Glenmorangie debuts barber pop-up in GTR

Moët Hennessy has rolled out Glenmorangie’s ‘It’s Kind of Delicious & Wonderful’ campaign to six airports with a barber shop pop-up.

The It’s Kind of Delicious and Wonderful campaign was first unveiled in 2020, in an effort to reimagine everyday moments as ‘wonderful’ experiences.

In November 2022, photographer Miles Aldridge partnered with Glenmorangie to shoot the second instalment in the whisky brand’s campaign.

The first of the brand’s travel retail activations, created in partnership with Dufry, kicked off at Adolfo Suárez Madrid-Barajas Airport in Madrid, Spain.

The campaign includes a pop-up that comprises whisky tasting and a barber shop station to offer a ‘self-care experience’.

David de Miguel, global liquor category management head at Dufry, commented: “At Dufry, we are thrilled to collaborate with Moët Hennessy Travel Retail Europe on this exciting project, which brings a fresh and inventive approach to travel retail.

“We are committed to providing our customers with exceptional and unforgettable experiences, and we believe that Glenmorangie’s activation will offer just that.”

The pop-up aligns with the brand’s aim to recruit new consumers by targeting a younger generation, as well as inviting ‘more women whisky lovers’ into the fold.

Shoppers can receive a hand or face massage, as well as read the Glenmorangie magazine to learn more about the brand and its travel retail exclusive offerings of The Accord, The Elementa and The Tribute.

The Moët Hennessy travel retail arm is aiming to ‘elevate the whisky and luxury categories’ by offering the channel-exclusive activities.

The activations will also see hot air balloons featured at Istanbul Airport, and greenhouse experiences at Paris Charles de Gaulle Airport, Heathrow Airport, Luton Airport, and Edinburgh Airport.

The brand recently released a ‘nutty and spicy’ 12-year-old whisky finished in Amontillado Sherry casks.