The Glenlivet unveiled a limited-edition sweater, its mobile “Drop Shop” and a partnership with Don C, founder of a luxury streetwear label Don C. All this was in honor of the brand’s newest expression, The Glenlivet 14 Year Old, its first single malt Scotch whisky in the U.S. selectively finished in ex-Cognac casks. The 14 Year Old expression was announced in July.
Beginning Monday (11/18), fans in the U.S. can enter for the chance to win one of just ten limited edition sweaters available to consumers by following The Glenlivet on its U.S. social channels and visiting TheGlenlivetDonCSweeps.com.
Grounded in Don C’s luxury street-style roots and inspired by The Glenlivet 14 Year Old bottle’s purple colorway, the limited edition crewneck features premium, French terry with an athletic jersey-style screen-print design of the letter “G” on the front and number “14” on the back. Just as the dynamic duo celebrates the unexpected; the sweater features a hidden zip pocket that folds into the shape of The Glenlivet 14 Year Old whisky bottle.
The partnership with Don C showcases how both brands are breaking conventions through this limited-edition sweater aimed to bridge the worlds of luxury streetwear and high-end Scotch.
“As a designer who values breaking traditions in the streetwear world and beyond, Don C is a natural partner for bringing The Glenlivet 14 Year Old to the forefront of setting new standards within the luxury spirit category,” said Sona Bajaria, vp-marketing, The Glenlivet, Pernod Ricard USA. “Together with Don C, The Glenlivet strives to break down barriers within our categories so premium fashion designs and Scotch whisky are more inclusive for all.”
The Glenlivet Drop Shop mobile air stream enabled guests at a launch event to create custom designs and get a first look at the whisky brand’s latest collaborations with notable designers, including Don C’s limited edition sweater. The Glenlivet’s Drop Shop experience sets a new standard within the Scotch whisky education process and aims to provide consumers with information to open-up the category for those who may not normally drink Scotch.