Bushmills and ARI team up on new Dublin T2 pop-up store

By Doug Newhouse |

Bushmills ARI T2 topBushmills Irish Whiskey has teamed up with Aer Rianta International (ARI) at Dublin Airport T2 to create a ‘multi-sensory pop-up store’ aimed at creating unique multi-sensory travel retail activation for consumers as it targets the younger whiskey drinker.


Located ‘exclusively’ within the T2 departure lounge, the activation is said to impart the unique character of Bushmills Irish Whiskey utilising an ’innovative’ multi-sensory experience designed to capture the craftsmanship involved in product process of the whiskey.


This is achieved by taking inspiration from objects and materials found at the Old Bushmills Distillery – Ireland’s oldest (legal) working distillery, including charred wood, chalky brick and black slate.


As a special acknowledgment of this new promotion creation, Colum Egan, the Master Distiller at Bushmills Irish Whiskey organised a whiskey tasting experience for travellers, while personally signing the first bottles to be purchased at the special launch event.


Bushmills Dublin T2

The Dublin T2 activation.


Commenting, Egan said: “We’ve been making triple-distilled Irish whiskey on the North coast of Ireland for more than 400 years. It’s a magical place and today we’re delighted be able to share a little bit of this magic with duty free shoppers.


“This pop-up experience is designed to capture the real character and authenticity of Bushmills Irish whiskey, as well as bringing to life our heritage, creativity and innovation in a powerfully engaging story-telling experience.”


Proximo Global Travel Retail Director David Phelan added: “The investment we have made in this installation at Dublin Airport demonstrates our passion and commitment to enhance the whiskey category.


“Bushmills Irish Whiskey is well positioned to excite new and existing fans of Irish Whiskey.


The experts in action

The experts in action


“This multi-sensory experience not only provides us with an excellent platform to showcase our passion for craft and educate shoppers on our heritage, but it is an important step as we look to recruit new consumers and grow the brand’s presence in the travel retail channel.”


The company adds that this activation will now remain open throughout the rest of this month and through June, while featuring video content to tell the story and history of Bushmills Irish Whiskey.


Sample serves of the Bushmills Irish Whiskey portfolio will also be on offer from the promotional staff dressed in clothing inspired by the Coopers at the Old Bushmills Distillery.


Passengers will be able to try Bushmill’s Original, Black Bush, Bushmill’s 10 Year Old Single Malt, and The Steamship Collection.


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