INDIA. Single malt Scotch whisky house The Macallan (Edrington) has launched its first airport activations in India, unveiling dedicated experiential spaces at Indira Gandhi International Airport (IGIA) in Delhi and Chhatrapati Shivaji Maharaj International Airport (CSMIA) in Mumbai.
The dual-city strategy targets India’s two busiest airports and follows the opening of The Macallan’s first shop-in-shop in the country last year. According to Edrington, the animations underline the brand’s long-term commitment to recruiting and engaging new consumers in the important Indian market.
India represents a fast-growing opportunity for travel retail. The nation’s airports welcomed an estimated 376.4 million passengers in FY 2023–2024, up +15% year-on-year* with passenger numbers forecast to increase by a further +50% over the next five years**.
According to IWSR, alcohol volumes in India travel retail are also on an upward trajectory, growing by +13% in 2024. IWSR said that affluent Indian consumers are increasingly gravitating towards premium and ultra-premium single malt Scotch whisky.
Dual-city activation approach
The two pop-ups were designed to offer storytelling and traveller engagement while presenting whiskies from The Macallan’s domestic and travel retail portfolios.
The Macallan pop-up is located in Indira Gandhi International Airport Terminal 3 departures with Delhi Duty Free. Opened in October, it showcases The Macallan’s Timeless Collections including the Sherry Oak, Double Cask and the travel retail-exclusive Colour Collection.
Immersive features include the brand’s sherry journey experiential wall and its Six Pillars experience, offering travellers insight into The Macallan’s sherry seasoning process and the craftsmanship that underpins its single malt whiskies.
The space is designed as a storytelling platform and aims to build cultural relevance and deeper brand resonance among travellers passing through India’s capital.
The pop-up collaboration with Ospree Duty Free at Chhatrapati Shivaji Maharaj International Airport Terminal 2 spotlights The Macallan Harmony Collection – Inspired by Organic Cherrywood Lapsang Tea, which is currently exclusive with the retailer in India.
Running throughout the peak holiday gifting period until the end of December, the activation also offers gift-wrapping services, while purchases are finished with a colourful ribbon to enhance their gifting appeal.
Edrington Regional Managing Director – Global Travel Retail Kasper Andersen commented: “Introducing our first pop-ups for The Macallan in India marks an important step forward in our continued investment in this dynamic and fast-growing market.
“India is home to one of the world’s most passionate and rapidly developing whisky communities, and its airports are becoming increasingly influential gateways for international travellers. Establishing a presence both in Delhi and Mumbai enables us to engage consumers at moments when they are most open to discovery and meaningful brand connection with The Macallan.
Edrington Customer Marketing Manager – Global Travel Retail MEAI Lianne Noronha added: “Our aim with these activations is to bring The Macallan’s story closer to Indian travellers in a way that feels immersive and meaningful.
“In Delhi, we highlight our Six Pillars and the influence of sherry seasoned oak, inviting guests to explore how these elements shape the natural colour and character of our whiskies through a dedicated storytelling environment.
“In Mumbai, the focus shifts to connection and exploration, with the Harmony Collection offering travellers a more hands-on opportunity to taste, learn and engage. Together, these two pop-ups are designed to foster a deeper appreciation of the heritage and mastery at the heart of The Macallan.” ✈
