Campari launches Exploration Series in GTR

Campari Group has introduced The Glen Grant Exploration No.1, the first release in its limited-edition single malt Scotch whisky collection, in Global Travel Retail (GTR).

Designed to capture the spirit of discovery and innovation, the Exploration Series draws inspiration from the adventurous legacy of James ‘The Major’ Grant, the pioneering force behind The Glen Grant distillery, whose global expeditions and pursuit of flavour innovation, once led him to introduce taller pot stills and water-cooling purifiers, hallmarks of the distillery’s distinctive profile.

Crafted to showcase The Glen Grant’s signature elegant and fruity character, the whisky is first matured in bourbon barrels before finishing in hand-selected Caribbean rum casks. Bottled at 48 percent ABV and non-chill filtered, the result is a complex spirit that blends vibrant tropical notes with the distillery’s refined style. Each bi-annual release will spotlight unique cask finishes that reimagines The Glen Grant’s delicate complexity for curious whisky enthusiasts.

Available from March to August 2025, the release will be featured across 37 premium airport retail locations in eight key Asia-Pacific countries. This strategic rollout is supported by a robust omnichannel marketing campaign, combining physical in-store activations, high-visibility digital content, and influencer partnerships to engage the modern traveller.

Through this exclusive launch, Campari Group aims to strengthen The Glen Grant’s presence in the premium whisky segment while elevating the role of travel retail as a platform for storytelling, innovation, and consumer engagement.