William Grant & Sons doubles down on elevating GTR exclusives for 2025
William Grant & Sons has launched the limited edition Sunspell gin as the latest addition to its Cabinet of Curiosities expressions line, which has already been rolled out exclusively in global travel retail
From Glenfiddich, Monkey Shoulder, The Balvenie to Hendrick’s, the message from William Grant & Sons for its 2025 global travel retail spirits portfolio is one of adding value via exclusives and personalization, according to brand marketing head, Gwilym Cooke.
Glenfiddich Perpetual will kick off William Grant & Son’s focus in 2025 on limited edition exclusives with its Lunar New Year gift packs. These colorful additions to the range feature new artist collaborators’ designs for the 15 and 18-year-old expressions and include two tumblers encased in the gift box. “We think more localized gifting opportunities fit the Perpetual customer. The personalization tags offer in-store engagement with travelers; they can choose their own messages and it’s more of an elevated gift with purchase,” says Cooke.
Glenfiddich personalization tags for gifting opportunities offer in-store engagement with travelers
Monkey Shoulder will also receive the localized/holiday edition treatment – building on the success of its twin pack in Asia, a new twin pack design highlighting Singapore will launch for Q1 with a further Diwali design for later in the year.
The Balvenie is due to launch a new 12-year-old expression for 2025, tapping into travelers looking for entry-level single malts. “We wanted to launch our 12-year-old Golden Cask single malt as a first-look aged statement in travel retail. This is finished in casks seasoned with a blend of rums from the Caribbean and matured locally in Scotland. In the hands of our Malt Master Kelsey McKechnie, this blend is a marriage of the Caribbean and Scotland and with global distribution, it completes our aged offer for travel retail customers,” explains Cooke.
A limited edition Hendrick’s watering can will launch for GTR customers in April
A new Hendrick’s watering can gift pack (including a 70cl bottle of Hendrick’s original) is a center piece for the brand’s strategy to focus on gifting and immersive brand activations. “Early indications show our Hendrick’s watering can will be very popular in travel retail. We know botany is a passion point for some Hendrick’s drinkers and we have plenty of ideas for how to activate this with some additional theatre in the channel,” says Cooke.
The Hendrick’s watering can, which is fully functional, will be available from April through October next year.
Staying with Hendrick’s, William Grant & Sons has launched the limited edition Sunspell gin as the latest addition to its Cabinet of Curiosities expressions line, which has already been rolled out exclusively in global travel retail.
“Sunspell is a very special launch for us. The magic of an emotive sunset was the inspiration behind Hendrick’s Master Distiller Lesley Gracie who wanted to create a Scottish sunset in a bottle. It’s a citrus-forward taste with our signature cucumber essence. It’s about discovery and innovation in gin provenance,” says Cooke.
Hendrick’s Sunspell will see activations in travel retail between March and June next year.
