UK. Silent Pool Gin (William Grant & Sons) celebrated its new partnership with Ascot and Royal Ascot via a high-profile activation at London Heathrow Terminal 2 in June.
Silent Pool Gin recently signed an agreement to become the official gin of Ascot and Royal Ascot for the next three years.
Timed to coincide with the prestigious Royal Ascot race meeting, the activation invited passengers to sample Silent Pool Gin – a handcrafted ultra-premium spirit distilled in the Surrey Hills. It also showcased the brand’s heritage and commitment to traditional distillation techniques.
Travellers who purchased a bottle could scan a QR code and upload their receipt for the chance to win a fine-dining experience during the Ascot Food and Wine Racing Weekend on 5 or 6 September, including tickets to the Silent Pool Gin Cup.
The Heathrow promotion forms part of a wider campaign that included a similar activation at London Gatwick North Terminal in May. The Gatwick animation offered a similar competition tied to Royal Ascot week.
As part of its official supplier status, Silent Pool Gin is now served throughout the Ascot venue year-round, including at its dedicated Grandstand bar and across multiple outlets during Royal Ascot. The brand is also featured in the event’s signature cocktail, the Royal Ascot Blush.
The Heathrow and Gatwick activations were designed to bring the Ascot partnership to life in travel retail while reinforcing Silent Pool Gin’s British roots and premium positioning.
“Activations like these are vital to building brand awareness in a premium and engaging way,” commented Silent Pool Gin Founder Ian McCulloch.
“Our new partnership with Ascot is a perfect expression of British elegance and craftsmanship, and we’re proud to bring that spirit directly to travellers at Heathrow and Gatwick. Travel retail offers us a unique opportunity to create powerful connections between what’s happening in the world outside and the journey that begins at the airport.” ✈
