INDIA. Diageo Global Travel has teamed up with Ospree Duty Free for a pop-up campaign at Mumbai Airport, highlighting a travel-exclusive collection from The Singleton, Gardens of Abundance.
The promotional space, which runs until the end of the month, is described as a first-of-its-kind retail experience at the airport, immersing travellers in The Singleton’s world through sensory elements and branded gifts.
Whisky enthusiasts can explore the fragrance profiles of four single malt variants via scented cloches with aroma pads, giving them a preview of the whisky’s flavour before tasting.
The variants – Radiant Spring Garden, Golden Autumn Orchard, Exotic Spice Grove and Deep Forest Riches – each offer a distinct sensory experience reflecting different seasons and flavour profiles.
Diageo Travel Retail Head of India and MENA Tarek Makdessi said: “We are delighted to announce the launch of The Singleton’s exclusive Gardens of Abundance collection, brought to life through a standout pop-up event in collaboration with Ospree.
“This launch, a first in travel retail for The Singleton, highlights our dedication to offering premium experiences for travellers across MENA and India. Our partnership with Ospree has enabled us to present The Singleton in a truly immersive setting, aligning with our mission to elevate the travel retail landscape.
“The Gardens of Abundance collection captures nature’s richness with distinct craftsmanship, offering travellers a unique taste experience that underscores the quality and innovation behind The Singleton. This milestone is a testament to our commitment to redefine luxury in travel retail, setting new standards for exclusive offerings.”
Other highlights at the pop-up include complimentary Singleton-branded bags and charms with purchases. The reusable tote bags, designed to hold one or two bottles, are a stylish yet practical souvenir.
The leather charms, embossed with the ‘Gardens of Abundance’ design, offer a personalised, luxury touch, enhancing the exclusivity of the purchase.
The latest whisky range reflects The Singleton’s craftsmanship, offering richly layered whiskies inspired by nature and biodiversity, with vibrant flavours that invite whisky enthusiasts to discover a harmonious taste experience.
The Singleton’s global travel retail debut is its largest to date, enhancing its increasing appeal among whisky enthusiasts worldwide. The brand’s rapid expansion is highlighted by its recognition as the fastest-growing single malt in 2023 (IWSR) and over 30 accolades in the past two years.
Ospree Duty Free CEO Gaurav Singh said: “This pop-up marks a significant milestone in travel retail, blending luxury with interactivity to elevate the shopping experience. We are proud to partner with The Singleton to bring this immersive journey to life for travellers.
“Gardens of Abundance reflects the beauty and complexity of whisky, and we believe this experience will resonate with those looking to indulge in something truly special as they embark on their journeys.”
The Singleton – Gardens of Abundance collection:
Radiant Spring Garden has been matured in select white oak casks and features notes of green apples, apricots and citrus. It has an RRP of £55 (US$71).
Golden Autumn Orchard, RRP £80 (US$103), has been double oak matured in ex-bourbon and American white oak casks. The palate comprises toffee apples and poached pears in syrup, alongside hints of vanilla and butterscotch.
Exotic Spice Grove, RRP £150 (US$194), has been triple cask matured, first rested in ex-wine and rejuvenated casks before married together in reserve oak casks. Notes of spiced honey and berries lead to fig jam, cinnamon and nutmeg.
The collection is rounded up with Deep Forest Riches, first matured in European oak before finishing in palo cortado, Marsala wine and Pedro Ximénez/oloroso-seasoned casks. The RRP £220 (US$284) whisky incorporates notes of dried fruits, dates and dark chocolate. ✈
