The Glenlivet Unveils The Groundbreaker Collection at Singapore Changi Airport
Pernod Ricard Global Travel Retail (PR GTR) has officially launched The Groundbreaker Collection, marking an exciting chapter in the history of one of Scotland’s most revered whisky brands, The Glenlivet. This limited-edition series celebrates two centuries of whisky craftsmanship and pays homage to the creatives, such as founder George Smith, who have boldly charted their own paths in the world of art and culture.
The Groundbreaker Collection is making waves at Changi Airport.
A Visionary Collaboration: Chapter One - The Journey Inward
The collection’s inaugural release, titled Chapter One: The Journey Inward, features a stunning collaboration with artist Red Hong Yi, famously dubbed The Artist Who Paints Without A Brush. Her innovative approach to art involves using fire to char traditional Chinese pigment paper, creating intricate designs that reflect her travels and her dedication to social causes and the promotion of women in the arts.
Her creative process serves to inspire The Glenlivet’s own formulation for this special release. In a pioneering move, a portion of the whisky undergoes a unique double finishing in American Oak and European Red Wine casks—an exclusive for The Glenlivet that adds depth to its flavor profile.
The Changi Experience: A Celebration of Taste and Art
From September 17 to October 27, 2024, travellers at Singapore’s Changi Airport can immerse themselves in the Groundbreaker experience at an innovative pop-up in Terminal 1 Departure Transit. This event, developed in collaboration with Lotte Duty Free Singapore, invites whisky lovers to sample The Glenlivet and partake in a variety of engaging activities designed to stimulate the senses and celebrate creativity.
Explore the sensory delights of The Glenlivet.
Inside the pop-up, guests find themselves in a space inspired by Hong Yi’s artwork. Visitors can engage with a bespoke app on in-store iPads where they can create their own digital masterpiece—a postcard echoing the artist’s stunning designs. This hands-on experience allows guests to create a tangible memento to share with their loved ones, capturing not just their time at the pop-up but also the essence of their journeys.
After unleashing their creativity, guests can enjoy an aromatic experience with a specially designed aromatizer that brings the sweet and charred scents of The Glenlivet’s whisky to life. Connoisseurs can then indulge in guided tastings led by knowledgeable staff, who will expertly navigate the nuances of this remarkable spirit.
Those looking to enhance their experience can benefit from exclusive gifts; for expenditures exceeding $136, customers receive a classy red leather and brass Groundbreaker compass keyring, while those spending over $309 will be rewarded with an elegant trolley bag, enriching their travel experience while celebrating this incredible whisky.
Responses from Industry Leaders
Liya Zhang, the VP Global Marketing at Pernod Ricard Global Travel Retail, expressed her enthusiasm: “We are thrilled to launch The Glenlivet Groundbreaker, the first-ever collaboration series exclusively for global travel retail. This exciting series brings new innovation and excitement to the ultra-premium single malt whisky category.”
Similarly, Chandra Mahtani, Head of Airside Concessions for Changi Airport Group, remarked, “We are delighted to work with our long-term partner Pernod Ricard Global Travel Retail on this Changi 1st activation, which furthers our commitment to providing unique experiences for travellers.”
Exclusive merchandise adds a special touch to the experience.
Jeff Jeong Soongyu, Managing Director for Lotte Duty Free Singapore, also shared his thoughts: “It’s truly inspiring to see The Glenlivet Groundbreaker Collection come to life in such a unique setting—this collaboration embodies not only whisky excellence but also the celebration of art and creativity.”
Conclusion
Initial pricing for The Glenlivet Groundbreaker Collection is set at RRSP $100, available exclusively for travel retail at Lotte Duty Free Singapore within Changi Airport. Following this launch, the collection will roll out to select travel retail locations across the globe, bringing the innovative spirit of The Glenlivet to whisky enthusiasts around the world.
The offer not only showcases the richness of Speyside whisky but also invites travellers to partake in a conversation about creativity, culture, and the extraordinary journey of The Glenlivet itself.
For more information, visit Pernod Ricard Global Travel Retail.
