Pernod promote The Glenlivet Guardians in Asia duty-free

Nicole Mezzasalma

29-Apr-2013

The supplier is encouraging travellers at airports in Taiwan, Singapore, Hong Kong, Malaysia and Indonesia to join The Glenlivet membership scheme

The Glenlivet GuardiansUntil the end of June, liquor supplier Pernod Ricard Asia Duty Free will encourage travellers at international airports in Taiwan, Singapore, Hong Kong, Malaysia and Indonesia to join The Glenlivet Guardians membership scheme, while at the same time launching the latest Single Cask Edition of the Scotch whisky.

The Guardians online community is being introduced to travellers using “sensory, experiential engagement areas” that replicate the Guardians Library at The Glenlivet Distillery in Scotland. A motion-sensored storybook that plays short films also allows customers to explore The Glenlivet story and an augmented-reality app will help passengers to discover the flavours while tasting the whiskies in the range.

Purchasers will be given a travel bag or key-shaped USB to symbolise their access to the Guardians Library. At selected locations, Guardians members and travellers can also purchase The Glenlivet Single Cask edition, bottled at cask strength and packaged in a premium gift box.

According to the company, The Glenlivet Guardians community connects like-minded travellers around the world with the brand’s Scottish heritage. They have exclusive access to the Guardians Library, where they can relax in each other’s company, enjoy a complimentary dram of The Glenlivet and receive a personal membership key to an Ambassador Cabinet containing selected drams.

Pernod Ricard Asia Duty Free brand manager for The Glenlivet Kim Tse said: “The Guardians are connoisseurs of The Glenlivet and these passionate consumers have formed a strong online community since it was established. We wanted to expand this community in Asia by offering travellers the chance to explore and understand the deep heritage of this excellent whisky, and inspire discerning drinkers to pass on the legacy of The Glenlivet to fellow enthusiasts.”

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