For the launch, we created The Glenlivet Drop Shop and transcended single malt stereotypes by skipping traditional whisky tastings and trading brown leather couches for vibrant colors and modern design.

Part tasting experience, part showroom, part customization station, all things collaboration – this decked out, fully fabricated airstream trailer put our spirit on display with a focus on innovation, style and creation, showcasing design collaborations with Prabal Gurung, Don C, and Coco and Breezy alongside brand-inspired “drops” like t-shirts and tote bags that guests could customize on site.

After NYFW, the Drop Shop experience embarked on a tour of our seven key U.S. markets, showing consumers a different side of single malt and sparking new conversations along the way. Events featured our design collaborators, DJs, innovative cocktails, influencers and culturally relevant media partners like Hypebeast to drive connections with younger, multicultural audiences beyond the bounds of our events.

In the end, we created an incredibly robust, 360 campaign that brought the vibrant, tradition-breaking spirit of The Glenlivet across the US to the places and events where our targets’ passions and interests reside.

Prabal designed a limited edition flask bag in the 14YO signature purple that was debuted at NYFW. A small number of bags were available for consumer sweeps both onsite and online.

Visual neon graphic on the back wall follows the liquid journey from Scotland to France and back to Scotland, while candies representing each tasting note of the first ever single malt finished in ex-cognac casks brings the flavor story together.

Stephen Malbon, Founder/Owner of Malbon Golf, and the guy responsible for bringing streetwear to the golf course and “combatting golf’s ‘old white man problem’” (Hypebeast.com April 2019)