Beam Suntory to devise experiential push for whisky range

Bowmore: one of Suntory Beam's Peated Malts of Distinction
Bowmore: one of Suntory Beam's Peated Malts of Distinction

Beam Suntory is devising an experiential-themed push across global travel retail for its Peated Malts of Distinction range.

The Peated Malts of Distinction features four peated malts from Scottish and Irish distilleries, including The Ardmore Legacy, Ireland's Connemara Original, Islay's Laphroaig and Bowmore Small Batch.

The campaign, to be rolled out in the coming months, will focus on educating consumers about peated malts with experiential activity across regions, incorporating a series of masterclasses focused on the different brands' heritages.

Beam Suntory has invested in a number of experiential activations at airports this year, including a celebration of luxury cognac brand Courvoisier, which included a virtual impression of the Eiffel Tower at various European airports, including Paris Charles de Gaulle. 

Earlier this month, Jim Beam Distillery debuted a new cocktail experience during Kentucky Bourbon Fest, with the aim of pushing the creative boundaries on cocktail eductation with a variety of hand-crafted cocktails. The brand also launched its Double Oak product in the UK with an immersive unveiling 'transporting' guests to Kentucky

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