Our regular feature celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
UK. Today’s images show Fable, the single cask Scotch whisky brand created in 2019 by long-time drinks sector executives Andrew Torrance and Calum Lawrie, enjoying high-profile promotional visibility at Edinburgh Airport, Scotland.
“The display is just past security and every departing passenger will pass it so it is great exposure for the brand,” Torrance told The Moodie Davitt Report.
As reported, the independent bottling premium Scotch whisky brand, Fable features compelling artwork by renowned Bolivian illustrator Hugo Cuellar to ensure strong visual appeal on shelf.
Such visibility is paying off. Besides encouraging success at Edinburgh Airport, Torrance says Fable was the best-selling Scotch whisky at Aberdeen and Glasgow airports in April.
The Edinburgh Airport promotion features Fable’s ‘Far from ordinary’ brand slogan. The premium Scotch whisky has at its core a memorable animation – titled The Legend of the Ghost Piper of Clanyard Bay. Characters from the animation (including The Crows, The Hound, The Piper and The Labyrinth) appear on the eye-catching labels of the 11 initial Fable expressions, all from single casks and sourced from what Torrance describes as “hard to find” distilleries across Scotland.
Each edition is limited to about 350 bottles (RRP €95), with whiskies at cask strength straight to the bottle with no added colour and no chill filtration. 
