Scotch whisky distillery Auchentoshan has unveiled an interactive 3D artwork at Edinburgh Airport depicting a cityscape of the brand’s hometown, Glasgow. Its creation coincides with the release of two single malt whisky expressions into global travel retail.
The artwork, by artists 3D Joe and Max, is being displayed at the airport from 1-14 October. It also incorporates some of the world’s most famous landmarks – such as The Shard, the Golden Gate Bridge, and the Sydney Opera House – to celebrate the launch of the next evolution of Auchentoshan’s range of urban malts.
Brand marketer Beam Suntory Global Travel Retail has announced that the single malts Auchentoshan Springwood and Auchentoshan Heartwood have been discontinued and will be replaced in global travel retail by the expressions American Oak Reserve and Dark Oak respectively.
The travel retail-exclusive expression Auchentoshan Blood Oak will maintain its place within the range. It will, however, be upgraded with an embossed gift tin that celebrates the liquid’s Glaswegian heritage.
The packaging of American Oak Reserve and Dark Oak will also be redesigned to detail the industrial Glaswegian cityscape, where the Auchentoshan distillery is located.
In addition to the Edinburgh Airport 3D art initiative, the rebrand will be supported by activations in Moscow Sheremetyevo International, Glasgow and London Heathrow airports. The airports will reveal the new look for the brand through displays, wall bays, in-store tasting bars, and interactive photo opportunities.
There will be a dedicated activation space in Moscow, while tastings will be on offer in Glasgow, Edinburgh and London Heathrow (T3) airports. As well as being able to taste the liquids neat in these three locations, customers can sample the American Oak as part of a Glasgow Mule cocktail.
Beam Suntory Global Travel Retail Marketing Director Ed Stening said: “This artwork perfectly encapsulates what makes Auchentoshan special and invites visitors to share their love of the city, while they share our urban malt.
“Auchentoshan is a brand with so much rich city heritage and brave attitude, so it’s really exciting to see this brought to life through amazing art as a way to celebrate the latest expressions from this iconic distillery.
“We’re hoping that customers will love the new expressions as much as we do, and that the stunning new packaging and range of immersive activations will help drive further excitement among our shoppers. We are thrilled to unveil this courageous step in Auchentoshan’s journey.”
