Golf drives Glen Moray push in UK travel retail
Speyside distillery Glen Moray has launched its ‘biggest’ investment in UK travel retail to date in the lead up to the Senior Open Championship.
To support the second year of its partnership with golf’s Senior Open Championship, the Scotch brand has set up activations in four of the UK’s busiest airport hubs: London Heathrow Terminal 2, Edinburgh, Glasgow and Aberdeen.
Within the activations, travellers can enjoy tastings and masterclasses, all featuring the brand’s Classic Round golf campaign.
The investment in UK travel retail intends to support growing sales for the brand’s travel retail range. This comprises Glen Moray 12 Years Old, 15 Years Old and 18 Years Old, plus the brand’s ‘Explorer’ gift pack, which includes 50ml tasters of Glen Moray’s Classic Collection (Elgin Classic, Port Cask Finish, Sherry Cask Finish and Peated Single Malt).
Glen Moray’s UK marketing manager Janette Deed said: “Travel retail is an increasingly important channel for Glen Moray, and we are investing year round to support our brands and showcase the heritage, quality and great range of whiskies that our Speyside single malt has to offer.
“Over the summer, our focus is firmly on our Glasgow Airport activation, celebrating golf, and our partnership with the Senior Open Championship this July.
“Whisky and golf are two great Scottish icons that have so much in common. We are very much looking forward to sharing a taste of Glen Moray and a few golfing stories with passengers over the summer months.’”
The ISPS Handa Senior Open Championship takes place on 24-27 July at Sunningdale Golf Club in Berkshire, England. Around 35,000 golf fans are expected to attend.
Glen Moray’s became the official whisky of the Senior Open was last year as part of a three-year deal.
At the start of summer, the brand ditched the Scotch label to create a spirit drink finished in maple syrup casks.
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