GLENFIDDICH’S PERPETUAL COLLECTION IMMERSIVE POP-UP MAKES US DEBUT IN MIAMI

Glenfiddich’s ground-breaking Perpetual Collection immersive pop-up concept has made its US debut at Miami International Airport – a key location and market for the brand. The innovative in-person experience – created to showcase Glenfiddich’s new travel retail exclusive Perpetual Collection – is situated in Miami North Terminal, Concourse D, in the large rotunda space next to Gates D37/38. The event is running at the airport from 8th December to 5th January. 

This immersive pop-up is being complemented by in-store activations, in partnership with Duty Free Americas (DFA), to highlight the launch of Glenfiddich Perpetual Collection in the retailer’s 12 airport stores. In addition, a digital campaign across all North, Central, and South terminal screens aims to maximise awareness and visibility at all points of the passenger journey.

“We are excited to launch the new Glenfiddich travel retail exclusive collection in our stores at MIA,” noted DFA VP Spirits & Wine Jonathan Bonchick. “It’s a pleasure to collaborate with global brand partners such as William Grant & Sons to tailor our travel retail offer to our customers’ evolving tastes and preferences.”

Featuring four single malt whiskies, each matured within vats that have never been emptied, adding continuous layers to flavours, The Perpetual Collection began its global travel retail roll-out in August 2022. The line-up comprises:

● Vat 01 (ABV 40%) – Elegant and smooth, this expression uniquely layers sweet and spicy notes with hints of creamy vanilla and subtle oak, for a soft and mellow taste with added depth due to its maturation in bourbon & red wine casks. 

Vat 02 (ABV 43%) – Mellow yet complex, with hints of rich fruit and subtle spice. Matured in Spanish sherry casks, this rich single malt delivers a deliciously smooth taste. 

● Vat 03 (ABV 50.2% – non-chill filtered) - Elevated over 15 years of maturation in American,  Virgin American oak, and European Sherry casks, this full-bodied whisky harmoniously combines warm notes of spice with hints of nutty marzipan and dark sherry oak. A satisfyingly rich and sweet Glenfiddich.

● VAT 04 (ABV 47.8% – non-chill filtered) - Warming and refined. Patiently aged in Oloroso sherry and bourbon casks for 18 years, VAT 4 delivers a deep, rich aroma of robust oak, ripe orchard fruit and baked apple. A luxuriously fruity and exceptionally rewarding Glenfiddich. 

Attracting 3,500 visitors, the first Perpetual Collection immersive pop-up took place in Singapore Changi Airport Terminal 1 Departures, in association with Lotte Duty Free, from 27th September to 31st October. This was followed by a second pop-up installation at Amsterdam Schiphol Airport, from 1-31st October.

The Miami pop-up offers travellers an exclusive immersive discovery experience during the busy Holiday period. Each guest that enters the space has their movements captured by motion-sensors and projected in waves of colour onto a digital screen, thereby creating a unique piece of evolving generative art that references the pioneering Solera Vat process by which the whisky is made.

Guided by a Brand Ambassador, pop-up visitors are then invited to sample the four distinctive Glenfiddich Perpetual Collection expressions. A personalised gifting service allows travellers to customise their chosen bottle with a written or recorded message that is added via QR code – the perfect finishing touch for those seeking an extra-special Christmas gift.

“We have been thrilled by the reception to our Perpetual Collection pop-up at Miami International,” noted Lindsay Hitzeroth, Head of Customer Marketing Global Travel Retail at William Grant & Sons. “Immersive, experiential launches like this appeal to both existing customers and new drinkers, and illustrate our strategy of investing in activations that offer premium, exclusive products in an attractive and engaging way.”

She added: “The Glenfiddich Perpetual Collection is a range of whiskies in perpetual motion, that never sits still – just like our commitment to creating unique shopping experiences for travellers in collaboration with our valued retail partners. The next locations for this pioneering pop-up concept will be Hainan and Dubai, both of which are scheduled to go live during Q1 of 2023.”