Page 72 - TFWA World Exhibit 2024 Special Edition

INSIDER

Royal Salute partners with designer Harris Reed for latest release in

its Fashion Collection

Pernod Ricard has announced the
launch of the latest release of the Royal
Salute Fashion Collection in collaboration
with designer Harris Reed.
The Royal Salute 21-Year-Old Harris
Reed Edition was revealed at this year’s
London Fashion Week in September,
before being available exclusively to travel
retail customers worldwide through Pernod
Ricard Global Travel Retail (PR GTR)
from October.
The concept for the latest Fashion
Collection edition is ‘Reign Free’ led by
Reed, the perception-changing British-
American fashion designer and creative
director for French fashion house, Nina
Ricci, renowned for his demi-couture
designs, gender-fluid fashion and A-list
celebrity following. This 21-year-old blend the bottle and presentation box are adorned my creativity on magnifying what’s on
was created in partnership with Royal with a modern, feathered interpretation the inside, and diving into the depths
Salute Master Blender, Sandy Hyslop, of a royal crown. The design is cast in an of Royal Salute’s unique heritage and
at the Strathisla Distillery, in Speyside, electric turquoise blue on a black backdrop. our shared passion for craft and pushing
Scotland. A multi-faceted travel retail launch creative boundaries became a rich source
The Harris Reed Edition, the third and activation strategy is planned that of inspiration throughout our collaboration.
GTR edition in Royal Salute’s Fashion allows shoppers to not only taste the liquid Luxury is something to collect and treasure
Collection, offers all the characteristics of and learn about new innovative serves, and I am so delighted to share such an
Royal Salute’s hallmark style, intertwined but also explore the demi-couture fashion exceptional whisky that can be enjoyed and
with unique notes brought by sherry- capsule collection designed especially for talked about around the globe.”
matured Braeval, American oak-matured this collaboration. This includes displaying Liya Zhang, VP Global Marketing
malts and an unexpected twist of grain the campaign film produced by British at Pernod Ricard Global Travel Retail,
whisky finished in extra charred and fashion director, Ruth Hogben, starring commented: “We are thrilled and excited
toasted virgin oak barrels. British supermodel, Erin O’Connor, and to reveal our next creative collaboration
The exclusive blend is housed encouraging travelers to engage in a photo with one of the world’s most influential
in Royal Salute’s signature flagon, opportunity, by striking a pose in front of designers. In travel retail we are especially
transformed by Reed’s artwork. Taking the halo crown headpiece. inspired by the response to this whisky in
inspiration from his own signature ‘halo’ Harris Reed shared his thoughts on Delhi, Dubai and Sao Paolo where Royal
headpieces and Royal Salute’s heritage, the partnership: “I always strive to focus Salute has an amazing following; pushing
further into the Americas is a major market
focus for Pernod Ricard GTR. Through
Harris’ inclusive core message, aesthetic,
and cultural importance, we are opening
up this prestige contemporary blend and
the house of Royal Salute to a whole new
generation.”
Royal Salute 21 Year Old Harris
Reed Edition will be available on-shelf
for purchase globally from October
2024, supported by digital and traveler
engagement activities in Taiwan Taoyuan
International Airport and Singapore Changi
Airport from October, before expanding
to Sao Paolo, then Delhi and Dubai from
December and into South Korea next spring.
It has an RRP of US $285. A matte black
stainless steel hip flask featuring the blue
Royal Salute Master Blender Sandy Hyslop and Harris Reed at the
Strathisla Distillery in Speyside, Scotland. feather motif will be offered to as a GWP.

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