Integrated Annual Report FY24

The Glenlivet

The Glenlivet, the iconic Speyside single malt whisky, launched The Glenlivet Fusion Cask Series: Rum & Bourbon Fusion Cask Selection, marking both the beginning of The Glenlivet’s Fusion Cask series as well as the brand’s 200-year anniversary. Offering a one-of-a-kind taste experience, this expression adopts a category-first technique that marries first-fill rum casks with American bourbon barrels to create one single, harmonious fusion cask finish.

Both a first for Chivas Brothers and in the single malt Scotch whisky category at large, this pioneering approach imparts a distinct finish and unparalleled taste experience - including aromas of orange, vanilla custard, caramel, coconut and zest of lemon, notes of juicy apricot and peach, fresh apples, toffee-covered bananas and subtle cinnamon spice.

Launched initially as a US exclusive, with the ambition to be rolled out in further markets globally, the Rum & Bourbon Fusion Cask looked to answer an increasing demand from prestige spirit drinkers seeking flavour experimentation and unique taste experiences.

The US launch campaign included a buzzy gathering in New York for 75+ top-tier media, influencers and tastemakers, plus global PR outreach to secure earned editorial endorsement from industry and drinks media. This was complemented by robust paid media and in-store campaigns, and elevated owned content in the form of a dedicated landing page.

The Glenlivet has pioneered two centuries of pushing boundaries in whisky, from its inception, when founder George Smith first secured his distilling license, to today. The Rum & Bourbon Fusion Cask Selection is a continuation of the brand’s commitment to craftmanship, innovation and our rich legacy as it strives to set new standards of excellence for the next 200 years.