Promotions allowed travellers to get a flavour for the range.

La Martiniquaise-Bardinet UK (LMB UK) marked the ongoing partnership of its Speyside single malt whisky Glen Moray and the ISPS Handa Senior Open Championship with promotions across Avolta and World Duty Free’s UK stores this summer.

Glen Moray will return in 2027 as the collaboration with the Senior Open Championship renewed for three years.

Janette Deed, Head of Marketing for LMB UK said: ‘We are toasting another great year of partnership with the Senior Open, and the roll-out of a campaign that engaged thousands of consumers in every channel – including those who flew in and out of Scotland over the summer season.”

Led by Glen Moray brand ambassadors in the UK travel-retail channel, travellers could sample the range and discover the “heritage, craft and passion” shared by Scotch whisky and golf.

The Elgin-based distiller has also announced a three-year extension to its role as the official whisky of the Championship – deemed as Europe’s only senior major. Further investment in the travel-retail channel to bring the partnership to life is also planned.

Airport guests had the opportunity to sample Glen Moray’s core range of single malts – the 12 Years Old, 15 Years Old and 18 Years Old expressions – plus the 21YO Madeira Wood Finish which is not available anywhere else in the UK.

This year, Glen Moray tasting bars were at three key Scottish World Duty Free stores in Glasgow, Aberdeen and Edinburgh airport. They featured Glen Moray’s ‘Classic Round’ golf campaign and offered a snapshot of the action from the Senior Open fairways, appealing to both whisky and golf lovers passing through, according to the company.

The investment comes at a time when Glen Moray has increased its overall footprint in UK travel retail, growing its team of brand ambassadors in the channel and “delivering strong growth ahead of UK trends” in both general spirits and the Scotch single malt category.

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