The Challenge
Activating a Luxury Spirits Partnership at Retail and On-Premise
Glenfiddich engaged The MRL Group to support the U.S. launch of the Glenfiddich & Aston Martin Formula One™ Team 16 Year Old Limited Edition Single Malt Scotch Whisky, a co-branded, ultra-premium limited-time offering (LTO).
The objective was to translate the multi-year global partnership between Glenfiddich and Aston Martin Formula One™ into tangible, premium point-of-purchase experiences across:
- Off-premise retail environments
- On-premise bars and restaurants
The LTO featured a bespoke, co-branded gift tin highlighting the iconic British Racing Green synonymous with Aston Martin Formula One™. Both the retail display and bottle glorifier needed to dramatize the packaging, capture attention, and reinforce the shared equity of both brands.
Success hinged on two critical factors:
- Seamlessly integrating the brand equity and design language of both Glenfiddich and Aston Martin Formula One™ into retail and on-premise environments
- Achieving flawless fabrication, finishes, and materials to reflect the ultra-premium positioning of the collaboration
The retail display and on-premise bottle glorifier served as critical point-of-purchase touchpoints within a broader 360-degree marketing campaign, which included PR, media, experiential activations, and tasting experiences at Formula One™ Grand Prix events worldwide.
MRL Action Plan
Engineered, Illuminated Retail and On-Premise Displays
The MRL Group proposed a premium display solution incorporating illumination, designed to stop shoppers at shelf and elevate the presentation of the limited-edition product. While lighting effects added visual impact, they also introduced technical challenges related to power sources — particularly in retail environments where access to outlets is limited.
From project kickoff to in-market delivery, the MRL team had 90 days to:
- Develop creative concepts aligned with brand proposals
- Fabricate and deliver functional prototypes
- Iterate designs through client review and approval
- Ensure all elements met stringent MRL quality-control standards
- Manage overseas production and inbound logistics
- Deliver displays nationwide on schedule
To solve the illumination challenge, The MRL Group’s engineering team developed custom power solutions tailored to each environment:
The Results
High-Impact Retail and On-Premise Activations Delivered at Scale
The retail display and on-premise bottle glorifier served as critical point-of-purchase touchpoints within a broader 360-degree marketing campaign, which included PR, media, experiential activations, and tasting experiences at Formula One™ Grand Prix events worldwide.
At the moment of consumer purchase decision, the displays successfully connected the global partnership story to the in-store and on-premise experience.
The MRL Group delivered measurable results:
- 1,300+ retail and on-premise elements produced and deployed nationwide
- Delivered within 90 days from project kickoff
- Custom-engineered lighting solutions that balanced luxury aesthetics with operational practicality
This program demonstrates how strategic retail activation, engineering expertise, and global production capabilities can bring high-profile luxury brand partnerships to life in the spirits category.
Retail Display
- Rechargeable lithium-ion battery system built with easy access so battery could be removed and recharged without moving the display
- Integrated motion sensor activated illumination when shoppers approached
20-30 days of illumination per charge - Eliminated reliance on hard-to-access retail outlets and ongoing battery replacements
On-Premise Bottle Glorifier
- Continuous illumination powered by a rechargeable lithium-ion battery
- 10 hours of runtime
- Rechargeable after hours to maintain seamless operation during service
Looking to Activate a Premium Brand Partnership at Retail or On-Premise?
The MRL Group specializes in retail activation for alcohol and spirits brands, custom point-of-purchase displays, on-premise merchandising solutions and engineering-driven fabrication and logistics.