INDIA. LVMH-owned Moët Hennessy, in collaboration with Ospree Duty Free, unveiled a circus-themed pop-up on Ardbeg Day (31 May) at Mumbai Chhatrapati Shivaji Maharaj International Airport.
The animation is running until the end of June and spotlights the launch of the limited-edition Ardbeg Spectacular whisky.
As reported, the first Ardbeg Day celebration in India and travel retail features a colourful circus-themed activation in honour of the Islay single malt Scotch whisky brand.
We revisit this activation as the event draws to a close, highlighting its impact on the travel retail experience at Mumbai Airport, which is expecting 1.5 million international travellers this month.
Ardbeg Spectacular is the distillery’s first whisky aged in port casks. It offers flavour notes of dark chocolate and mint, with an aroma featuring hints of candied fruit, incense candles and smoked pecan.
In India, Ardbeg Spectacular is exclusively available through Ospree Duty Free at a recommended retail price of INR11,100 (US$132.95).
The vibrant animation at Mumbai Airport includes entertainment, spin the wheel giveaways and a chance to win a trip to the Ardbeg Distillery in Islay, Scotland.
Moet Hennessy India Marketing Director Smriti Sekhsaria commented: “We are thrilled to be hosting the world’s first-ever Ardbeg Day travel retail-only celebrations in Mumbai at Ospree Duty Free.
“Ardbeg has a strong base of loyalists in India, and we are delighted to bring to them a wonderful flavour adventure with Spectacular.
“We look forward to hosting travellers in our dark circus at Mumbai International Airport through the month of June, as they discover the dramatic world of Ardbeg.
“Ardbeg enthusiasts and curious travellers can expect to cartwheel into a whirlwind of smoky wonder – it’s a peaty voyage that will leave you breathless.”
Ardbeg Master Blender Gillian Macdonald said: “Ardbeg Spectacular is a high-flying spirit, very befitting of Ardbeg Day. Its years in bourbon and port casks create a spectacle of flavours, the like of which Ardbeggians will never have tasted before.
“We invite fans to roll up and feast their palates on its peculiar notes of mint chocolate, incense, lavender and smoked nuts, set off by a daring double act of salted caramel and tar. Like the finest performances in the circus ring, this is a whisky not to be missed.” ✈
