William Grant & Sons has unveiled its ground-breaking digital art experience activation, created to support the release of Glenfiddich’s Grand Yozakura 29 Year Old scotch whisky, at Taiwan Taoyuan International Airport – the hero travel retail location for this limited edition launch and campaign. In partnership with Ever Rich Duty Free, the installation is running from 2nd June until 31st August.
Grand Yozakura is a unique fusion of the finest flavours from Scotland and Japan. The introduction of this latest limited release from the prestigious Glenfiddich Grand Series celebrates the fleeting beauty of Hanami, Japan’s renowned “cherry blossom festival”.
Taoyuan Airport’s Grand Yozakura activation has been designed to take centre stage in the T1 Departure North outpost, a position that enjoys high traffic and superior visibility. The installation incorporates a full concourse store, plus additional gondola. An eye-catching back wall includes a digital screen that showcases different works of art by Japanese artist, director and designer, Fantasista ‘Uta’ Utamaro, which portray the cherry blossoms illuminated at night. In addition, VR sets are available to allow passengers to fully immerse themselves in a one-of-a-kind virtual gallery, that also features exclusive behind-the-scenes-videos with Uta.
Reflecting its namesake and the temporal nature of the beauty it pays tribute to, only a limited number of Grand Yozakura bottles are available globally. Within travel retail, the release is available at only a handful of key strategic airports, for a limited time only.
The whisky packaging includes a bespoke topper and traditional poem printed onto each specially designed outer. To further enhance purchases, the Taoyuan activation will also offer a special traditional Japanese ‘furoshiki’ gift-wrapping ritual to travelling consumers. It will also provide an opportunity for passengers to explore the other releases within Glenfiddich’s ground-breaking Grand Series collection.
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“We are thrilled to collaborate with Ever Rich Duty Free to showcase our Grand Yozakura whisky at this key travel retail location,” commented William Grant & Sons Managing Director Global Travel Retail David Wilson. “As the first single malt scotch whisky to be finished in Japanese ex-Awamori casks, this exceptional liquid has an unforgettable taste – and we have created an equally memorable digital art activation to support it.
“The innovative, immersive installation delivers an exceptional shopping experience for this region’s discerning and knowledgeable travellers. This limited edition release, and its corresponding marketing campaign, is yet another example of Glenfiddich’s commitment to innovating strongly within the single malt category, to drive excitement and further satisfy the strong consumer demand in Asia.”
“We are pleased and proud to partner with William Grant & Sons on this flagship installation for Glenfiddich’s Grand Yozakura 29 Year Old scotch whisky,” commented Ever Rich Duty Free Vice President Patricia Wang.. “We have worked hard to create a distinctive activation that does justice to this exceptional release, and we are confident that our discerning passengers will appreciate the opportunity to discover this sought-after bottling.”
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