The Glenlivet rebrands Master Distiller’s Reserve whiskiesBy Owen Bellwood
Single malt Scotch whisky brand The Glenlivet has relaunched its Master Distiller’s Reserve range as the travel retail-exclusive Triple Cask series.
Launching this month, The Glenlivet Triple Cask collection has been developed to “bring a new visual identity” to the range, which reflects the triple maturation process of each expression.
The changes include replacing the Master Distiller’s Reserve with the Distiller’s Reserve; replacing Solera Vatted with White Oak Reserve; and renaming Small Batch as Rare Cask.
The Glenlivet Triple Cask Distiller’s Reserve (US$53) is created with spirit influenced by three cask types, ex-Sherry, American oak and European oak – said to give the whisky “a harmonious balance of fruity notes and smoothness”.
White Oak Reserve (US$75) uses a higher proportion of spirit matured in first fill American white oak casks, giving the whisky “sweet velvety” notes and flavours of “creamy coconut and vanilla”.
Finally, the Rare Cask whisky (US$115) will be bottled and released in numbered small batches. A higher proportion of ex-Sherry casks is said to give this whisky “unrivalled richness in taste and depth of flavour”.
Alongside the launch of the three new whiskies, The Glenlivet will “enhance the in-store experience” with a new personalisation service, which allows travellers to add a personal message to any of The Glenlivet Triple Cask bottles.
Laura Lung, marketing manager, malts at Pernod Ricard Global Travel Retail, said: “Personalisation continues to be a key purchase motivator for consumers, especially when it comes to their favourite brands and products. It provides consumers with multiple opportunities to shop for different gifting occasions, from Father’s Day to birthdays and anniversaries.
“The activations we have created to support the launch of The Glenlivet Triple Cask series capitalise on this enduring trend and show how we are constantly evolving the brand to listen and respond to the needs of our consumers.
“With The Glenlivet Triple Cask Flavour Discovery and the personalisation service, we hope to have crafted a unique experience that will both help inspire consumers to discover which of The Glenlivet Triple Cask expressions is best matched to their taste preference, as well as provide a one-of-a-kind gift and treasured memory.”
To support the launch of the new range, Pernod Ricard Global Travel Retail has created a series of in-store activations in major airports across the globe, called The Glenlivet Triple Cask Flavour Discovery.