The Glenlivet Drop Shop… When Single Malt Meets Style
On the opening day of New York Fashion Week (NYFW) in September, The Glenlivet went beyond traditional norms by revitalizing the notions of fashion and whiskey in one unforgettable evening.
Taking place in one of New York’s trendiest neighborhoods, SOHO, The Glenlivet “Drop Shop,” comprised of a purple-themed mobile airstream, invited NYFW attendees to not only rethink scotch whiskey but also embrace every facet of their new 14-Year-Old expression by partnering up with disruptive fashion designer, Prabal Gurung.
Just as Prabal Gurung broke traditional industry norms in the fashion world, The Glenlivet set the new single malt standard with a groundbreaking 14-year-old whiskey that is matured in bourbon and sherry casks before being selectively finished in the highest quality of ex-cognac barrels. Emphasizing quality and innovation, the brand aims to target a new generation of whiskey drinkers by upping their appeal through a myriad of different flavor combinations, as well as, bold, unconventional finishing techniques.
The Glenlivet pop-up event also added a twist on classic mixed drinks by introducing out-of-the-ordinary cocktails crafted to perfection. The brand offered whiskey root beer floats, in addition to newly created concoctions dubbed “Purple Rain,” “New Fashioned,” and “Neat or On the Rocks.”
All in all, The Glenlivet Drop Shop merged elements of innovation, style, and creation by allowing NYFW goers to embark on an interactive experience; attendees had the opportunity to discover more about the product story, explore the exclusive apparel and accessory collaborations, and even create customized Drop Shop t-shirts and tote bags.
Without a doubt, this event brought The Glenlivet tradition-breaking spirit to New York City, fully opening up the whiskey category to current enthusiasts and new consumers alike.
-Anna Botto++
