Campari Group GTR unveils The Glen Grant Exploration No.1
The Glen Grant Exploration No.1 is exclusive to travel retail for a limited period
Campari Group GTR has unveiled The Glen Grant Exploration No.1, the first in a collection of limited-release single malt Scotch whiskies, exclusively available in travel retail for six months.
The Glen Grant Exploration Series celebrates James ‘The Major’ Grant’s worldly quests to uncover flavors through experimentation with diverse cask finishes, making it well-placed to debut across travel retail locations.
As the first avant-première launch for The Glen Grant, the unveiling reflects the growing importance of travel retail to Campari Group. The Glen Grant Exploration No.1 is available at 37 premium Asia Pacific airport touchpoints across eight key countries, from March to August 2025, supported by an omnichannel marketing campaign.
The inaugural release, The Glen Grant Exploration No.1, showcases The Glen Grant’s delicately aromatic and fruity signature character, finished in rum casks. After maturation in bourbon barrels, the whisky is transferred into hand-selected Caribbean rum casks for finishing and is 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 Series celebrates James ‘The Major’ Grant’s quests to uncover flavors through experimentation with diverse cask finishes
The Glen Grant Exploration Series is inspired by the visionary leadership and global expeditions undertaken by James ‘The Major’ Grant during the late 1800s and early 1900s, over 150 years ago. On his mission to realize a singular character for The Glen Grant, ‘The Major’ introduced tall, slender pot stills combined with water-cooling purifiers at the distillery and journeyed to foreign lands to discover the splendor of new flavors.
These limited release whiskies pay homage to the distinctive flavors of The Glen Grant, with each edition exploring how distinct cask finishes transform the distillery’s delicate signature profile. Travelers will be able to explore new additions to the Series bi-annually.
Biancamaria Sansone, Marketing & CCM Director at Campari Group GTR, commented, “The arrival of The Glen Grant Exploration Series is a landmark moment in our ongoing investment into Scotch whisky in travel retail. Travelers across Asia Pacific are seeking more innovative and exclusive whisky experiences, and our first avant-première launch for The Glen Grant meets this growing need. Travel retail provides the perfect platform for discovery and our omnichannel campaign brings the story of ‘The Major’ to life in a new and immersive way. We are confident that travelers will enjoy uncovering this distinctive liquid for the first time.”
The Glen Grant Exploration NO.1 launch is backed by a campaign encouraging consumer engagement
The launch of The Glen Grant Exploration No.1 will be supported by an omnichannel marketing campaign at key Asia Pacific travel hubs between March and August 2025. The program strengthens awareness for The Glen Grant Exploration No.1, engaging travelers across online and offline channels including in-store presence, high-profile animations, digital engagement and KOLs collaborations.
In high-traffic airports, travelers will be invited to embark on a journey beyond the splendors to discover the limited-release through an elevated retail showcase. A new tasting voyage immerses travelers deeper into the creation, from exploration to experimentation, through an aroma discovery experience. Travelers can lift bell jars to scent the tasting notes of The Glen Grant Exploration No.1, including ripe banana, toasted coconut, and warm spices. The exploration of diverse flavors is complemented by a digital discovery tool that charts the more than 180-year legacy to The Glen Grant Exploration No.1, covering its unique origins, cask finish, and liquid profile.
A digital campaign will target travelers throughout their journey including a planned strategic partnership with ride-hailing company, Grab, in Singapore; and a dynamic KOL press trip to Hong Kong in May. Travel and lifestyle tastemakers will capture the diverse Hong Kong landscape as they unearth the beauty of the natural terrains and new flavor pairings.
The Glen Grant Exploration Series is presented in premium and refined packaging that reinforces The Major’s global travels in the 19th Century. The striking contrast in the light blue and cream color scheme catches the eye, and adds a touch of luxury and eccentricity to the world of the Exploration Series.
Exclusively for the Exploration No.1, a bespoke pattern depicts the sugar cane and unique terroir of the Caribbean; while the use of materials and textures such as organic lines, plays of light, glass and reflection, greenery, plants and stone add a sense of naturalness.
The Glen Grant Exploration Series is a tribute to exclusivity, craftsmanship and heritage, with each whisky offered as a limited-edition expression that travelers and whisky enthusiasts can treasure. The collection serves as a testament to The Glen Grant's commitment to innovating through flavor and exploration, offering whiskies that are both evocative and uniquely reflective of their worldly cask influences.
