The Macallan accelerates India presence with first-ever pop-ups

Single malt Scotch whisky The Macallan has launched its first pop-ups in India, at Delhi’s Indira Gandhi International Airport and Chhatrapati Shivaji Maharaj International Airport in Mumbai.

The dual-city airport activation strategy at India’s two busiest airports follows the opening of The Macallan’s first shop-in-shop in India last year, underlining the brand’s long-term commitment to engaging and recruiting new The Macallan fans in the country.

India’s airports handled an estimated 376.4 million passengers annually in FY 2023–2024, a 15% increase from the previous year, with Indian passenger numbers expected to grow by +50% over the next five years, demonstrating travel retail’s huge potential in the country.

Beverage alcohol volumes in India travel retail are also rising rapidly – growing by +13% in 2024 (IWSR) – and affluent Indian consumers are increasingly gravitating towards premium single malt brands, indicating a positive outlook for the spirits category.

Dual-city airport activation strategy

Combining artistic storytelling with meaningful traveler engagement, the pop-ups in Delhi and Mumbai are each designed with a distinct purpose to bring The Macallan’s legacy closer to Indian travelers. Both activations present whiskies from the brand’s domestic and travel retail ranges.

Created as a visual and experiential statement, the pop-up at Indira Gandhi International Airport Terminal 3 (international departures) serves as a dedicated storytelling space aimed at inspiring travelers and building deeper cultural and brand resonance in India’s capital. The pop-up, opened in October, showcases the Timeless Collections (Sherry Oak, Double Cask and Colour Collections) with immersive features including The Macallan’s sherry journey experiential wall and The Macallan’s Six Pillars universe. Both are striking elements that offer a glimpse into the brand’s unique sherry seasoning journey that ensures every drop of The Macallan is a testament to the mastery and tradition that defines the brand.

Strongly focused on engagement and conversion, the activation at Chhatrapati Shivaji Maharaj International Airport Terminal 2 (international departures) is located within the Ospree Duty Free store. The animation highlights The Macallan Harmony Collection – Inspired by Organic Cherrywood Lapsang Tea, which is currently exclusively available in India with Ospree Duty Free. Open throughout the holiday gifting season until the end of December, the pop-up offers consumers the opportunity to get purchases gift wrapped and finished with a colorful ribbon.

Kasper Andersen, Edrington Regional Managing Director – Global Travel Retail, commented, “Introducing our first pop-ups for The Macallan in India marks an important step forward in our continued investment in this dynamic and fast-growing market. India is home to one of the world’s most passionate and rapidly developing whisky communities, and its airports are becoming increasingly influential gateways for international travelers. Establishing a presence both in Delhi and Mumbai enables us to engage consumers at moments when they are most open to discovery and meaningful brand connection with The Macallan.”

Lianne Noronha, Customer Marketing Manager – Global Travel Retail MEAI, Edrington, added, “Our aim with these activations is to bring The Macallan’s story closer to Indian travelers in a way that feels immersive and meaningful. In Delhi, we highlight our Six Pillars and the influence of sherry seasoned oak, inviting guests to explore how these elements shape the natural color and character of our whiskies through a dedicated storytelling environment. In Mumbai, the focus shifts to connection and exploration, with the Harmony Collection offering travelers a more hands-on opportunity to taste, learn and engage. Together, these two pop-ups are designed to foster a deeper appreciation of the heritage and mastery at the heart of The Macallan.”