Pernod Ricard-owned Speyside single malt The Glenlivet has launched a Caribbean Reserve variant in the UK, the brand’s first single malt to be selectively finished in rum barrels.
Breaking traditions in single malt Scotch, the drink looks to satisfy consumer appetite for flavour exploration by combining the worlds of Scotch and rum.
The new malt brings the spirit of the Caribbean islands to life through vibrant packaging and imagery where warm coral shades and palm trees meet The Glenlivet’s trademark teal and cream colours.
Marnie Corrigan, Pernod Ricard UK brand director, commented: “The UK has a rich history of tropical takes on whisky cocktails and challenging the notion that rum is the only option for Caribbean-inspired drinks, making it the perfect market for the latest addition to our brand portfolio.
“The Glenlivet Caribbean Reserve is a unique proposition and the launch is an important next step in our ‘Original by Tradition’ platform, to reinforce our innovative credentials and to recruit new-to-category drinkers.”
According to Nielsen data, The Glenlivet has grown 21.2 per cent in value over the 12 weeks to 13 June 2020, and NPD continues to grow the Single Malts category adding 12 per cent in the 12 weeks ending on 04 January 2020 vs. the same period last year.
The launch is being supported by a digital-led ATL media campaign, in-store activity, social media, eCRM and PR activity. The Glenlivet Caribbean Reserve has an RRP of £38.59.
