Brown-Forman Global Travel Retail (GTR) has announced the launch of The Glendronach House Editions, a prestigious new collection of single malt Scotch whiskies exclusive to the travel channel. Set to debut in July 2026, the range will undergo a phased global rollout across key international hubs.
Marking a significant milestone for the brand, this launch represents the first time The Glendronach has made a concerted effort to engage global travellers through a curated concept inspired by some of the world’s most iconic cultural cities.
CONNECTING WHISKY AND ICONIC DESTINATIONS
The Glendronach House Editions is a new release comprising three collectable single malts capturing the character of the world’s enduring classical destinations through the lens of The Glendronach’s 200 years of Sherry Cask Mastery. Conceptualised by Master Blender Rachel Barrie, the range is crafted from a curated collection of casks exclusive to travel retail.
Inspired by the distillery’s foundation in 1826, when founder James Allardice was renowned for hosting lavish gatherings and entertaining discerning guests with tales of distant lands, the collection reflects the “house of the cultured traveller” — where each room evokes celebrated destinations and the spirit of discovery.
The Glendronach House Editions introduces three distinctive expressions — The Sevillian Room, The Venetian Room, and The Parisian Room – each crafted to reflect the spirit, artistry, and cultural richness of their namesake cities.
GLOBAL LAUNCH
The launch will premiere in major European airports in July and continue with a strategic global expansion, culminating in full international activation by October 2026.
A 360° ACTIVATION TO CAPTURE TRAVELLERS
The launch will be supported by a 360-degree activation designed to immerse travellers in The Glendronach House Editions experience. Each expression is showcased within its own dedicated space, inviting travellers to explore each city individually within a circular, open rotunda design. At the centre, a discovery, tasting and gifting island brings all three expressions together.
The experience includes cask education highlighting the origin and role of each cask, storytelling panels that unfold the inspiration behind each city and its flavour profile, and an interactive map connecting each whisky to its destination.
Travellers are also invited to personalise their purchase through gifting elements, including customised travel tags and gift packaging, creating a memorable souvenir of their journey.
CELEBRATING 200 YEARS OF SHERRY CASK MASTERY
This launch coincides with The Glendronach’s bicentennial anniversary, celebrating 200 years of sherry cask mastery – a hallmark of the brand’s heritage, quality, and craftsmanship. It also reflects Brown-Forman’s strong focus on the brand within the global travel retail channel, with increased investment to bring the range to a wider audience to enjoy and appreciate.
THE GLENDRONACH HOUSE EDITIONS COLLECTION
The three non-peated single malt expressions offer depth, complexity, and refined character:
The Sevillian Room: matured in Oloroso, Pedro Ximénez, and Palo Cortado casks
43% ABV | 1L
The Venetian Room: matured in Oloroso, Pedro Ximénez, and Amarone casks
46% ABV | 700ml
The Parisian Room: matured in Oloroso, Pedro Ximénez, and Cognac casks
49% ABV | 700ml
The House Editions range complements The Glendronach’s existing travel retail and core portfolio, including the 10, 16, 21 and recently launched aged range with the 30 and 40 year old expressions.
