A Scotch whisky range has rebranded its Master Distiller’s Reserve range for the travel retail market.
The Glenlivet Triple Cask series includes Distiller’s Reserve, White Oak Reserve and Rare Cask, but is being given a new brand identity, which reflects the triple maturation process of each expression.
The Master Distiller’s Reserve will become the Distiller’s Reserve, the Solera Vatted will be now known as the White Oak Reserve, and the Small Batch becomes the Rare Cask.
The Glenlivet Triple Cask Distiller’s Reserve is created with spirit influenced by three cask types, ex-sherry, American oak and European oak.
White Oak Reserve uses a higher proportion of spirit matured in first fill American white oak casks.
And the Rare Cask whisky will be bottled and released in numbered small batches, using a higher proportion of ex-sherry casks.
The Glenlivet will also be enhancing its in-store experience with a new personalisation service, allowing travellers to add a personal message to any of the Glenlivet Triple Cask bottles.
Laura Lung, marketing manager, malts at Pernod Ricard Global Travel Retail, said: ‘Personalisation continues to be a key purchase motivator for consumers, especially when it comes to their favourite brands and products. It provides consumers with multiple opportunities to shop for different gifting occasions, from Father’s Day to birthdays and anniversaries.
‘The activations we have created to support the launch of The Glenlivet Triple Cask series capitalise on this enduring trend and show how we are constantly evolving the brand to listen and respond to the needs of our consumers.
‘With The Glenlivet Triple Cask Flavour Discovery and the personalisation service, we hope to have crafted a unique experience that will both help inspire consumers to discover which of The Glenlivet Triple Cask expressions is best matched to their taste preference, as well as provide a one-of-a-kind gift and treasured memory.’
Pernod Ricard Global Travel Retail has created a series of in-store activations in major airports across the globe, called The Glenlivet Triple Cask Flavour Discovery, to promote the change of branding.