Glendronach debuts GTR-exclusive line
Brown-Forman has created a trio of city-inspired Glendronach whiskies for global travel retail (GTR) as it increases its investment in the channel.
The new range, called The Glendronach House Editions, comprises three single malts created from casks exclusive to travel retail. Developed by master blender Rachel Barrie, the range debuts with three whiskies: The Sevillian Room, The Venetian Room, and The Parisian Room. The Spirits Business had a sneak peek at the new range during the Tax Free World Association’s (TFWA) exhibition in Cannes last October. The House Editions was officially revealed during the TFWA’s Asia Pacific show in Singapore this week (10-14 May). The trio of whiskies are a permanent addition to Glendronach’s GTR-exclusive range, which includes the brand’s 10-year-old and 16-year-old expressions. The brand said the new range reflects the ‘house of the cultured traveller’ and takes inspiration from the ‘lavish gatherings’ that Glendronach founder James Allardice was known for, where guests shared their travel tales. The new line has been in development for more than two years and was created to also celebrate the distillery’s 200th anniversary this year. "The final concept was shaped by feedback from travellers and our customers,” said Tugba Sagman, global marketing manager of emerging bands for Brown-Forman GTR. “By integrating these insights into our development process, we ensured that the range – bottled this March – perfectly captures the spirit of discovery that the modern cultured traveller seeks.” Sagman explains that each House Edition was created to “capture the character and atmosphere of its namesake destination through The Glendronach’s distinctive Sherry cask maturation style”. Sagman added: “By marrying our signature Sherry casks – Pedro Ximénez and oloroso with a third Sherry Palo Cortado to mirror the bright, spiced warmth of Seville’s plazas, Italian Amarone wine to reflect the romantic opulence of Venice, and French Cognac to embody the refined elegance of Paris – each ‘room’ captures the sensory heart of its namesake city.” The Seville edition has been matured in oloroso, Pedro Ximénez (PX), and Palo Cortado casks. Bottled at 43% ABV, the whisky brings notes of Seville orange, honeysuckle, toasted oak, aged leather and Mediterranean spices. The palate carries flavours of Manuka honey, roasted nuts, olive oil-drizzled tostadas and cinnamon-spiced blood orange marmalade, which are said to be reminiscent of Seville’s vibrant markets. Meanwhile, The Venetian Room was matured in oloroso, PX, and Amarone casks. The 46% ABV whisky carries notes of dark cherry blackcurrant, dates and cocoa, layered with amaretti and a dusting of vanilla spice. Flavours of honeyed red plum, almond liqueur, maraschino cherry, chocolate-coated hazelnut and Black Forest gateau follow on the palate. The Paris-themed single malt (49% ABV) uses both oloroso and PX, alongside Cognac casks from an undisclosed French producer. It offers a scent of honeyed grape, plum and apple tarte Tatin, alongside elderflower, warm musk and Sherried raisin. The ‘indulgent’ whisky tastes of baked fig, glazed walnut and medjool dates, with flavours of peach, cream au citron croissant and rose. Upcoming activations Sagman adds that the company has increased its investment in the travel retail channel to bring the new releases to life through through “immersive experiences”. There will be activations in key European locations including Paris and Frankfurt, with more planned from October in Singapore, Seoul, Dubai and Delhi. The products will launch in major European airports in July, with Asia, India, and the Middle East to follow, culminating in full international activation by October 2026. The Sevillian Room will be sold in a one-litre bottle priced at RRP £70/US$90, while the Venetian and Parisian editions come in 700ml bottles priced at £80/US$105 and £90/US$125 respectively.
