The Balvenie Sixty to land in travel retail with series of Europe, MEA activations

By Luke Barras-hill |

William Grant & Sons is set to introduce four bottles of The Balvenie Sixty (ABV 42.4%) into selected airport retail locations worldwide.

Amsterdam Airport Schiphol, Taiwan Taoyuan International Airport, Dubai International Airport and Incheon International Airport will receive a single bottle allocation respectively.

As reported, the single malt Scotch distillery’s oldest and rarest whisky is a single cask iteration from 1962 and marks the anniversary of revered malt master David C. Stewart MBE, renowned for his innovation around cask finishes. He celebrated six decades at the distillery last year.

Only 71 bottles of the luxury limited edition bottlings have been made available worldwide.

A fitting tribute…

“The Balvenie Sixty is a landmark bottling that pays fitting tribute to David’s career at The Balvenie, and recognises his incomparable contribution to the whisky industry at large,” noted David Wilson, Managing Director, William Grant & Sons GTR.

“The fact that we have made four bottles – out of just 71 worldwide – available to these four key airports, highlights the status and significance of the travel retail channel, and what a valued showcase it is for luxury releases such as this masterpiece.

“We are hugely excited to join forces with our valued retailer and airport authority partners to highlight this rare and special bottling to discerning whisky drinkers and new travelling consumers.”

The liquid will be celebrated through a series of individual activations at the locations.

At Amsterdam Airport Schiphol, consumers will be offered the chance to take part in a high-end auction for The Balvenie Sixty bottle, hosted in partnership with Schiphol Airport Retail.

Lancome pop up at Dubai Duty Free

Airport activations in Amsterdam, Taipei and Dubai run from July through August, while an event at Seoul Incheon is due to take place later this year.

The highest bidder and winner of this location’s release will be announced in early September.

For those not participating in the auction, the bottle will be displayed in the ExQuisite store throughout July and August on a plinth revealing personal anecdotes from David’s career.

Martine de Lang, Deputy Managing Director of Schiphol Airport Retail, commented: “We’re delighted to be partnering with William Grant & Sons to offer our customers this unique and very special opportunity to own a coveted bottle of The Balvenie Sixty.

“The auction creates added anticipation and excitement for travellers; the thrill of bidding and the allure of owning a once-in-a-lifetime rare whisky gives us an amazing point-of-difference. It’s the perfect attraction to drive consumer footfall and we can’t wait for the build up to begin.”

At Taiwan Taoyuan, a planned installation will navigate travellers on an immersive exploration of the different decades of The Balvenie, with a soundscape featuring ambient sounds from the distillery and historical bottles acting as a cue to each decade of Stewart’s career.

An audio guide narrated by Charles Metcalfe and Daniel Shen, The Balvenie Global Ambassador and Taiwan Ambassador, respectively, will guide consumers through the history and heritage of the brand, while consumers can access a campaign microsite to learn more about The Balvenie’s travel retail exclusive pours.


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