International Beverage takes flight with airport activations

Today, (14.05.25) we are delighted to announce a series of major new travel retail activations for some of our award-winning brands including Old Pulteney and Balblair single malt Scotch whiskies.

The activations are being run in partnership with Avolta World Duty Free and Lagardère Travel Retail stores in airports across the UK and France throughout May 2025, with the installations signalling our most high-profile activations in the channel to date.

To kickstart the month-long campaign, Old Pulteney’s travel retail exclusive range, which includes the whisky’s 10, 13 and 16 Years Old expressions, was showcased in Heathrow Terminal 2 throughout April and will be on display in Paris Charles de Gaulle Airport throughout May. An eye-catching instillation pays homage to the single malt’s rich maritime heritage with coastal images and blue hues transporting travellers to its home on the northern-most shores of Wick, Scotland.

To further incentivise travellers, those who buy a bottle of Old Pulteney 16 Years Old at Charles de Gaulle Airport during the month of May will receive an exclusive complimentary Old Pulteney branded Chilly’s Series 2 Stainless Steel Drinks Bottle (500ml) worth £32.

International Beverage is also running digital tasting experiences with Avolta for other brands within our premium spirits portfolio. Travellers will be able to enjoy a range of expressions from Balblair Highland Scotch whisky which uses only the finest ingredients to craft a distinctive, characterful single malt as well as having the opportunity to sample our handcrafted small-batch gin, Caorunn.

Tasting bars will be available in Manchester Airport Terminal 2 and Gatwick North throughout May for Balblair, showcasing the brand’s 12, 15 and 17 Years Old travel retail expressions.

Edith Ng, Head of Global Travel Retail at International Beverage said:

“We’re very excited to bring some of our much-loved brands to life to those travelling through European airports this Spring. The travel retail channel is hugely important to our business and our partnerships with Avolta and Lagardère are another example of our ongoing commitment to investing in the sector.  We are confident that our in-store activations will really connect with travellers and give them the opportunity to try our premium spirits brands for themselves.”

Old Pulteney 10 Years Old and 13 Years Old are available to purchase in 1 litre bottles, with Old Pulteney 16 Years Old available in a 70cl bottle, ranging in price from £39.99 to £82.99.

Balblair’s 12 and 15 Years Old are available to purchase in 1 litre bottles, while Balblair 17 Years Old (a travel retail exclusive) is available in a 70cl bottle and retails at £100 (currently 10% off).

THIS ARTICLE APPEARS WELL AFTER THE ORIGINAL PUBLICATION DATE AND IS PUBLISHED HERE AS A MATTER OF INTEREST.