Bushmills Irish Whiskey has unveiled a new multi-sensory pop-up store at Dublin airport which aims to create a unique travel retail experience for consumers and target a younger audience of whiskey drinker.
The highly engaging installation, housed exclusively in Aer Rianta International departure lounge at Terminal 2, embraces the unique character of Bushmills Irish Whiskey through an innovative multi-sensory experience that captures the craftmanship involved in the making of the whiskey.
Taking inspiration from The Old Bushmills Distillery, the sensory activation brings together objects and materials found at Ireland’s oldest working distillery including charred wood, chalky brick and black slate.
To mark the opening of the pop-up store, Colum Egan, Master Distiller at Bushmills Irish Whiskey presented a whiskey tasting experience to travellers and personally signed the first purchased bottles at a special launch event. Speaking at the event, Mr 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.”
The activation which will be open throughout May and June features video content to depict the story and history of Bushmills Irish Whiskey. Sample serves of the Bushmills Irish Whiskey portfolio will also be on offer, including BUSHMILLS® ORIGINAL, BLACK BUSH®, BUSHMILLS® 10 YEAR OLD SINGLE MALT and THE STEAMSHIP COLLECTION™, with promotional staff dressed in clothing inspired by the Coopers at the Old Bushmills Distillery.
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