SOUTH KOREA. William Grant & Sons is celebrating The Balvenie’s 1931 Collection with an airport-wide activation at Incheon International Airport.
The 1931 Collection takes its name from the year The Balvenie opened its Home Malt Floor, where its traditional malting methods were established.
The hero release in the range is the travel retail-exclusive (TREX) 15 Year Old, accompanied by 12 Year Old and 88 Year Old expressions. The latter is the oldest whisky released by the distillery.
At Incheon, The Balvenie has launched a full The 1931 takeover of its shop-in-shops with Lotte Duty Free in Terminal 2.
It has also launched high-profile promotions at its other shop-in-shop locations in terminals 1 and 2 with Hyundai Duty Free. The displays present the collection’s production story alongside The Balvenie’s core range.
They also highlight The 1931 Collection’s packaging, created in collaboration with contemporary artist Daniel Arsham.
Arsham’s designs for the 12 Year Old and 15 Year Old are visually linked to the sculptural presentation of the 88 Year Old whisky, drawing on themes of time and craftsmanship.
A month-long Out of Home campaign across both terminals extends the launch beyond the retail spaces.
The Incheon programme continues throughout September, with further activity planned in both terminals 1 and 2. William Grant & Sons plans to bring The 1931 Collection activation to Taipei and London Heathrow in October.
The Balvenie 1931 Collection 15 Year Old is made with barley grown at The Balvenie Mains Farm and malted entirely on the distillery’s Home Floor Maltings, which have been operating since 1931.
Initially matured in American oak casks, the whisky is finished in ex-sherry bodega European oak butts from Jerez, Spain. The liquid offers velvety, rich and honeyed notes leading to a sweet, lingering finish.
William Grant & Sons Managing Director, Global Travel Retail Rufus Parkinson said, “Global travel retail offers a unique opportunity to bring The Balvenie’s craftsmanship and heritage to travellers around the world.
“The 15 Year Old Home Malt is particularly meaningful in this regard: made from 100% home-grown and Home Floor Malted barley, it connects directly to the origins of our craft and the enduring character of The Balvenie.
“Bringing The 1931 Collection to life at Incheon allows us to share that story through an experience that goes beyond the liquid itself, creating a distinctive moment for travellers to discover the artistry behind every bottle.” ✈
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