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William Grant & Sons launches Dubai Airport activations

William Grant & Sons has launched a series of activations at Dubai Airport to celebrate its Glenfiddich Time Re:Imagined collection of aged and exclusive single malt whiskies.

Each whisky in the collection is highlighted with its own dedicated illuminated showcase. They include: Glenfiddich 50 year old; 40 year old; and 30 year old.

The purpose of the installation is to allow passengers to nose the aromas of each expression as well as learn more the concepts behind their liquid and packaging.

A first event took place in the first half of January at the international airport in Departures T3 CB, while a second is currently ongoing at T3 CA, until 30 January.

Sharon Beecham, senior vice president for purchasing Dubai Duty Free, commented: “We are excited about this collaboration, which is one of the first activations that we will have in 2024. These two reimagined experiential activations, which showcase Glenfiddich’s signature whiskies, will surely entice our customers; they are a proven testament to our long-standing partnership with William Grant & Sons.”

David Wilson, managing director for William Grant & Sons GTR, added: “This is a collection of exceptional whiskies, designed to encapsulate fleeting moments in time that our luxury travellers can savour and enjoy. 

“We are confident that these immersive, experiential activations, such as The Glenfiddich Time reimagined range, will create even more interest in the luxury single malt category, driving commercial success for our retail partners.”

15 January 2024 - Bradley Weir