UK. Glen Moray, owned by La Martiniquaise-Bardinet, has partnered with Avolta to launch a high-impact campaign highlighting its sponsorship of the ISPS Handa Senior Open Championship to be held on 24-27 July.
The activation is running throughout July at key UK airports, with visibility at World Duty Free stores in London Heathrow Terminal 2, Edinburgh, Glasgow and Aberdeen.
This campaign marks Glen Moray’s biggest UK travel retail investment yet, brought to life through immersive digital tasting bars, striking displays, consumer tastings and expert-led masterclasses – each showcasing the brand’s distinctive ‘Classic Round’ golf-themed creative.
As part of a three-year agreement signed in 2024, the Speyside single malt was named the Official Whisky of the Senior Open – the only senior major championship in Europe.
Building on its successful debut at Carnoustie last year, the Elgin-based distiller is preparing for this year’s edition of the Senior Open, set to welcome 35,000 spectators to Sunningdale Golf Club, Berkshire.
These activations raise awareness for Glen Moray’s golf partnerships while supporting sales of the brand’s travel retail range, which comprises three whiskies from the Heritage Collection – the 12 Year Old, 15 Year Old and 18 Year Old.
The offer also includes the ‘Explorer’ gift pack, which features 5cl tasters of the Classic Collection, including the Elgin Classic, Port Cask Finish, Sherry Cask Finish and Peated Single Malt expressions.
Glen Moray 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 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, and we are very much looking forward to sharing a taste of Glen Moray and a few golfing stories with passengers over the summer months.” ✈
