The Lakes Distillery has extended its collaboration with Dufry-owned World Duty Free through new listings for its Steel Bonnets whisky and The Lakes Elderflower Gin Liqueur.
The Lakes Rhubarb & Rosehip Gin is a seasonal addition to the World Duty Free shelves and targets Christmas gifting.
The Lakes Distillery products have featured in promotions at selected UK airports including Newcastle, London Gatwick North Terminal, and Manchester Terminal 1. The activations highlighted the whisky-making process and the distillery’s background, with a focus on Steel Bonnets and The ONE whiskies.
Steel Bonnets combines English and Scottish malt whiskies. Its name pays homage to the English and Scottish clans who lived in the Border Marches, from Berwick-upon-Tweed in the East to Carlisle in the West, during the 13th to 17th centuries.
World Duty Free introduced The Lakes Gin and The ONE whisky in 2017. The Lakes Explorer Gin and The Lakes Rhubarb & Rosehip Gin Liqueur followed in Spring 2018.
The Lakes Distillery Director of Business Development and UK Sales Maria Duddin said: “The success of our spirits with World Duty Free is testament to their quality and our innovative portfolio.
“We are proud to be introducing Steel Bonnets and a wider range of our products to new customers from around the world in tandem with key activations UK-wide, which are increasing the global reach and growing new brand advocates of The Lakes Distillery.”
World Duty Free Commercial Category Manager Kathryn Kindness commented: “The Lakes Distillery products have been well received by our customers and the activations in our stores have created interest and engaging theatre. It’s great to have product innovation and newness in the category”.
