EUROPE/MIDDLE EAST. Proximo Spirits has introduced a global campaign to showcase Bushmills’ travel retail-exclusive single malt Irish whiskeys at major airports, in partnership with leading retailers ARI, Gebr. Heinemann and Lagardère Travel Retail.
Running until June, the activations are designed to drive visibility for the Bushmills channel-exclusive portfolio through high-impact retail theatre, experiential tastings and brand-led storytelling in busy airport environments.
The programme opened in January with ARI in Dublin Airport Terminal 2, alongside dual activations with Gebr. Heinemann at Frankfurt and Copenhagen airports.
Activity continues in March with Lagardère Travel Retail at Zayed International Airport in Abu Dhabi, followed by further executions at Dublin and Istanbul airports through March and April.
On St Patrick’s Day (17 March), Proximo will run a special promotion celebrating Bushmills’ Irish roots with a podium and sampling bar in Dublin Airport T2.
The initiative, supported by Bushmills’ new Stand campaign, concludes with a return to the Irish travel hub in June.
The showcase includes the Bushmills World Wood Series, a travel retail-exclusive collection of single malt Irish whiskeys spanning 10, 12, 15, 18 and 21 Year Olds, alongside Bushmills Black Bush 80/20 PX Sherry Cask Reserve.
The latter is a travel retail-only blended expression comprising 80% single malt Irish whiskey finished in Pedro Ximénez sherry casks, combined with 20% small-batch grain whiskey.
Proximo Spirits Head of Global Travel Retail Roy Summers said, “We are in an exciting growth period for Bushmills.
“2026 has started strong for travel retail – we now have an extended range of aged single malts in our channel-exclusive World Wood Series, innovation from our blends such as the Black Bush 80/20 and a striking new brand campaign that is being rolled out globally.
“Bushmills is placing significant focus on its travel retail activations this year. We are working closely with our partners to curate compelling high-profile promotions that showcase our exclusive ranges for discerning travellers.” ✈
