William Grant’s ground-breaking Glenfiddich Perpetual Collection pop-up concept has made its Middle East debut at Dubai International Airport in partnership with Dubai Duty Free.

The innovative, immersive in-person experience will be available at the airport from 1-31st March, in the form of three HPP installations in Concourse D Terminal 1 Departures, Concourse B East and West, and Terminal 3 Arrivals.

“Whisky accounts for over 50% of the total alcohol category in the Middle East, and Glenfiddich leads the market in malts, thanks to our superb coverage at all age statements and price brackets,” noted William Grant & Sons Managing Director Global Travel Retail David Wilson. “The Perpetual Collection is Glenfiddich’s biggest launch in global travel retail in the last decade, and we have been thrilled by the reception to our pop-up concept at other airports. Glenfiddich is a key partner of the leading airport retailers in the Middle East, as it facilitates huge trade-up opportunities, and incremental transaction value versus the category average. More specifically, we know that Dubai International’s Indian passenger demographic is the top nationality for Glenfiddich purchases. We are therefore hugely excited by the opportunities this latest collaboration presents.”

The Glenfiddich Perpetual Collection features four single malt whiskies, each matured within vats that have never been emptied, adding continuous layers to flavours. It began its global travel retail roll-out in August 2022. The first Perpetual Collection pop-up took place in Singapore Changi, in association with Lotte Duty Free, last September. Subsequent airport locations have included Amsterdam Schiphol, Miami International and Taiwan Taoyuan Airport.

“Dubai Duty Free has always been a great supporter of the malt whisky category, so a partnership with a brand like Glenfiddich is an obvious choice for us,” commented Dubai Duty Free Senior Vice President Purchasing Sharon Beecham. “As we welcome an increasing number of passengers, driving penetration and trade-up are more important than ever, and the new range from Glenfiddich is a great vehicle to both create interest in the category and offer shoppers an easy-to-navigate trade-up strategy. We look forward to seeing the range brought to life in our stores.”

To complement the airport’s pop-up presence, in March the Glenfiddich Perpetual Collection will be Dubai Duty Free’s Malt of the Month. William Grant will host tastings in Concourse D and T3 Arrivals, overseen by its own Brand Promoters who are accredited WSET Level 1 in Spirits. To further maximise visibility and awareness, the Perpetual Collection will be showcased on JCDecaux media screens around the airport, across Dubai Duty Free’s social media channels, and featured on the retailer’s website.

“We are fully committed to investing in immersive, experiential events like this, and would like to thank all of our partners for their enthusiasm and support on the journey to bringing this long-awaited launch to life,” commented Wilson. “We are delighted to offer this exceptional Glenfiddich range of bespoke liquids to Dubai Duty Free’s discerning clientele, and are confident that these pop-up retail spaces, which showcase the Perpetual Collection in such an innovative and engaging way, will appeal to both existing customers and new drinkers.”