By investing in UK airport activations, the Speyside single malt is targeting sales growth for its travel retail range.

Glen Moray single malt Scotch whisky is raising a celebratory dram to mark its continued partnership with golf’s Senior Open Championship with an immersive campaign at four UK airports.

The ISPS Handa Senior Open Championship, Europe’s only major for senior players, takes place at Sunningdale, England on 24-27 July.

To mark the occasion, the Speyside distillery has joined forces with Avolta to deliver activations within World Duty Free shops at Heathrow Terminal 2, Edinburgh, Glasgow and Aberdeen.

The brand’s largest investment to date in UK travel retail covers digital tasting bars, display units, consumer tastings and masterclasses against the backdrop of Glen Moray’s ‘Classic Round’ campaign creatives.

Impetus for TR range

It is designed to support growing sales of Glen Moray’s travel retail range, which includes Glen Moray 12 Years Old, 15 Years Old, and 18 Years Old, plus the brand’s ‘Explorer’ gift pack featuring 5cl tasters of Glen Moray’s Classic Collection (Elgin Classic, Port Cask Finish, Sherry Cask Finish, and Peated Single Malt).

Janette Deed, UK Marketing Manager for Glen Moray, said: “Travel retail is an increasingly important channel for Glen Moray, and we are investing year-round to support our brands and showcase the heritage, quality and great range of whiskies that our Speyside single malt has to offer.

“Over the summer, our focus is firmly on celebrating golf, and our partnership with the Senior Open Championship this July.

“Whisky and golf are two great Scottish icons that have so much in common, and we are very much looking forward to sharing a taste of Glen Moray and a few golfing stories with passengers over the summer months.”

Glen Moray signed a three-year partnership to become the Official Whisky of the Senior Open in 2024.

After a successful debut in Carnoustie, the Glen Moray team is eyeing the forthcoming tournament at Sunningdale, which expects to attract 35,000 golf fans to the legendary golf club.