The Glen Grant Lunar New Year campaign blooms in Asia Pacific travel retail

Campari Group Global Travel Retail has launched The Glen Grant 2025 Lunar New Year Limited Edition Gift Sets in Asia Pacific travel retail.

Following the festive theme ‘Bloom in the Splendour of the New Year’, the campaign celebrates the Year of the Snake while showcasing the The Glen Grant’s heritage.

The collection features three single malt expressions: The Glen Grant 10 Year Old, 12 Year Old Travel Exclusive Non-Chill Filtered, and 15 Year Old. Each expression is presented in premium packaging designed to resonate with the season’s cultural and symbolic motifs.

The 10 and 12 Year Old expressions are further enhanced with dedicated sleeves that blend Lunar New Year symbols with the Speyside distillery’s rich history.

The limited-edition gift sets feature golden accents symbolising prosperity, transformation and good fortune, themes associated with the Year of the Snake. These design elements incorporate The Glen Grant’s signature ‘Garden of Splendours’ concept, inspired by the garden at its Speyside distillery.

The designs feature intricate blue poppy motifs, glasshouse visuals and festive gold details, brought together in a cohesive and striking aesthetic. Each set comes complete with a geometric snake bottle stopper.

The Glen Grant’s 2025 Lunar New Year Gift Sets come to life with immersive branded activations across more than 15 key travel retail locations in Mainland China, Hong Kong, Korea, Malaysia and Singapore.

A standout feature of the campaign is the month-long window takeover at the cdf Haikou International Duty Free Shopping Complex in Hainan. The dramatic installation invites travellers to explore The Glen Grant’s premium new brand visual identity, thoughtfully localised for Lunar New Year.

In addition, Hong Kong International Airport’s high-profile promotion features a striking LED pillar wrapped in celebratory animations.

Lotte Duty Free and Duty Zero by cdf (China Duty Free Group) have extended the campaign’s reach with pre-trip digital communications and social media activities. These efforts are designed to connect with travellers online, highlighting The Glen Grant’s festive offerings and driving foot traffic to participating duty-free locations.

In select locations, travellers can enjoy ‘liquid to lips’ tastings at dedicated bars, led by trained brand ambassadors who share expert insights into the flavour profiles of each whisky.

Garden-inspired gondolas adorned with 3D-printed golden snakes further enhance the ‘Bloom in the Splendour of the New Year’ theme, creating a memorable shopping experience.

Campari Group GTR Marketing & CCM Director Biancamaria Sansone commented: “Unveiling The Glen Grant’s Year of the Snake 2025 campaign during one of Asia’s most celebrated festivals marks an important milestone in our strategy to accelerate the brand’s presence across key travel retail markets in the region.

“The launch continues the roll-out of our premium new visual identity, showcasing The Glen Grant’s refined Speyside heritage through dynamic activations, innovative digital engagements and exclusive releases.

“We remain committed to ensuring The Glen Grant continues to impress and build its legacy in travel retail by connecting with travellers and meeting their needs for quality, gifting and collectability – and we hope that travellers enjoy The Glen Grant as part of their Lunar New Year celebrations.”

A new vision for The Glen Grant

The Glen Grant’s refreshed premium visual identity – debuted in 2023 – is inspired by the visionary pursuits of James ‘The Major’ Grant, who introduced exotic botanicals to his garden. The campaign seamlessly weaves the distillery’s heritage with contemporary design, connecting across digital, experiential and retail touchpoints.

The unveiling of the Lunar New Year limited-edition gift sets continues the roll-out of this revamped brand visual identity.