UAE. La Martiniquaise’s Label 5 blended Scotch whisky has partnered with Dubai Duty Free in an eye-catching activation at Dubai International Airport. The Terminal 3 promotion started on 23 August and will run until 30 September.
According to La Martiniquaise Export Manager Stéphane Donat, Label 5 is experiencing rapid growth in travel retail, particularly in the Gulf states where the brand has enjoyed +49% average growth per year since 2018.
The partnership with Dubai Duty Free includes a 360-degree display unit highlighting Label 5’s two flagship products – Classic Black and Bourbon Barrel – with digital and static screens featured. “We have successfully established Label 5 as an irresistible offer with strong assets to the worldwide travelers,” Donat said.
“The eye-catching display at Dubai Duty Free has boosted brand visibility, making it a top choice in the Scotch whisky category,” he added. “The success at this location highlights the brand’s growth potential in the travel retail channel and opens doors for broader distribution and market expansion.” ✈️
