UK – Pernod Ricard is marking the 200th anniversary of Glenlivet by unveiling The Glenlivet Caskmakers, a unique Speyside single malt available exclusively in duty-free stores.
The new release will be launched in a global campaign spanning Asia, the Pacific, the Americas, the Middle East, India, and Europe.
The Glenlivet Caskmakers will cater to the growing demand for unique and exclusive products in the travel retail channel, which has seen a 20 percemt increase in purchases between 2019 and 2023. This trend is particularly prevalent among high-net-worth individuals.
The Caskmakers edition employs a novel cask construction technique, combining alternating staves from two hand-selected barrels to create a single, reconstructed cask. This distinctive method merges ex-Spanish Sherry and freshly charred European Oak barrels, developed in collaboration with master coopers in Jerez, Spain.
Kevin Balmforth, The Glenlivet cask master said, “Integrating this method of cask creation elevates the complexity of the whisky’s flavor profile and represents our dedication to constantly exciting whisky connoisseurs around the globe.”
Liya Zhang, Vice President of Marketing at Pernod Ricard Global Travel Retail, highlighted the significance of this release: “The travel retail channel continues to offer unparalleled opportunities to launch breakthrough propositions. Uniqueness and exclusivity are leading purchase drivers for luxury consumers, making The Glenlivet Caskmakers an exciting new hero product for the travel retail portfolio.”
The Glenlivet Caskmakers will be available in selected duty-free stores at airports and travel hubs worldwide starting in May 2024, with a global campaign featuring impactful OOH sites, digital channels, and high-profile retail promotions.
During the three months ending March 2024, Pernod Ricard reported a 2 percent decline in net sales to US$2.51 billion, citing challenges stemming from soft consumer sentiment in China and inventory adjustments in the U.S.
The weak performance in China was attributed to a difficult macroeconomic environment, leading to a 12 percent drop in sales.
Similarly, in the U.S., sales declined by 11 percent as trade inventory levels were adjusted, reflecting a normalization in consumer demand following pandemic-induced trends.
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