Convention-breaking single malt brand uncovers Americans' biggest holiday pain points and jumps in to help them celebrate the season the way they really want
NEW YORK, NY Nov. 16, 2021 - The Glenlivet Single Malt Scotch Whisky knows that while the holidays can be a special time of year, for many people they have also become an overwhelming experience, beholden to tired traditions and the never-ending pressure to achieve the 'perfect holiday'. Today, The Glenlivet takes the reins on holiday stressors, with the launch of The Glenlivet Holiday Concierge – a unique service dedicated to helping consumers seize the season from begrudging to beguiling. As a brand known for being boldly unconventional, The Glenlivet is launching the Holiday Concierge service to bring alive its new holiday campaign 'Seize The Season. Seize The Glenlivet,' which aims to inspire consumers to celebrate their way and have the holidays they really want (and deserve!).
A recent survey1 from The Glenlivet found 58% of Americans are more excited about celebrating the holidays this year than last; however, 66% say they find holiday responsibilities overwhelming. From wrapping gifts to prepping for festive events, many Americans agreed that having help with these holiday 'pain points' would allow them to ring in the festive season the way they really want to, and with a cocktail in hand, of course. The study found that:
- 45% of Americans find having three or more holiday responsibilities "overwhelming"
- 71% of Americans said they would be interested in at least one service to make their holiday plans "more special and out of the ordinary," with holiday hosting (67%) and timely gift shopping (41%) among the biggest seasonal hassles they would not mind a little help with.
In partnership with creative artist, designer and entrepreneur Jessica Walsh, The Glenlivet Holiday Concierge will provide a chance to win solutions to ease some of the top holiday stressors, offering consumers the opportunity to kick back and enjoy the holidays - leaving some of those 'to-dos' with the pros. Concierge services include:
- Holiday Personal Shopping Experience - Two grand prize-winners can forgo endless lines and crowded parking lots, handing off their naughty-or-nice lists to style expert Jessica Walsh, who will curate a gift list for their loved ones, and take care of the purchasing and delivery for up to $5,000 worth of bespoke, perfectly-wrapped presents.
- Curated Holiday Bar Cart - For two prize winners, The Glenlivet Holiday Concierge will alleviate the burden of prepping for their holiday entertaining this season, with a fully dressed bar cart filled with essential cocktail components curated by Jessica Walsh.
- Luxe Holiday Hosting Kits - 20 instant prize winners can elevate their cocktail game this holiday season and reinvent the Old Fashioned time and time again with The Glenlivet premium cocktail kit curated by Jessica Walsh, including everything you need to pair with your The Glenlivet 12 Year Old to try out a new twist on an old classic.
*Prizes also include a $100 gift card. They do not include The Glenlivet.
"As a brand rooted in breaking convention, The Glenlivet is excited to offer consumers the opportunity to 'Seize the Season' and celebrate the festivities how they want, not how they should," said Kelly Suhr, Brand Director for The Glenlivet, at Pernod Ricard USA. "Through The Glenlivet Holiday Concierge service, we will handle holiday hassles, jump starting new traditions that are anything but ordinary."
The Glenlivet Holiday Concierge will be open to consumers aged 21+ via a sweepstakes. From November 16-December 14, consumers can visit https://www.theglenlivet.com/en-US/page/holiday-hub and enter to win.
The Glenlivet's new holiday advertising campaign encouraging consumers to 'Seize The Season' will run from November 8 through January 1 across paid social media, digital display, online video, connected TV, and radio. Check out the official ad spot (https://youtu.be/dQg1HhfY98Q).
Visit TheGlenlivet.com for more information and follow @TheGlenlivet_US on Instagram and Twitter, and @TheGlenlivetUS on Facebook for the latest updates, inspiration, and more.
Enjoy Our Quality Responsibly. THE GLENLIVET® Single Malt Scotch Whisky. 40% Alc./Vol. (80 Proof). ©2020 Imported by The Glenlivet Distilling Company, New York, NY
ABOUT PERNOD RICARD USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second-largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut® Vodka, Avión® Tequila, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Kahlúa® Liqueur, Malibu®, Martell® Cognac, Olmeca Altos® Tequila , Beefeater® Gin, Del Maguey® Single Village Mezcal, Monkey 47® Gin, Plymouth® Gin, Seagram's® Extra Dry Gin, Malfy® Gin, Hiram Walker® Liqueurs, Midleton® Irish Whiskey, Powers® Irish Whiskey, Redbreast® Irish Whiskey, Aberlour® Single Malt Scotch Whisky; Lillet®; Smithworks® Vodka, Jefferson's® Bourbon, Smooth Ambler® Whiskey, Rabbit Hole® Whiskey, Pernod® and Ricard®; such superior wines as Jacob's Creek®, Kenwood® Vineyards, Campo Viejo® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
Pernod Ricard USA is headquartered in New York, New York, and has more than 700 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information on this, please visit: www.responsibility.org.
The Glenlivet Holiday Sweepstakes
No purchase necessary to enter or win. Purchasing a product will not improve your chances of winning. Must be legal resident of the Must be 21+ resident of (48) contiguous U.S. or D.C. (excluding AK and HI), age 21 or older. Registration begins at 12:00a ET on 11/16/2021 and ends at 11:59p ET on 12/14/2021. To enter, and for complete official rules including eligibility, prize descriptions and ARV, visit www.theglenlivet.com/en-US/page/holiday-sweeps. Follow the on-screen entry instructions to participate in the instant win promotion and be registered for the Sweepstakes. Note: you must enter by 11/28/201 to be eligible for grand prize drawing (Holiday Personal Shopping Experience), and by 11/30/2021 for first prize (Holiday Bar Cart) drawing. Limit one prize award per person or household. Odds of winning based upon total number of eligible entries received. No alcoholic beverage is part of any prize award. Void wherever prohibited or restricted by law. Sponsor: Pernod Ricard, 250 Park Avenue, New York, NY 10177.
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