The Glenlivet Welcomes Consumers ‘Beyond The Fireplace’ to Enjoy Whisky and Summer

The Glenlivet, the original Speyside single malt, is inviting consumers to go ’Beyond The Fireplace’ with the launch of a Caribbean-inspired outdoor experience. The East-London pop-up will be coming to Brick Lane’s Boiler House between 19^th - 22^nd August and will recreate a tropical beach party, featuring immersive moments, creative whisky tastings and live DJs. Tickets cost £12.50 and include two 2 complimentary drinks[i].

Challenging traditional single malts stereotypes, visitors to the experience will be invited to enter through an unexpected entrance – an oversized fireplace – before stepping into a courtyard transformed into an exotic hideout that combines the heritage of Scotch whisky with the flavour and soul of the Caribbean. Guests will also be able to enjoy a bar menu of refreshing The Glenlivet Caribbean Reserve serves, including a Tartan Tiki cocktail with peach soda and pineapple, or a tropical take on a whisky sour.

Visitors to ‘Beyond the Fireplace’ will have the chance to win a bar tab at East London jazz venue, Ninety One Living Room, by sharing their experience on social media using #WhiskyAndSummer and tagging @TheGlenlivet. Guests will also be given a redeemable voucher for a free Tartan Tiki cocktail to enjoy at the adjoining Ninety One Living Room following the event.

Marnie Corrigan, Brand Director at Pernod Ricard UK comments, “The Glenlivet has a rich history of breaking traditions, and our Beyond The Fireplace experience will challenge perceptions that whisky isn’t a summer drink by opening up the world of single malts to a new group of consumers. This experience brings to life our ‘Original by Tradition’ platform, and continues to support the launch of our new The Glenlivet Carribbean Reserve, which combines the heritage of Scotch whisky with the flavour and soul of the Caribbean to recruit new-to-category drinkers.”

Throughout August, The Glenlivet is also running a digital-first disruptive media campaign across social media channels and Amazon search display, bringing its whisky and summer message to life. The Glenlivet is experiencing +43.3% value growth and is growing over triple the rate of Total Spirits (+14%)[1] and well ahead of the Malt category (+20.6%)[2].

_{[1] AC Nielsen | Total Off-Trade | MAT value to 19.06.21}

_{[2] AC Nielsen | Total Malt | MAT value to 19.06.21}