UK. Premium spirits company International Beverage has partnered with Avolta on a UK airport campaign showcasing its Highland single malt Scotch whisky, Balblair.
The activation, built around Balblair’s new ‘Only the Pleasure’ brand platform, is making its debut in London Heathrow Airport Terminal 3 throughout October, designed to offer travellers an exclusive escape amid the bustle of the airport.
Located at The Dome, the activation centres on the ‘Inner Still’ concept, featuring visual displays, an interactive sampling ritual and an audio experience, while introducing travellers to Balblair and its focus on rarity and quality.
The experience, called ‘The Keeps’, centres on four aromas associated with Balblair’s character – tropical fruit, vanilla, baking spice and chocolate. Presented in nosing cylinders, the aromas allow visitors to explore the whisky’s profile through scent and tasting, guided by Balblair Brand Ambassadors.
The activation also features a Balblair playlist, which travellers can access by scanning a QR code on a record player.
The brand experience will extend to London Gatwick Airport’s North Terminal in October and to Manchester Airport Terminal 2 from late November to early January 2027, with additional tasting bars.
The campaign will raise awareness of Balblair’s global travel retail portfolio. The range includes the Balblair 12 Years Old (1 litre) at £43.59 (US$58); the 15 Years Old (1 litre) at £67.99 (US$90.47); the 17 Years Old (70cl) at £87.54 (US$116.48), reduced from £102.99 as part of a -15% price promotion; and the 21 Years Old (70cl) at £239.09 (US$318.13).
The whiskies are produced in small batches at Balblair Distillery, founded in 1790 and one of the Highlands’ oldest and most intimate distilleries.
International Beverage Regional Channel Marketing Manager GTR Ellen Alvarez Salgado said, “Airports are busy places, and Balblair’s new Inner Still activation gives travellers the chance to experience a few minutes of luxurious calm and pleasure, escaping into a world of rarity, excellence and exquisite Scotch whisky.
“Our beautifully designed space draws attention, sparks curiosity and offers a chance to really enjoy the whisky moment, with tastes, aromas and music to stimulate all the senses.
“Balblair is uncompromising in its craftsmanship of single malt whisky and we have taken the same approach to create these new activations, which take whisky tasting and exploration to new levels.
“As global travel retail continues to grow in importance for our business, we are very much looking forward to welcoming travellers into our new Balblair world to experience a moment of pleasure with our exceptional single malt whiskies.” ✈
