By Amy Looker – editor National Liquor News

Pernod Ricard Australia has rolled out an innovative new campaign for its premium Scotch whisky brand, The Glenlivet.

The Guardians’ Chapter is a limited edition launch for The Glenlivet, which engages with the consumer via the brand’s unique Guardians program.

The Guardians program is a forum that allows single malt aficionados from around the world and those passionate about The Glenlivet brand to network, communicate, gain access to a whole raft of special and exclusive offerings

Participants will also be able to play a part in the selection of The Glenlivet’s next limited edition.

Three special whiskies from The Glenlivet will be sampled via exclusive tasting events held around the world, and following a global vote will determine the selection of the final expression, which will then be bottled and launched worldwide in March 2014, with only 2000 bottles available globally.

“The premium nature of The Glenlivet has always inspired great passion in those who choose to drink their superb Scotch whiskies, so it became a natural development to actually involve and empower our consumers in the co-creation of this special limited edition product, the process of which is a world first in the single malt category”, said Tom Dusseldorp, group brand manager at Pernod Ricard Australia.

The Guardians’ Chapter initiative launched first in Australia at Tetsuya’s restaurant in Sydney last Tuesday night, with guests becoming the first in Australia to sample the three single malt offerings as part of The Guardians’ Chapter, and cast their vote towards its final selection.

”We’re especially excited about the unique sensory journey which master chef, Tetsuya Wakuda, personally created to be enjoyed on the night, and which is designed to bring alive the very spirit of this legendary Scotch whisky”, said Dusseldorp.


The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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