Balvenie pops-up at KLIA2 with craft bar conceptBy Kristiane Sherry
William Grant & Sons-owned The Balvenie has unveiled a craft bar pop-up in Kuala Lumpur International Airport 2 (KLIA2) Departures Emporium.
The bar highlights the five crafts used during whisky making – farming barley, floor malting, coopering, the role of a coppersmith, and the malt master – while allowing for the customisation of traveller’s leather items.
Shoppers who purchase a bottle from the travel retail-exclusive Balvenie Triple Cask range will also receive a free leather tag personalised with their names.
Scott Hamilton, William Grant & Sons APAC travel retail director, said: “The Balvenie commitment in celebrating craftsmanship is a journey we’ve been on for many years and it all stems from the fact that our approach to crafting our whisky has changed very little in over a century.
“The new KLIA2 Departures Emporium presents us the optimal space to bring the idea of craft and customisation to life. At the same time, we want to reward single malt connoisseurs with customised gifts to encourage trade-up and brand loyalty. This is aligned with Malaysia Airports’ vision of bringing more experiential activity and excitement to airport shopping with KLIA2.”
The activity will run at KLIA2 Departures Emporium from 18-31 August, before moving to KLIA2 arrivals from 1-30 September.
Last month The Balvenie revealed details of the second batch of Tun 1509, a single malt made from 32 different casks.