December 16 2022  |  Spirits & Tobacco

Glenfiddich launches Perpetual Collection pop-up at Miami Airport

By Jane Hobson

The Glenfiddich Perpetual Activation pop-up concept made its US debut at MIA

Glenfiddich’s Perpetual Collection immersive pop-up concept has made its US debut at Miami International Airport – a key location and market for the brand. Created to showcase Glenfiddich’s new travel retail exclusive, Perpetual Collection, the in-person experience is situated at Miami North Terminal, Concourse D, in the rotunda space next to Gates D37/38.

The event is running at the airport from December 8 to 5 January 5, 2023.

This activation is supported by in-store activations in partnership with Duty Free Americas, to highlight the launch of the collection across the retailer’s 12 airport stores. Additionally, a digital campaign across North, Central and South Terminal screens aims to maximize awareness and visibility at all points of the passenger journey.

“We are excited to launch the new Glenfiddich travel retail exclusive collection in our stores at MIA. 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,” says Jonathan Bonchick, Vice President, Spirits & Wine at Duty Free Dynamics.

Featuring four single malt whiskies, each matured within vats that have never been emptied, adding continuous layers to flavors, the Perpetual Collection began its global travel retail roll-out in August 2022.

Attracting 3,500 visitors, the first Perpetual Collection pop-up took place at Singapore Changi Airport Terminal 1 Departures, in association with Lots Duty Free, from September 27 to October 31. This was followed by a second pop-up installation at Amsterdam Schiphol Airport, from October 1 to October 31.

The Miami pop-up offers travelers an exclusive immersive discovery experience during the busy Holiday period. Each guest that enters the space has their movements captured by motion-sensors and projected in waves of color onto a digital screen, creating a unique piece of evolving generative art that references the pioneering Solera Vat process by which the whisky is made.

Guided by a brand ambassador, pop-up visitors are then invited to sample the four distinctive Glenfiddich Perpetual Collection expressions. A personalized gifting service allows travelers to customize their chosen bottle with a written or recorded message that is added via QR code – the perfect finishing touch for those seeking an extra-special Christmas gift.

“We have been thrilled by the reception to our Perpetual Collection pop-up at Miami International. 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," says Lindsay Hitzeroth, Head of Customer Marketing Global Travel Retail at William Grant & Sons.

REGION Americas

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