China. Pernod Ricard Global Travel Retail has released Glenlivet 13 Year Old Tropical Rum Cask. It will be sold exclusively at duty-free shops in Taiwan from next month.
The brand owner and its retail partners will host a launch event and cocktail experience at Taiwan Taoyuan International Airport (Terminals 1 and 2) in September.
In-store animations will run throughout September and October, and brand advisors will be on hand to assist passengers. The campaign will include visual displays on departure light boxes in both terminals, as well as tropical-themed photo opportunities for travelers.
The launch was supported by an omnichannel campaign that leveraged social amplification through partnerships with Taiwanese whiskey influencers and travel media.
The campaign also included the first collaboration between Pernod Ricard Global Travel Retail and the Taiwanese travel retail company star space airline. The collaboration aims to maximize reach and engagement with travelers before departure.
The 48% abv expression has been matured in American oak barrels for 13 years, resulting in a rum finish. The liquid has aromas of sweet pear and red apple with tropical flavors. A 70cl cask of Glenlivet 13 Year Tropical Rum retails for $45.
“By recognizing the importance of the Taiwanese market, Glenlivet hopes to spark consumer interest with this fresh proposition while maintaining its brand vision,” the brand owner noted.
Liya Zhang, Vice President of Global Marketing at Pernod Ricard, commented: “The Glenlivet 13 Year Old Taiwan is a masterpiece, crafted with a tropical rum cask finish to create a tropical flavor experience. We believe in whiskey lovers and visitors to Taiwan Gotta love this expression.” ✈