Scotch whiskey brand Label 5 invests in travel retail with an exclusive offer in duty free

Scotch whiskey brand Label 5 has released a new travel retail-exclusive expression – a Single Grain whiskey bottled at 43% ABV in a 1-liter format and presented in a dedicated gift box – as the brand steps up its investment in the duty free channel. The launch is aimed at meeting growing demand for exclusive products in travel retail and leveraging the brand’s recent momentum. The Bourbon Barrel edition is now available at Bahrain Duty Free, Dubai Duty Free, Muscat Duty Free, Sharjah Duty Free and Hyderabad Duty Free.

The release follows a strong year for the Scotch whiskey brand in the channel. Label 5 recorded a 38% volume increase in travel retail in 2024 compared with 2023, according to IWSR data, moving it into the sixth position among Scotch whisky brands in global duty free.

Sales in the United Arab Emirates were a major driver of that growth. The brand sold 69,000 nine-liter cases across UAE duty free operators in 2024, ranking third in the market’s whiskey category. The company cites stronger brand support, closer collaboration with retailers, and targeted promotional and visibility initiatives – including a summer activation at Dubai Duty Free – as key factors behind the gains. Another activation in the region is planned for late 2025.