THE GLENLIVET
“The Glenlivet is a symbol of Speyside, and after 18 months of renovations, we were thrilled to open the doors to our local communities and bring whisky lovers into our new visitor experience, as we continue to push boundaries and break tradition within single malt whisky. It’s a true immersion into the iconic Speyside region, walking guests through our stunning indoor field of local barley, tasting from our old and rare archives, experimenting with our famous cocktail capsules and taking a unique piece of Speyside home with our straight from the cask personalised bottling.”
MIRIAM ECEOLAZA, MARKETING DIRECTOR, MALTS
Despite the impact of the Covid-19 crisis on the wine and spirits sector, The Glenlivet thrived in FY21 with 19% growth and an acceleration in the US and in China. The brand also made the most of the year to finalise a major project. In July 2021, the original Speyside single malt opened the doors to a redesigned visitor experience. After 18 months of extensive renovations, the brand’s new home offers fully immersive experiences celebrating the life and history of Scotland’s Speyside area. Breaking the mould of traditional whisky drinking, The Glenlivet blends innovative technologies, tastings - including the award-winning Capsule Collection - and exclusive bottlings to bring the distillery to life and shape the future of single malt whisky. Guests also have the opportunity to discover aged, unique whiskies from the archives, including rare editions that are only available on site. While the home was under construction, the brand accelerated its e-commerce strategy with a new digital route to market. So far, more than 2,000 distillery exclusive bottles of The Glenlivet and Aberlour have been sold online, generating additional revenues and driving brand advocacy.
43%
OF REVENUE GENERATED
BY BRAND HOMES IN FY21