The Bushmills campaign runs until July. 

Proximo Spirits has unveiled an ambitious first-half 2026 activation programme to spotlight the global travel retail exclusives portfolio of Bushmills across major international airports.

Running from January through to June, the campaign places significant emphasis on elevating Bushmills’ single malt credentials within high-footfall duty free environments. The initiative is supported by the new Bushmills STAND brand campaign, which celebrates the distillery’s 400-year heritage and enduring values.

The focus of the H1 activations is the Bushmills GTR-exclusive range, including the World Wood Series –⁠ a portfolio of age-statement single malts spanning 10, 12, 15, 18 and 21 Year Old expressions –⁠ alongside the Black Bush 80/20 PX Sherry Cask Reserve. The latter is a travel retail-exclusive blend featuring 80% single malt Irish whiskey finished in Pedro Ximénez sherry casks, combined with 20% small-batch grain whiskey.

Proximo Spirits has partnered with leading travel retail operators to deliver the programme across key hubs. Activations have taken place with Aer Rianta International at Dublin Airport Terminal 2, and with Gebr. Heinemann at Frankfurt Airport and Copenhagen Airport Kastrup. Further activations are scheduled with Lagardère Travel Retail at Zayed International Airport, as well as additional placements in Dublin and at Istanbul Airport.

The programme includes high-profile podium placements, experiential tasting bars and enhanced brand storytelling designed to engage international travellers and reinforce Bushmills’ premium positioning within Irish whiskey.

A key seasonal highlight is a dedicated St Patrick’s Day promotion at Dublin Airport in partnership with Aer Rianta International. A branded podium and sampling bar in Terminal 2 is designed to capitalise on heightened footfall and global interest during the Irish cultural celebration, driving discovery of the GTR-exclusive portfolio.

Roy Summers, Head of Global Travel Retail at Proximo Spirits, said: “We are in an exciting growth period for Bushmills. 2026 has started strong for GTR –⁠ we now have an extended range of aged single malts in our GTR exclusive World Wood Series, innovation from our blends such as the Black Bush 80/20 and a striking new brand campaign that is being rolled out globally.

“Bushmills is placing significant focus on its GTR activations this year. We are working closely with our travel retail partners to curate compelling HPPs that showcase our GTR exclusives range for discerning travellers.”

The coordinated global rollout reflects Proximo Spirits’ broader ambition to strengthen Bushmills’ position as a leading premium Irish whiskey brand within travel retail, leveraging experiential theatre and exclusive expressions to drive visibility and conversion in competitive airport environments.

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