Immersive whisky promotion unveiled at Taoyuan International Airport

Ever Rich Duty Free has partnered with William Grant and Tasa Meng on a Glenfiddich Perpetual Collection promotion at Taipei’s Taoyuan International Airport.

To support the launch, the brand’s ground-breaking immersive Perpetual Collection pop-up concept has been installed in Terminal 2 and will be onsite until February 28.

“This collection is Glenfiddich’s biggest launch in global travel retail in the last decade, and is perfectly timed to capitalise on the opening up of Asia, and the travel retail recovery,” said Quentin Job, William Grant & Sons’ regional director, GTR – Asia Pacific & Middle East.

“The significant investment we have made to launch The Perpetual Collection across both airport terminals – supported by the installation of our immersive pop-up discovery experience in T2 – is a testament to our support of, and confidence in, this key market.”

Featuring four single malt whiskies, each matured within vats that have never been emptied, adding continuous layers to flavours, The Glenfiddich Perpetual Collection began its global travel retail roll-out in August 2022.

The corresponding immersive pop-up concept made its debut in Singapore Changi Airport, in association with Lotte Duty Free, in September. Subsequent airport locations have included Amsterdam Schiphol and Miami International Airport.

“To provide valuable and delightful shopping experiences is important to Ever Rich, so we are very excited to partner with William Grant to launch The Glenfiddich Perpetual Collection,” noted Ever Rich Duty Free’s vice president, Patricia Wang.

“The country is one of the top consumers of single malts in the world, and are happy to pay a premium for high quality, exclusive products. It’s a real pleasure to introduce this unique collection in-store.”