Glenfiddich unveils special edition gift pack

Scotch whisky brand Glenfiddich has launched a limited-edition Chinese New Year 18 Year Old in a gift pack designed by Chinese illustrator Rlon Wang, as well as two experiential travel retail pop-ups in Hainan.

Glenfiddich has partnered with Shenzhen-based artist Rlon Wang to create a special limited-edition offering for this year.

This is not the first collaboration between the distillery and Wang, whose last year’s edition explored the “mystique and magic” of the royal stag icon and re-imagined the journey made over a century ago by Charles Gordon (son-in-law of Glenfiddich founder William Grant).

The 2021 edition focuses on “return” – the reuniting at home with family and friends. Inspired by the story of Charles Gordon, who left Speyside with little more than a few cases of whisky and a dream to bring the ‘Valley of the Deer’ to the world, he returned a year later after winning the hearts of whisky lovers across Asia with the Scotch of the Grant family.

This year’s artwork conveys the spirit of the famous oil painting The Monarch of the Glen and is at the centrepiece of an array of intricate depictions, from dancing lions to barrel-carrying balloons.

Wang said: “I wanted to tell a story that evokes the warmth and excitement of Lunar New Year – the irreplaceable feeling and anticipation of finally coming home to loved ones. Inspired by the Glenfiddich spirit of experimentation and adventure, I created an illustration that comes alive with symbols of generations old and new. I loved playing with the symbiosis of Chinese and Scottish cultures – two connected countries on opposite sides of the world.”

The limited-edition design is created for the Glenfiddich 18 Year Old pack, a rich, fruity and robust oak expression matured in Spanish oloroso wood and American oak by Malt Master Brian Kinsman. Every batch is individually numbered.

Glenfiddich has also introduced Chinese New Year popups that will run until the end of March at China Duty Free Mall and end of February at Lagardère Duty Free in Sanya, Hainan.

Each experiential limited-run pop-up offers consumers the opportunity to taste the flagship Glenfiddich 18 Year Old and 21 Year Old, enjoy gift premiums with purchase and participate in a Chinese New Year draw with exciting prizes.

“Despite the challenging year we had last year, we see green shoots emerging slowly but surely in the region, and being a family-owned company has afforded us the opportunity to invest ahead in the channel for the longer term.

“Our investments in the channel reflect the continued confidence our executive board has and our commitment to our partners,” said Matthew Williams, Regional Director of GTR – Asia Pacific & Middle East for William Grant & Sons.

“There are great opportunities for our portfolio throughout Asia Pacific, and particularly in China for the Lunar New Year occasion, and we look forward to continuing to deliver exceptional consumer experiences with our valuable partners both in-store and online,” he added.