Speyburn ramps up travel retail push
Speyside distillery Speyburn is running a slew of activations across European airports to build a presence in travel retail.
Hosted in partnership with Avolta World Duty Free and Lagardère, the activations will take place at Aberdeen, Edinburgh and Glasgow airports in Scotland, Paris’ Charles de Gaulle and Schiphol Airport in Amsterdam.
They will showcase the distillery’s travel retail-exclusive range, which launched in April. The range includes Kentucky Bourbon Cask, Bordeaux Red Wine Cask and Jerez Sherry Cask whiskies.
Each whisky sits at 40% ABV and is presented in a one-litre bottle. Kentucky Bourbon Cask carries a price tag of £35 (US$47), Bordeaux Red Wine at £40 (US$54), and Jerez Sherry Cask at £49 (US$66).
Alongside the travel retail range, the activations will also feature digital tasting bars and check-in walls that nod to the range’s cask origins, as well as a ‘spin-to-win’ wheel that helps customers decide which whisky to sample.
The activations will run until January 2026.
Ellen Alvarez Salgado, regional channel marketing manager, global travel retail, for International Beverage, Speyburn’s parent company, said: “Speyburn’s latest travel retail range is proving extremely popular with travellers, and we are delighted to build on this momentum by launching this series of immersive airport installations.
“With this exciting new programme of airport activations, we are bringing these unique new expressions to life as well as the incredible taste and vibrancy of Speyburn to thousands of airport shoppers over the coming months.”
International Beverage recently hired Sarah Burgess its master of whisky creation, who will lead on the development and creation of its whisky brands, including Speyburn.
The company also shook up its global spirits senior leadership team this week, with UK managing director Malcolm Leask departing the business.
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