Take one of Scotland’s greatest golf courses. Host arguably the sport’s number one major tournament. Epitomise it with a suitably themed single malt designed to capture the spirit of the event in every sense.
That was the strategy behind a series of successful golf-themed activations run by Loch Lomond Whiskies and World Duty Free (WDF) in selected UK airport stores this summer.
World Duty Free Commercial Category Manager Kathryn Kindness commented: “Scotland is renowned throughout the world for whisky and golf, so we were delighted to host Loch Lomond Whiskies’ Spirit of The Open global travel retail activity.”
Earlier this year, Loch Lomond announced a five-year agreement with The R&A to become the Official Spirit of The Open and Women’s British Open golf tournaments. The independent distiller has since staged a range of activities to celebrate the partnership.
Promotions with WDF at London Heathrow Airport in June and July included sampling, while Edinburgh Airport featured a dedicated Spirit of the Open display. WDF’s Glasgow Airport store was home to an interactive pop-up installation, which offered golf-themed entertainment, competitions and tastings.
The activations followed a Loch Lomond global travel retail initiative at London Heathrow Airport Terminal 5 in April. The promotions marked the launch of limited-edition single malts, which were crafted for The Open. For a limited time, travellers had the opportunity to see the coveted Claret Jug trophy.
Loch Lomond Whiskies’ portfolio includes Loch Lomond The Open Special Edition, which was crafted by Master Blender Michael Henry. Loch Lomond The Open Course Collection Carnoustie 1999 was created to celebrate the tournament’s siting on the great Scottish links course in that year and again in 2018.
A limited-edition Loch Lomond Spirit of The Open Single Cask was created exclusively for WDF to celebrate The 147th Open at Carnoustie. A Loch Lomond – The Open Tasting Collection gift pack featured 3 x 5cl miniature bottles of 10yo Loch Lomond Inchmoan, 12yo Loch Lomond and Loch Lomond Inchmurrin Madeira Cask Finish.
Loch Lomond Group Managing Director of Global Travel Retail André de Almeida said: “We are extremely pleased at how the golfing activity was received by travellers throughout the UK.
“As Glasgow and Edinburgh Airports were key travel hubs for The 147th Open at Carnoustie, it was fitting that air passengers passing through these terminals had the opportunity to purchase our ‘unique’ Loch Lomond Spirit of The Open Single Cask created exclusively for World Duty Free.”
