Glen Moray celebrates ‘Summer of Golf’ with Scottish airport pop-ups

UK. Glen Moray Single Malt Scotch Whisky has partnered with Avolta to launch a pop-up campaign at Edinburgh and Aberdeen airports, bringing its golf partnerships to life in travel retail.

The campaign aims to capitalise on the peak summer travel period and Scotland’s golf season.

Earlier this year, the Elgin-based distiller became the official whisky of The Senior Open, one of the most prestigious golf championships in the world. It also joined with Paul Lawrie’s 2024 Tartan Pro Tour. These partnerships have led to significant brand investment in travel retail activations ahead of The Senior Open at Carnoustie on 25-28 July.

A striking Glen Moray installation awaits travellers in Edinburgh Airport Departures. It features a 3D representation of the brand’s ‘A Classic Round’ creative campaign, which celebrates the shared joys of a round of golf and whisky. The display is complemented by a film showcased on a digital billboard at the entrance to The World Duty Free store.

At Aberdeen Airport, visitors can sample Glen Moray whiskies from an eye-catching golf-themed bar.

These activations raise awareness for Glen Moray’s golf partnerships while supporting sales of the brand’s World Duty Free range, which comprises three whiskies from the Heritage Collection – the 12 Year Old, 15 Year Old and 18 Year Old – available in 1-litre formats.

Additionally, Glen Moray is offering the ‘Explorer’ gift pack which features 5cl tasters of the Classic Collection, including the Elgin Classic, Port Cask Finish, Sherry Cask Finish and Peated Single Malt expressions.

Glen Moray parent company LMB-UK UK Commercial Director Jamie Stewart commented: “Glen Moray is currently one of the fastest-growing single malt Scotch whiskies in the UK, and our golf partnerships are part of an exciting new era of investment and growth for the brand.

“Global travel retail is one of our most important channels, so we’re thrilled to be taking our ‘Classic Round’ campaign to millions of travellers at these two Scottish airports throughout July.”

Edinburgh Airport Head of Retail Linsey Jordan added: “Single malt whiskies and world-class golf courses are among the many reasons millions of tourists visit our amazing country each year. This striking campaign from Glen Moray combines two of our most famous exports in an eye-catching and creative way.

“Passengers can check out this installation when they are pitching up at the airport this summer – teeing up their trip away or providing a neat end to their Scottish adventure.”

Glen Moray’s innovative airport activations highlight the brand’s commitment to celebrating Scotland’s rich heritage in whisky and golf, enhancing the travel experience for passengers while promoting its premium products. ✈