January 21 2025  |  Spirits & Tobacco

The Glen Grant launches Year of the Snake campaign in Asia Pacific travel retail

By Wendy Morley

The Glen Grant's Year of the Snake activation  features an LED pillar, wall bays and themed displays that merge Scottish heritage with Lunar New Year design elements


Campari Group Global Travel Retail has unveiled The Glen Grant's Lunar New Year campaign across Asia Pacific, featuring limited edition gift sets and retail activations designed to strengthen the Speyside brand's presence in the region.

The "Bloom in the Splendour of the New Year" campaign centers on three expressions – The Glen Grant 10 Year Old, 12 Year Old Travel Exclusive Non-Chill Filtered and 15 Year Old – presented in premium gift boxes with festive design elements. The 10 and 12 Year Old sets include dedicated sleeves, while all expressions come with a geometric snake bottle stopper.


Golden snake motifs and botanical elements from The Glen Grant's Garden of Splendours are woven throughout the display designs, reinforcing the brand's premium positioning

The gift boxes incorporate golden accents including a snake motif symbolizing good fortune, alongside elements from The Glen Grant's 'Garden of Splendours' concept such as the distillery's glasshouse and blue poppy imagery.

"Unveiling The Glen Grant's Year of the Snake 2025 campaign during one of Asia's most celebrated festivals marks an important milestone in our strategy to accelerate the brand's presence across key travel retail markets in the region. The launch continues the roll-out of our premium new visual identity, showcasing The Glen Grant's refined Speyside heritage through dynamic activations, innovative digital engagements, and exclusive releases. We remain committed to ensuring The Glen Grant continues to impress and build its legacy in travel retail by connecting with travelers and meeting their needs for quality, gifting and collectability -- and we hope that travelers enjoy The Glen Grant as part of their Lunar New Year celebrations," says Biancamaria Sansone, Marketing & CCM Director at Campari Group GTR.

The campaign includes over 15 retail activations across China, Hong Kong, Korea, Malaysia and Singapore featuring specially designed gondolas, wall bays and window displays. A centerpiece is the month-long window takeover at Hainan's cdf Haikou International Duty Free Shopping Complex, while Hong Kong International Airport hosts an LED pillar with celebratory animations.

Retail partners including Lotte Duty Free in Singapore and DUTY ZERO by cdf in Hong Kong have launched pre-trip digital and social media communications. Select locations offer tastings at dedicated bars with trained brand ambassadors. The activations feature garden-inspired gondolas with 3D-printed golden snake motifs to underscore the campaign theme.

The launch aligns with the rollout of The Glen Grant's new brand visual identity inspired by the historic "Garden of Splendours" at its Speyside distillery. This garden concept, rooted in founder James 'The Major' Grant's botanical pursuits, combines natural elements with contemporary design across digital, experiential and retail touchpoints.

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