The newest addition to The Balvenie’s celebrated Cask Finishes Range, The Balvenie 12-Year-Old Golden Cask, is taking centre stage in a series of high-profile activations for 2025 in key locations. The campaign launched in Seoul Incheon, Hong Kong, Taipei Taoyuan, London Heathrow, Shanghai Pudong, Beijing Capital, Istanbul, Mumbai, Delhi, and Dubai airports, and will be rolled out across the coming months in Singapore Changi, London Gatwick, Paris Charles de Gaulle, and Los Angeles airports.
Created to highlight the brand’s expertise, each location-tailored experience invites adult travellers to embark on an immersive sensory journey that explores The Balvenie distillery’s signature approach to crafted whisky making with a curated selection of The Balvenie’s portfolio of whiskies, led by the Cask Finishes range.
A focal point of the campaign is a pop-up designed in collaboration with Lotte Duty Free, live at Singapore Changi airport from March 28th to April 22nd, located in the prime T3 Departure transit area.
The space offers an engaging experience spotlighting The Balvenie’s legacy and craftsmanship. The circular design harnesses The Balvenie’s signature honey-toned accents and iconic arches, subtly nodding to the brand heritage. Inside the pop-up, dedicated displays feature the available expressions, with a prominent wall bay position for The Balvenie 12-Year-Old Golden Cask.
Other key elements of the experience include an immersive Cask Finishes Flavour Discovery and Tasting area, where visitors can explore how cask finishing influences whisky flavour. Through an interactive deconstruction, this sensorial section demonstrates how different casks shape the whisky’s character. The tasting area, guided by an expert brand ambassador, offers a journey through The Balvenie’s signature whiskies, enhanced by a chocolate pairing to create new depth of flavours and textures.
The ‘Door to Distillery’ touchpoint is a digital installation acting as a virtual gateway to Scotland. This immersive display transports visitors to the heart of the distillery, offering an intimate look at the brand’s makers bringing to life the dedication, artistry, and time-honoured techniques that define The Balvenie.
To complete the shopping experience, a central Art of Gifting podium allows passengers to customise their purchases with personalised Changi-exclusive key chains and luggage tags.
“We are excited to partner with our long-term customers on this new series of activations, presenting The Balvenie’s Cask Finishes range and the newest 12 YO addition to travellers globally in an interactive and personalised way” commented Gwilym Cooke, Head of Marketing GTR at William Grant & Sons.
The Balvenie 12 Year Old Golden Cask
The Balvenie 12 Year Old Golden Cask is a whisky finished in rum-seasoned casks that began its journey with 12 years of maturation in traditional ex-bourbon whisky casks, developing the signature Balvenie style with notes of warm honey and smooth vanilla. It is bottled at 43% ABV.
The Balvenie 12 Year Old Golden Cask joins The Balvenie 15 Year Old Madeira Cask and The Balvenie 18 Year Old Pedro Ximénez Sherry Cask as Global Travel Retail Exclusives, alongside The Balvenie 21 Year Old Portwood Cask. All four expressions are available to purchase at The Balvenie Experience pop-up in Changi, alongside the Rare Marriages premium single malt collection, comprising The Balvenie Twenty-Five, The Balvenie Thirty and The Balvenie Forty.
