The Glen Grant has unveiled Lunar New Year Limited Edition Gift Sets under the festive theme, ‘Bloom in the Splendour of the New Year.’
Celebrating the Year of the Snake, the collection showcases three expressions – The Glen Grant 10 Year Old, 12 Year Old Travel Exclusive Non-Chill Filtered, and 15 Year Old – all elegantly presented in premium gift boxes. The 10 and 12 Year Old expressions are further enhanced with dedicated sleeves, completing an exquisite design that blends cultural symbolism with the rich heritage of the Speyside distillery.
Each gift box features golden accents to mark the festivities including a golden snake, symbolising good fortune, abundance, and transformation, the recognisable glasshouse and blue poppy elements from The Glen Grant’s bespoke ‘Garden of Splendours’ concept, and festive decorations. Adding to the uniqueness, each set includes a complimentary geometric snake bottle stopper, adding a touch of elegance and sophistication that elevates the gifting experience. Together, these details create a striking presentation that resonates with whisky collectors and festive gift-givers alike.
Biancamaria Sansone, Marketing & CCM Director at Campari Group GTR, 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.”
Spectacular Lunar New Year Showcase Captivates Travellers Across APAC Travel Retail
The Glen Grant 2025 Lunar New Year campaign includes a month-long window takeover at Hainan’s cdf Haikou International Duty Free Shopping Complex (pictured), showcasing its premium new brand visual identity tailored for the festive season.
In celebration of the Year of the Snake, The Glen Grant has introduced immersive, branded activations in over 15 travel retail spaces across China, Hong Kong, Korea, Malaysia, and Singapore. These activations feature specially designed gondolas, wall bays, and window displays at prominent duty-free environments. A standout highlight is the month-long window takeover at the cdf Haikou International Duty Free Shopping Complex in Hainan – widely regarded as the world’s largest duty-free shopping centre – where a spectacular installation invites travellers to explore The Glen Grant’s premium new brand visual identity, thoughtfully localised for the festive occasion. In Hong Kong International Airport, a captivating LED pillar wrapped in bold celebratory animations stands as an unmissable centrepiece of the HPP, capturing the attention of passing travellers even from afar.
Retail partners like Lotte Duty Free and DUTY ZERO by cdf ignite excitement for The Glen Grant’s Lunar New Year celebration with captivating digital and social communications, inspiring travellers before they reach the store.
To extend the celebrations, retail partners such as Lotte Duty Free in Singapore and DUTY ZERO by cdf in Hong Kong have launched pre-trip digital and social media communications to ensure that excitement builds before consumers even reach duty-free shelves. In select locations, visitors will also have the opportunity to partake in ‘liquid to lips’ tastings at dedicated bars helmed by trained brand ambassadors, who will share expert insights into the nuances of each expression. Garden-inspired gondolas featuring 3D-printed golden snake motifs further underscore the ‘Bloom in the Splendour of the New Year’ theme, blending elegance with an element of discovery for a truly memorable retail experience.
Garden-inspired gondolas adorned with 3D-printed golden snakes embody the ‘Bloom in the Splendour of the New Year’ theme, offering elegance and a sense of discovery for an unforgettable retail experience.
The Glen Grant’s Premium New Brand Visual Identity Blooms Across APAC Travel Retail
The Glen Grant 2025 Lunar New Year campaign brings its premium new brand visual identity to life, masterfully blending festive cultural symbolism with the rich heritage of its Speyside distillery.
The unveiling of the Lunar New Year limited edition gift sets continues the rollout of The Glen Grant’s premium new brand visual identity, inspired by the historic ‘Garden of Splendours’ at its Speyside distillery. Rooted in the visionary pursuits of James ‘The Major’ Grant, who enriched his garden with exotic botanicals like the rare Himalayan blue poppy, this concept embodies the brand’s spirit of discovery and innovation. The refreshed identity seamlessly combines natural, botanical elements with contemporary design, connecting across digital, experiential, and retail touchpoints. As The Glen Grant celebrates its heritage and pioneering spirit, it invites travellers to immerse themselves in a world of flavour, craftsmanship, and story – ensuring the brand continues to also “bloom” in the hearts of whisky lovers in Asia.
