Campari Group GTR reveals updated brand identity for The Glen Grant and ‘Garden of Splendours’ retail concept

INTERNATIONAL. Campari Group Global Travel Retail (GTR) has unveiled a premium brand visual identity for single malt Scotch whisky The Glen Grant along with the global preview of the new ‘Garden of Splendours’ retail concept.

The initiative marks a revitalisation of the brand and, said Campari, sets “a new benchmark for sensory experiences in the whisky category in travel retail, advancing its ambition to become the most memorable single malt experience.”

The Glen Grant has launched activations in key travel retail markets to celebrate its updated visual identity, including a high-profile discovery bar with Avolta at Bangalore Airport

Campari Group GTR Marketing & CCM Director Biancamaria Sansone commented, “The new brand visual identity for The Glen Grant marks a pivotal step in emotionally and experientially connecting with our audience, particularly in Asia.

“By providing more than just whisky, we are opening a gateway to a rich, evocative history that engages all senses. Our strategic focus in Asia aims to accelerate The Glen Grant’s presence through dynamic activations, innovative digital engagements, and exclusive releases. This approach is designed to captivate the discerning tastes of whisky enthusiasts across the region, ensuring that The Glen Grant continues to impress and build its legacy in travel retail.”

The Glen Grant display showcased at Sunrise Duty Free, Shanghai Pudong International Airport

The ‘Garden of Splendours’ aims to reflect discovery and innovation and is inspired by the visionary pursuits of James ‘The Major’ Grant, who journeyed the globe to enrich his Speyside garden with exotic botanicals, such as the distinctive blue poppy from The Himalayas. Today, the garden sits at the heart of the distillery’s grounds.

In key travel retail locations across the APAC region, The Glen Grant is showcasing its new brand visual identity through an enhanced in-store presentation connected to the ‘Garden of Splendours’ concept.

The Glen Grant travel retail-exclusive range includes the 12-Year Non Chill Filtered and Cask Haven

This is designed to engage and captivate travellers with visual elements curated from The Glen Grant distillery and garden in Rothes.

The Glen Grant is offering distinct selections under its travel retail-exclusive range. “These exceptional liquids, available only to travellers, exemplify the distillery’s dedication to innovation and its belief in travel retail as a showcase for its creativity. Examples include the 12-Year Non Chill Filtered, which offers a pure, unmodified The Glen Grant flavour profile, and the Cask Haven, a testament to complexity and richness, reflecting the depth of The Major’s horticultural legacy.”

To mark this innovation, The Glen Grant has launched activations across key travel retail locations, including Singapore, Taiwan, India and South Korea. In particular, The Glen Grant-branded gondolas have been prominently featured in Singapore and Taipei, while a high-profile promotional zone at Bengaluru Kempgowda International Airport departures now includes a discovery bar, inviting travellers to discover an aromatic experience.

At the heart of the consumer engagement strategy is the innovative Tasting Tool

At the heart of the consumer engagement strategy is also the updated The Glen Grant Tasting Tool – an innovative digital feature that assists users in identifying their ideal whisky based on personal taste and aroma preferences.

The blue poppy, a rare and vivid burst of blue, which thrives against the odds in The Major’s garden

The campaign will expand with activations tailored for the Lunar New Year celebrations. This strategic initiative aims to amplify consumer engagement during this key festival, incorporating specially designed gondolas, wallbays and window displays at airport locations.

These installations will feature elements from the Glasshouse and the Lunar New Year 2025 pack, aligning with The Glen Grant’s new brand visual identity. ✈

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