Old Pulteney takeover across busy European airports

International Beverage has launched a busy programme of Global Travel Retail activations across European airports this summer, offering travellers a spectacular new way to experience The Maritime Malt. 

For our biggest investment in the channel to date, several stunning Old Pulteney Whisky Tasting Bars have sprung up across Europe to transport travellers to the brand’s Highland home as they sample Old Pulteney’s award-winning Traveller’s Exclusive range.

The first activation opened last month at Paris Charles de Gaulle’s huge Terminal 2E – marking International Beverage's first ever activation at the airport, in partnership with Lagardère.  The brand’s circular tasting bar then moved on to Terminal 2F, where it is now dishing out drams as the city prepares to welcome the world for the Olympics celebrations later this summer.

Old Pulteney has also landed in Cyprus’ Antalya Airport where digital versions of the bars are running throughout May. Over at London Heathrow’s Terminals 2 and 3, show-stopping digital versions of the bar treated busy travellers to a taste of Old Pulteney 10, 13 and 16 Years Old single malts – and a moment of calm amidst the bustle of Europe’s busiest airport.

Commenting on the new installations, International Beverage Regional Channel Marketing Manager North America and Europe, Emma Daly said:

'A huge well done to our global travel retail team for bringing these ambitious activations to life, and to our brilliant partners at both airports. Global Travel Retail has always been a priority for our business, but this summer we are really upping our scale and visibility to capture the attention and the taste buds of the masses as they pass through these bustling airports. If your travels take you to either site in the next few months, then please come along to say hello and enjoy a dram of Old Pulteney with our team!’