Campari celebrates The Glen Grant Exploration No.1 with Moodie Davitt Report makeover

Campari Group Global Travel Retail (GTR) is celebrating the travel retail pre-launch of The Glen Grant Exploration No.1 with a makeover of The Moodie Davitt Report homepage and an elegant treatment of our mobile website.

As reported,The Glen Grant Exploration No.1 is the inaugural expression in a new collection of limited-release single malt Scotch whiskies.

The whisky – the brand’s first avant-première release – is available exclusively in travel retail at 37 premium airport locations across eight Asia Pacific markets 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 celebrates the art of flavour discovery through diverse cask finishes. Travellers will be able to explore new additions to the series bi-annually.

On his mission to realise a singular character for The Glen Grant, The Major introduced tall, slender pot stills combined with water-cooling purifiers at the distillery. He often journeyed to different countries to discover new flavours for The Glen Grant.

The first release is finished in hand-selected Caribbean rum casks, following an initial maturation in bourbon barrels. Bottled at 48% ABV and non-chill filtered, Exploration No.1 offers a vibrant palate of tropical fruit, dark sugar and warming spice.

At the heart of the campaign is a dynamic pop-up designed to immerse travellers in The Glen Grant Exploration No.1 story.

At high-traffic airports, impactful animations invite passengers to engage with an aroma discovery journey – complete with bell jars containing key tasting notes such as ripe banana, toasted coconut and exotic spices.

A digital discovery tool complements the in-store experience, charting The Glen Grant’s 180-year legacy, from innovation in still design to the global expeditions that inspired today’s flavour-led expressions.

Activations at select locations feature guided tastings led by trained brand ambassadors, alongside exclusive gifting opportunities, including a bespoke luggage tag, available as a gift with purchase.

The omnichannel campaign also includes a strategic partnership with Grab in Singapore from 1-31 May which targets travellers pre- and post-journey. A dynamic KOL trip to Hong Kong will take place in May, including exploration of natural landscapes while capturing new flavour pairings inspired by the whisky’s Caribbean cask finish.

Presented in packaging that pays homage to The Major’s 19th-century voyages, Exploration No.1 features an exclusive design incorporating Caribbean sugarcane motifs and natural textures.

The refined light-blue and cream colour palette adds a premium and modern aesthetic to the series, capturing The Glen Grant’s spirit and exploration.

Campari Group GTR Marketing & CCM Director Biancamaria Sansone commented: “The arrival of The Glen Grant Exploration Series is a landmark moment in our ongoing investment into Scotch whisky in travel retail. Travellers across Asia Pacific are seeking more innovative and exclusive whisky experiences, and our first avant-première launch for The Glen Grant meets this growing need.

“Travel retail provides the perfect platform for discovery and our omnichannel campaign brings the story of ‘The Major’ to life in a new and immersive way. We are confident that travellers will enjoy uncovering this distinctive liquid for the first time.”

The Glen Grant Exploration Series will introduce new releases every six months, offering whisky connoisseurs an evolving collection that celebrates innovation, craftsmanship and the power of cask finishing.