William Grant & Sons Celebrates Fresh New Look of the Glenfiddich Cask Collection

William Grant & Sons returns to Singapore this year for the TFWA Asia Pacific Exhibition with some refreshing products, activations, and concepts (stand B2/N19).

The primary highlight is the new packaging for Glenfiddich Cask Collection. “We are continually refreshing and revitalizing the Glenfiddich offer and this move reflects the ongoing evolution of the Cask Collection range, ensuring relevancy to our core consumers,” says Ed Cottrell, WGS Managing Director GTR. “The new look aims to strengthen the collection’s visibility on-shelf and enhances the premium cues of the range whilst reinforcing its contemporary appeal.” This packaging refresh is supported by a special Virtual Reality activation, where guests are not only transported into the virtual world of Glenfiddich but can also write their tasting notes in the air using a unique device. The written words are visible through goggles worn by the guests and also on a large digital screen, grabbing the attention of bystanders when activated at airport locations.

In the build-up to World Cucumber Day on June 14^th, William Grant & Sons will be making use of Cucumber themed activations throughout key airport locations globally, with innovative, interactive promotions tools such as the ‘Master Serve ‘O’ Matic’ bicycle, which delivers the perfect slice of cucumber to accompany a ‘Hendrick’s & Tonic’. The bicycle unit, is designed to bring the Hendrick’s brand to life in a fun and disruptive way, and will be on William Grant & Sons’ stand for show visitors to test out.

The Monkey Shoulder drinks trolley also returns, serving up contemporary pre-mixed cocktails and playlists to delight and reinvigorate delegates weary from their busy meeting schedules during the show. Monkey Shoulder’s positioning of “100% Made for Mixing” supports its versatility as a premium Blended Malt whisky that can be enjoyed on its own or in cocktails. Visitors can enjoy some of the classic Monkey Shoulder cocktails from the bar area, along with other drinks from the wide portfolio. Monkey Shoulder is currently the fastest growing brand in the region, achieving an 88% growth increase since 2015.

“Asia Pacific sells more products in the Ultra-Premium and Prestige segments than any other region in the world,” continues Cottrell. “It is a vital location for us, accounting for nearly 50% of William Grant & Sons total GTR sales in these segments.”

Says Scott Hamilton, WGS Regional Director ASPAC: “The ever growing importance of the Asia Pacific region makes the TFWA Asia Pacific exhibition an essential show to connect with customers. Following our new JALUX agreement, this event will be particularly important for meeting potential new partners in Japan.”