International Beverage to showcase Speyburn across European Airports

Premium spirits business, International Beverage, has announced a busy six-month program of European travel retail activations for its award-winning single malt Scotch whisky brand, Speyburn.

The activations will run in partnership with Avolta World Duty Free and Lagardère Travel Retail stores in airports across Scotland, Paris and Amsterdam, aiming to showcase Speyburn’s newly-launched travel retail exclusive range which includes Kentucky Bourbon Cask, Bourdeaux Red Wine Cask and Jerez Sherry Cask expressions.

Having kickstarted its campaign in Aberdeen Airport, Speyburn can be found in Paris where a colorful brand installation, a ‘spin-to-win' wheel and a busy program of whisky tastings will be featured at the city’s Charles de Gaulle airport until September 22.

The Speyburn experience will then move to Scotland’s Edinburgh and Glasgow airports, where digital tasting bars and check-in walls will pay homage to the brand’s rich cask origins and feature the vibrant designs and color of the range’s new packaging.

To further incentivise travelers, an interactive ‘spin-to-win’ wheel will help them decide which whisky to sample and reveal which prize they could win if they purchase two whiskies from the range. The activations will lastly travel to Amsterdam’s Schiphol Airport from September until January 2026.

Bottled at 40% ABV, Speyburn’s one liter travel retail bottlings were launched exclusively to the channel in spring this year. The new range retains the smooth and accessible flavor profile that Speyburn is renowned for. Presented in bold new packaging, each whisky highlights its cask origins with a series of striking illustrations. Oak trees, a rick house (where bourbon is matured) and horses reflect Kentucky; a chateaux, grapes and ornate lamp posts for Bordeaux and Spanish tiles, flamenco guitar and fans for Jerez. Speyburn Distillery’s distinctive pagoda-shaped roof features on the packaging of all the three single malts.  

Speyburn’s takeovers across key European airports signals the brand’s ambition to drive trial and build brand presence within this important channel.

Ellen Alvarez Salgado, Regional Channel Marketing Manager GTR for International Beverage, says, "Speyburn’s latest travel retail range is proving extremely popular with travelers, and we are delighted to build on this momentum by launching this series of immersive airport installations.

"With this exciting new program of airport activations, we are bringing these unique new expressions to life as well as the incredible taste and vibrancy of Speyburn to thousands of airport shoppers over the coming months."