Campari Group GTR hails success of The Glen Grant Exploration No.1 launch

Campari Group GTR is celebrating the successful avant-première launch of The Glen Grant Exploration No.1 – the first in a collection of limited-release single malt Scotch whiskies, available exclusively in travel retail for six months.

Since its March debut, the expression has landed at more than 40 premium Asia Pacific airport touchpoints across eight countries, reaching an estimated 72 million travelers.

Biancamaria Sansone, Marketing & CCM Director at Campari Group GTR, commented, “The Glen Grant Exploration No.1 campaign has successfully combined innovation, storytelling, and engaging retail experiences to create a rich, multi-sensory journey for travelers. By bringing the story of ‘The Major’ to life, the campaign struck a chord in Asia Pacific travel retail, and as exclusivity comes to a close, we are excited to take this journey further. We are confident it will also impress consumers beyond travel retail and continue to inspire exploration across Asia Pacific markets, while adding meaningful value to the Scotch whisky category.”

The Glen Grant Exploration No.1 has been showcased through high-profile activations across Australia, China, Hong Kong, India, Malaysia, New Zealand, Singapore, South Korea, and Thailand. A key highlight was the flagship activation at Hong Kong International Airport – the largest of the campaign – which invited travellers to embark on a journey beyond the splendors and discover the limited release through an elevated retail showcase. Complementing this was a new tasting voyage, available in Hong Kong and selected airports, immersing travelers in the whisky’s creation through an aroma discovery experience. At Kuala Lumpur International Airport, The Glen Grant Exploration No.1 took center stage in a 30-square-meter pop-up with Eraman, ahead of another exclusive release arriving in September.

To amplify the story, the campaign came to life through a three-day influencer journey in Hong Kong with creators from Hong Kong, Singapore, and South Korea. Immersed in the city’s flavors, landscapes, and culture, they shared authentic storytelling that reflected the whisky’s character and extended its relevance across social media. The activity generated 400,000 impressions, reinforcing meaningful connections with consumers.

The launch was further supported by an omnichannel marketing program spanning online and offline touchpoints, including in-store presence, high-profile animations, and digital activations. Blending sight, scent, story, and interaction, the campaign delivered 1.9 million PR impressions, 1.2 million impressions via a partnership with Singapore ride-hailing service Grab, and 60 retailer platform publications.

The Glen Grant Exploration No.1 is the first release in The Glen Grant Exploration Series which celebrates James ‘The Major’ Grant’s worldly quests to uncover flavors through experimentation with diverse cask finishes. This expression showcases The Glen Grant’s delicately aromatic and fruity signature character, finished in exquisite rum casks. After maturation in bourbon barrels, the whisky is transferred to hand-selected Caribbean rum casks for finishing and bottled at 48% ABV without chill filtration. The result is an evocative whisky that offers a vibrant flavor tapestry of tropical fruits, rich dark sugar, and warming spices, transporting travelers on a sensorial journey.

The Glen Grant Exploration No.1 – Tasting Notes

• Color: Bright amber

• Aroma: Rich soft fruits, orange and ripe banana

• Taste: Warming spices, followed by sweet vanilla and a tropical fruit flair

• Finish: Lasting and creamy with fresh pineapple notes

• ABV: 48%