EUROPE. Global spirits company International Beverage has marked the success of its recent travel retail activations for Speyburn’s latest travel retail-exclusive range, in partnership with Avolta World Duty Free and Lagardère at key European airports.
The collection, featuring Kentucky Bourbon Cask, Bordeaux Red Wine Cask and Jerez Sherry Cask expressions, was first showcased at Aberdeen Airport.
It was followed by a vibrant installation at Paris Charles de Gaulle on 22 September, featuring a ‘spin-to-win’ wheel and whisky tastings.
The brand experience will continue at Edinburgh and Glasgow airports, featuring digital tasting bars and check-in walls that combine interactive engagement with the brand’s cask-driven heritage and vibrant new packaging.
To drive sales, the activations will feature a ‘spin-to-win’ wheel, allowing travellers to select their preferred whisky for sampling and the prize they could win when purchasing two bottles from the range.
The campaign will continue at Amsterdam Airport Schiphol from September until January 2026.
Speyburn’s exclusive 1-litre travel retail formats (40% ABV) were initially rolled out in the spring, showcasing the brand’s signature flavour, while celebrating each whisky’s cask origins through bold, illustrated packaging.
Kentucky is depicted with oak trees, a rickhouse and horses; Bordeaux by a château, grapes and ornate lamp posts; and Jerez by Spanish tiles, a flamenco guitar and fans. Each expression prominently features Speyburn Distillery’s pagoda-shaped roof, providing a distinctive visual identity.
Speyburn’s European airport campaign aims to boost trial and maximise brand presence within the channel.
International Beverage Regional Channel Marketing Manager GTR Ellen Alvarez Salgado said, “Speyburn’s latest travel retail range is proving extremely popular with travellers, and we are delighted to build on this momentum by launching this series of immersive airport installations.
“With this exciting new programme of airport activations, we are bringing these unique new expressions to life as well as the incredible taste and vibrancy of Speyburn to thousands of airport shoppers over the coming months.” ✈
