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Campari Group launches channel-exclusive The Glen Grant Exploration Series in Asia Pacific
The release is supported by an omnichannel campaign, which started last month and continues through August, across 37 high-traffic airport locations in eight key Asia Pacific markets.
ASIA PACIFIC. Campari Group Global Travel Retail (GTR) has unveiled the debut release in The Glen Grant Exploration limited-edition single malt Scotch whisky series, available exclusively in travel retail for a six-month period.
The launch of the Glen Grant Exploration No.1 reinforces Campari Group’s commitment to travel retail.
The release is supported by an omnichannel campaign, which kicked off last month and continues through August, across 37 high-traffic airport locations in eight key Asia Pacific markets.
The Glen Grant Exploration Series is a tribute to James ‘The Major’ Grant’s global journey in pursuit of different flavours through cask experimentation.
This single malt features The Glen Grant’s signature aromatic and fruity profile, enhanced by a refined rum cask finish.
The promotional campaign offers travellers an immersive experience through high-profile retail showcases at key airports, featuring multi-sensory elements, such as aroma discovery and digital storytelling to showcase the brand’s 180-year legacy.
Select activations will offer guided tastings by brand ambassadors, complemented by personalised luggage tag gift available with every purchase.
The brand experience will be further amplified by a digital campaign that follows travellers throughout their journey, including a strategic partnership with ride-hailing company Grab in Singapore and a dynamic KOL press trip to Hong Kong in May. 
