William Grant & Sons races into TFWA Asia Pacific with brand new stand
The partnership between Glenfiddich and Aston Martin Formula 1 Team was announced late last year
William Grant & Sons is returning to the TFWA Asia Pacific Exhibition in May with a brand-new stand design inspired by Glenfiddich’s recent partnership with Aston Martin Formula 1 Team (Basement 2, N19).
In November 2024, Glenfiddich announced the exclusive long-term partnership bringing together two timeless brands renowned for their heritage, innovation, and relentless pursuit of excellence.
At the TFWA Asia Pacific exhibition, William Grant & Sons will showcase recent global travel retail-exclusive innovations.
Invited guests will have an exclusive opportunity to experience the upcoming GTR release during a private tasting and cocktail event at the stand Wednesday, May 14, from 5pm to 7pm.
With Glenfiddich and The Balvenie, both experiencing strong growth over the past year, William Grant & Sons’ travel retail division has delivered robust results in Asia Pacific duty free.
This momentum, which has continued across Q1 of 2025 and is supported by key brand developments such as the addition of The Balvenie 12 Year Old Golden Cask and the launch of Hendrick’s Sunspell. Additionally, Monkey Shoulder continues to accelerate its position, further strengthening overall performance in the region.
“We continue to observe a shift towards premiumization, with travelers seeking unique experiences and exclusive whisky expressions in duty-free,” said Rufus Parkinson, Regional Managing Director GTR.
“William Grant & Sons is well positioned to meet this growing demand with our leading malts and premium gin portfolio, strengthened by standout activation plans across key locations including the exciting launch of our Glenfiddich partnership with Aston Martin Formula 1 Team. The continued expansion of our Shop-in-Shop concept is also ensuring an elevated and immersive shopping experience.”
Throughout the trade show, stand visitors will be served cocktails featuring various brands including recently launched The Balvenie 12 Year Old Golden Cask and Hendrick’s Sunspell, alongside Silent Pool Gin and Glenfiddich Single Malt.
