Campari Group GTR unveils premium new brand visual identity for The Glen Grant
The Glen Grant has launched activations in key travel retail markets to celebrate its premium new brand visual identity, including a high-profile discovery bar at Bangalore Airport Departures
Campari Group Global Travel Retail (GTR) has unveiled a premium new brand visual identity for The Glen Grant – an icon of single malt Scotch whisky – along with the global preview of the ‘Garden of Splendours’ retail concept. This initiative marks a revitalization of the brand and sets a new benchmark for sensory experiences in the whisky category in travel retail, advancing its ambition to become the “most memorable single malt experience.” The introduction of this enhanced, sophisticated brand world reaffirms and strengthens The Glen Grant's prestigious image, utilizing an omnichannel approach to showcase the high-quality liquids it offers.
Biancamaria Sansone, Marketing & CCM Director at Campari Group GTR, commented, “The new brand visual identity for The Glen Grant marks a pivotal step in emotionally and experientially connecting with our audience, particularly in Asia. By providing more than just whisky, we are opening a gateway to a rich, evocative history that engages all senses. Our strategic focus in Asia aims to accelerate The Glen Grant’s presence through dynamic activations, innovative digital engagements, and exclusive releases. This approach is designed to captivate the discerning tastes of whisky enthusiasts across the region, ensuring that The Glen Grant continues to impress and build its legacy in travel retail.”
A lush narrative rooted in historical splendours
The blue poppy, a rare and vivid burst of blue, thrives against all odds in The Major’s garden. It embodies going above and beyond, a living symbol of the curiosity and passion infused in every expression of The Glen Grant
The ‘Garden of Splendours’ represents more than just a visual update; it is a deeply immersive story that dates back over a century. Inspired by the visionary pursuits of James ‘The Major’ Grant, who journeyed the globe to enrich his Speyside garden with exotic botanicals, this concept captures the essence of discovery and innovation. The Major's garden, an eclectic mix of the rare and the beautiful, including the distinctive blue poppy from The Himalayas, mirrors the uniqueness of The Glen Grant's whiskies. Today, the thriving garden at the heart of the distillery’s grounds is a living embodiment of The Glen Grant’s pioneering heritage. The brand's desire to go further, embrace unconventional approaches, and draw inspiration from nature's splendours, is evident in every bottle of its rare whisky.
The "Garden of Splendours" concept takes flight across APAC travel retail
The Glen Grant continues offer distinct selections under its travel retail exclusive range, including the 12-Year Non Chill Filtered and Cask Haven
In key travel retail locations across the APAC region, The Glen Grant is showcasing its new brand visual identity through an enhanced in-store presentation connected to the ‘Garden of Splendours’ concept. This initiative is designed to engage travelers with its premium execution and refined details. The in-store visibility, infused with visual elements curated from The Glen Grant distillery and garden in Rothes, creates a unique and disruptive ambiance that accentuates the luxurious and eccentric charm of The Glen Grant. In addition, each bottle now serves not just as a container for exceptional whisky but as a gateway to the splendid ‘Garden of Splendours,’ inviting whisky lovers on an immersive sensory journey that underscores the brand’s timeless prestige and quality.
The Glen Grant continues to offer distinct selections under its travel retail exclusive range. These liquids, available only to travelers, exemplify the distillery's dedication to innovation and its belief in travel retail as a showcase for its creativity. Examples include the 12-Year Non Chill Filtered, which offers a pure, unmodified The Glen Grant flavor profile, and the Cask Haven, a testament to complexity and richness, reflecting the depth of The Major’s horticultural legacy.
Strategic rollout: The Glen Grant's expansion in key travel retail locations
At the heart of the consumer engagement strategy is the updated The Glen Grant Tasting Tool – an innovative digital feature that assists users in identifying their ideal whisky based on personal taste and aroma preferences
To celebrate its latest evolution, The Glen Grant has launched activations across key travel retail markets, including Singapore, Taiwan, India, and South Korea. In particular The Glen Grant-branded gondolas have been prominently featured in Singapore and Taiwan, while a high-profile promotional zone at Bangalore Airport Departures now includes a discovery bar, inviting travelers to immerse themselves in an aromatic experience.
At the heart of the consumer engagement strategy is also the updated The Glen Grant Tasting Tool – an innovtive digital feature that assists users in identifying their ideal whisky based on personal taste and aroma preferences. This tool underscores The Glen Grant's dedication to education and personalization, reflecting its ongoing commitment to enriching consumer experience in the digital realm.
Building on this momentum, the campaign will expand with bespoke activations tailored for the Lunar New Year celebrations. This strategic initiative aims to amplify consumer engagement during one of Asia’s most celebrated festivals, incorporating specially designed gondolas, wall-bays, and window displays at airport locations. These installations will feature elements from the Glasshouse and the Lunar New Year 2025 pack, seamlessly aligning with The Glen Grant’s premium new brand visual identity and demonstrating its versatility and relevance.
