Bushmills Irish whiskey has launched a multi-sensory pop-up store in Dublin Airport’s Terminal 2 departure lounge in partnership with Aer Rianta International (ARI).
The aim of the installation, which is open during May and June, is to attract younger whiskey drinkers and illustrate the craftsmanship involved in Irish whiskey production.
The pop-up features materials from The Old Bushmills Distillery, including burnt wood, slate and chalk brick. A video tells the history of Bushmills Irish whiskey and samples of Bushmills Original, Black Bush, 10yo Single Malt and the Steamship Collection are available. Promotional staff wear the traditional Coopers uniform to complete the look.
Bushmills Irish Whiskey Master Distiller Colum Egan gave a whiskey tasting presentation to travellers and signed purchased bottles at the event launch.
He said: “We’ve been making triple-distilled Irish whiskey on the north coast of Ireland for more than 400 years. It’s a magical place and today we’re delighted to be able to share a little bit of this magic with duty free shoppers. This pop-up experience is designed to capture the real character and authenticity of Bushmills Irish whiskey, as well as bringing to life our heritage, creativity and innovation in a powerfully engaging story-telling experience.”
Proximo Global Travel Retail Director David Phelan added: “Bushmills Irish Whiskey is well positioned to excite new and existing fans of Irish whiskey. This multi-sensory experience not only provides us with an excellent platform to showcase our passion for craft and educate shoppers on our heritage, but it is an important step as we look to recruit new consumers and grow the brand’s presence in the travel retail channel.”