The Glen Grant
The Glen Grant – A journey of exploration
As Campari Group releases the first in an exciting new travel retail series, we speak to the company about the limited edition’s potential in Asia Pacific.
Introduction: Campari Group Global Travel Retail (GTR) recently unveiled The Glen Grant Exploration limited-edition single malt Scotch whisky series, available exclusively in travel retail for a six-month period.
The whisky – the brand’s first avant-première release – is available exclusively in travel retail at 38 airport locations across eight Asia Pacific countries from March to August.
The roll-out is supported by a comprehensive omnichannel campaign designed to captivate and engage travellers throughout their journey.
Crafted to reflect the pioneering spirit of James ‘The Major’ Grant, who led The Glen Grant through an era of global exploration and innovation, the Exploration Series aims to celebrate the art of flavour discovery through diverse cask finishes. Travellers will be able to explore new additions to the series bi-annually.
To coincide with the landmark launch and campaign, we speak with Campari Group GTR Marketing and Customer Communications Senior Director Biancamaria Sansone about the appeal of The Glen Grant and its latest expression in the vital Asia Pacific market. The Glen Grant Master Distiller Greig Stables also talks about his career and passion for whisky-making (next page).
“The Exploration Series is a perfect fit for travel retail – it’s about discovery, rarity and storytelling” – Campari Group GTR Marketing and Customer Communications Senior Director Biancamaria Sansone
The Glen Grant Exploration Series pays tribute to James ‘The Major’ Grant’s legacy of innovation through a bi-annual release of limited-edition cask-finished whiskies
A global first for The Glen Grant
“This launch represents a milestone for us – our first ‘avant-première’ in global travel retail and the start of a broader strategy to build brand equity through storytelling and innovation.”
So says Campari Group Global Travel Retail Marketing and Customer Communications Senior Director Biancamaria Sansone about the release of The Glen Grant Exploration No.1, the first in a new collection of limited-release single malt Scotch whiskies.
On why the release is especially relevant to Asian whisky enthusiasts, she says: “Asia’s travel retail market is rapidly evolving, and we are witnessing a surge in diversity among travellers. The audiences we are seeing are highly discerning and curious. They are seeking brands that go beyond the expected – brands that deliver craftsmanship, but also authenticity, exclusivity and immersive experiences.”
Sansone says that Campari Group GTR has tailored its omnichannel campaign across 38 airport touchpoints in eight key Asia Pacific markets to mirror the behaviours of today’s travellers, combining flavour discovery experiences, digital storytelling and engaging tastings.
“Our activation in Hong Kong, for example, features an aroma discovery ritual and personalised gifts with purchase – perfect for both gifting and self-reward, which remain key consumption drivers in the region.”
Select activations offer personalised luggage tags as gift with purchase
On the brand owner’s expectations for the launch, Sansone says: “We see tremendous opportunity for The Glen Grant across Asia, particularly in key APAC travel retail destinations, where high-net-worth travellers are actively seeking unique finds.
“With The Glen Grant Exploration No.1, our ambition is to firmly position the brand within the premium single malt category by offering something both rare and meaningful. The Exploration Series is a perfect fit for travel retail – it’s about discovery, rarity and storytelling, all of which resonate strongly with our target audience.
“In our key launch markets, including Hong Kong and Singapore, we have rolled out our most ambitious omnichannel campaign to date, blending physical discovery and digital engagement.”
Examples of how the campaign blends physical and digital touchpoints include the hero activation in Hong Kong from April to June. Here, consumers will encounter immersive brand storytelling via digital displays, an aroma discovery experience and personalised GWPs. In Singapore, a partnership with ride-hailing app Grab from 1 to 31 May is designed to connect with travellers even before they reach the airport.
Campari Group GTR is also working with regional key opinion leaders to bring The Glen Grant Exploration No.1 story to life through social media through an exclusive press trip to Hong Kong – as the brand owner seeks to communicate at a deeper level with whisky lovers across the region.
Sansone says, “Ultimately, our hope is to inspire a new generation of whisky drinkers to view The Glen Grant as a compelling alternative – one that stands for taste, curiosity and exploration in the travel retail space.”
The refined light-blue and cream colour palette adds a modern touch to the supporting activations
The Glen Grant Exploration pop-up at Hong Kong International Airport offers guided tastings led by brand ambassadors
The aroma discovery journey is complete with bell jars containing key tasting notes, such as ripe banana, toasted coconut and exotic spices
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The Moodie Davitt eZine
Issue 345 | 4 June 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please email kristyn@moodiedavittreport.com