Glen Moray celebrates second year of Senior Open partnership with airport activations
The biggest investment in UK travel retail to date by the brand includes London Heathrow Terminal 2, Edinburgh, Glasgow and Aberdeen airports
Glen Moray is celebrating its shared passion for whisky and golf with air passengers this summer, bringing its prestigious partnership with the ISPSHanda Senior Open Championship to life at UK airports across the country.
The popular Speyside single malt has teamed up with Avolta to bring a slice of golfing action to World Duty Free at four of the UK’s busiest hubs: London Heathrow Terminal 2, Edinburgh, Glasgow and Aberdeen in July.
Signaling Glen Moray’s biggest investment to date in the UK travel retail channel, activity will include a series of digital tasting bars, display units, consumer tastings and masterclasses, all featuring the brand’s "Classic Round" golf campaign creative.
Glen Moray signed a three-year partnership to become the Official Whisky of the Senior Open – Europe’s only senior major championship – in 2024.
After a successful first year in Carnoustie, the Glen Moray team is now counting down to this year’s event which is expected to attract 35,000 golf fans to Sunningdale Golf Club in Berkshire from July 24-27.
This year’s investment in UK airport activations is designed to support growing sales of Glen Moray’s travel retail range. This includes Glen Moray 12 Years Old, 15 Years Old, and 18 Years Old, plus the brand’s popular "Explorer" gift pack featuring 5cl tasters of Glen Moray’s Classic Collection (Elgin Classic, Port Cask Finish, Sherry Cask Finish, and Peated Single Malt).
Janette Deed, UK Marketing Manager at Glen Moray says, "Travel retail is an increasingly important channel for Glen Moray, and we are investing year round to support our brands and showcase the heritage, quality and great range of whiskies that our Speyside single malt has to offer. Over the summer, our focus is firmly on celebrating golf, and our partnership with the Senior Open Championship this July. Whisky and golf are two great Scottish icons that have so much in common, and we are very much looking forward to sharing a taste of Glen Moray and a few golfing stories with passengers over the summer months."
