Whisky Bar and Snug beckons passengers to BA lounge at GLA
Pernod Ricard Travel Retail Europe opened on May 2 its first luxury Whisky Bar and Snug featuring The Glenlivet at Glasgow International Airport, within the new British Airways Executive Lounge.
“With the average dwell time of 45 minutes before flying, passengers will be able to better understand the prestigious whisky and its rich heritage whilst enjoying the luxurious surroundings,” said a release from Pernod Ricard.
Passengers can taste The Glenlivet 12yo, 15yo or 18yo. The products on shelf will be rotated to allow regular travelers the chance to trial an extended range. They can also download The Glenlivet Guardians app on their iPad, which has an online community of aficionados of the brand.
Pernod Ricard Travel Retail has worked with British Airways’ appointed design agency, Graven Images to create the lounge area. It makes use of hand-crafted and locally-sourced materials such as cut-glass decanter light fittings, tweed feature walls and The Glenlivet inspired canvases.
The Glenlivet brand ambassadors are on hand at key times to build awareness of the brand and recreated the distillery tasting experience.
The British Airways lounge has the capacity for 150 people. Pernod Ricard anticipates more than 14,000 passengers per month will visit.
“This venture is a first for Pernod Ricard Travel Retail Europe and bringing The Glenlivet Whisky Bar and Snug to life has been an exciting and rewarding initiative for our team,” said Neil Sharp, Senior Brand Manager for Pernod Ricard Travel Retail Europe. “Travellers will be able to taste the The Glenlivet range in a unique and relaxing environment whilst absorbing the brand’s heritage in up-to-date digital ways.”