Perpetual Collection pop-up at Miami International,” said Lindsay Hitzeroth, Head of Customer Marketing Global Travel Retail at William Grant & Sons.
“Immersive, experiential launches like this appeal to both existing customers and new drinkers, and illustrate our strategy of investing in activations that offer premium, exclusive products in an attractive and engaging way.
“The Glenfiddich Perpetual Collection is a range of whiskies in perpetual motion, that never sits still – just like our commitment to creating unique shopping experiences for travellers in collaboration with our valued retail partners.
“The next locations for this pioneering pop-up concept will be Hainan and Dubai, both of which are scheduled to go live during Q1 of 2023.”