A major programme of duty-free activations has arrived to help promote the Bushmills travel exclusives portfolio in some of the world’s busiest airport locations.
Running from January through June, the activations showcase Bushmills’ GTR exclusives in the dynamic duty free space – including the acclaimed World Wood Series, an exceptional portfolio of age-statement Irish single malts spanning 10, 12, 15, 18 and 21 Year Old expressions.
Also highlighted is Bushmills Black Bush 80/20 PX Sherry Cask Reserve, a blended expression available only in global travel retail, featuring an 80% single malt Irish whiskey finished in Pedro Ximénez sherry casks, expertly blended with 20% of the finest small-batch grain whiskey.
H1 activations focus on Bushmills GTR exclusives
In the first half of the year, Bushmills is partnering with several key travel retail operators to spotlight the brand’s travel exclusives portfolio in high-footfall airport environments supported by the new Bushmills STAND brand campaign.
• Aer Rianta International (ARI) – Dublin Airport T2 (January)
• Gebr. Heinemann – Frankfurt (January/February)
• Gebr. Heinemann – Copenhagen (January/February)
• Lagardère Travel Retail – Abu Dhabi (March)
• ARI – Dublin Airport (March)
• Gebr. Heinemann – Istanbul (March/April)
• ARI – Dublin Airport (June)
These partnerships underline Proximo Spirits’ commitment to strengthening the position of Bushmills as a leading premium Irish whiskey brand for international travellers. The supporting Bushmills STAND campaign celebrates the timeless values that have guided Bushmills whiskey for over 400 years. While times may change, Bushmills principles, its whiskey, and its values stand the test of time.
Seasonal spotlight: St Patrick’s Day in Dublin
Part of the activity will be a dedicated St Patrick’s Day promotion at Dublin Airport in partnership with Aer Rianta International (ARI), celebrating Bushmills’ Irish roots and offering travellers a timely opportunity to discover the brand’s GTR exclusive portfolio at the height of the global Irish cultural moment. A Bushmills St. Patrick’s Day podium spot and sampling bar, in Terminal 2, will drive foot traffic into ARI’s duty free location.
