SOUTH KOREA. The Shilla Duty Free has partnered with William Grant & Sons in an eye-catching The Balvenie pop-up at Incheon International Airport Terminal 2.
The experiential pop-up was launched on 19 October to mark The Balvenie’s 60th anniversary and to introduce the The Balvenie Sixty, of which only four bottles have been released in duty free stores. As reported, the distiller’s oldest and rarest expression has been showcased through activations at Amsterdam Schiphol, Taipei Taoyuan International and Dubai International airports since July.
The release pays tribute to The Balvenie Malt Master David C. Stewart MBE, who completed six decades at the family-owned distillery in 2022, making him the longest-serving Malt Master in industry history.
Stewart is a much-respected figure in the Scotch whisky industry, with The Balvenie Sixty combining spirits that have matured since he joined The Balvenie in 1962.
The Incheon Airport pop-up store, themed ‘A Journey of Greatness’, encourages visitors to discover The Balvenie’s history while showcasing Stewart’s career and the significant products he has created. Travellers can enjoy an immersive experience – as if they are visiting The Balvenie Distillery – through innovative soundscapes and an audio guide detailing the brand’s history and heritage.
Selected global travel retail-exclusive products will be highlighted at the pop-up store until 18 January 2024.
A representative from The Shilla Duty Free commented: “We aim to provide a unique experience for our customers using Incheon International Airport by showcasing rare Balvenie products and this experiential pop-up store. We will continue to introduce differentiated products and services.”
William Grant & Sons Global Duty Free Director David Wilson commented: “We are delighted to present our luxurious products and host the milestone event for The Balvenie Sixty at The Shilla Duty Free in Incheon Airport. We are grateful for the opportunity to provide such an impactful experiential space for discerning customers using Incheon Airport.” 
