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The Glen Grant Launches 2025 Lunar New Year Campaign in APAC Travel Retail

by Alice

Campari Group Global Travel Retail (GTR) has unveiled a special Lunar New Year campaign for The Glen Grant, featuring limited-edition gift sets under the theme ‘Bloom in the Splendour of the New Year.’ The campaign celebrates the upcoming Year of the Snake and is designed to resonate with travelers across Asia-Pacific (APAC) travel retail markets.

The collection includes three premium Scotch whisky expressions: The Glen Grant 10 Year Old, 12 Year Old Travel Exclusive Non-Chill Filtered, and 15 Year Old. Each variant is presented in luxurious gift boxes adorned with intricate designs that combine traditional Lunar New Year symbolism with The Glen Grant’s iconic Speyside heritage.

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The 10 and 12 Year Old expressions come with dedicated sleeves, adding an extra layer of sophistication. The gift boxes feature golden accents, including a golden snake symbolizing good fortune, abundance, and transformation. The design also incorporates elements from The Glen Grant’s ‘Garden of Splendours’ concept, such as the recognisable glasshouse and blue poppy motifs, alongside festive decorations. To enhance the gifting experience, each set includes a complimentary geometric snake-shaped bottle stopper.

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Biancamaria Sansone, Campari Group GTR Marketing & CCM Director, commented on the launch: “Introducing The Glen Grant’s Year of the Snake 2025 campaign during one of Asia’s most cherished festivals is a significant step in our strategy to strengthen the brand’s presence in key travel retail markets. This launch builds on our premium new visual identity, highlighting The Glen Grant’s refined Speyside heritage through dynamic activations, innovative digital engagements, and exclusive releases.”

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She added, “We are dedicated to ensuring The Glen Grant continues to captivate travelers by offering high-quality, collectible, and gift-worthy products. We hope travelers will enjoy The Glen Grant as part of their Lunar New Year celebrations.”

The campaign reflects Campari Group’s commitment to expanding The Glen Grant’s legacy in travel retail while connecting with consumers through culturally relevant and premium offerings.

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