Old Pulteney Marks 200 Years with Travel Retail Investment

Multi-airport activation programme unveils rare Old Pulteney 30 and 50 Years Old expressions to global travellers.

Premium global spirits business, International Beverage, has today (8th September) announced a four-month programme of European airport activations that will take Old Pulteney’s 200th anniversary celebrations to travellers across Paris, Edinburgh and London Heathrow. Established in Wick in 1826, Old Pulteney was once carried from its remote coastal home to the world by sea. Two centuries later, the multi-airport programme continues that journey, bringing The Maritime Malt to some of Europe’s leading international travel hubs.

Having kickstarted its campaign in July at Paris’s Charles de Gaulle airport, the Old Pulteney experience can next be found in Edinburgh throughout September and at London Heathrow from September until the end of October.

Travellers will experience high-impact digital displays and immersive retail installations that bring Old Pulteney’s remote coastal home to life through the creative ‘Harbour in a Storm’. Guided tastings will introduce passengers to the distinctive coastal conditions, character and time-honoured craftsmanship that have shaped Old Pulteney. The experience will also feature locally-sourced chocolate pairings, complimentary anniversary postcards and an exclusive gift with purchase, inviting travellers to discover and take home a piece of the brand’s 200 year story.

At the heart of the programme will be the opportunity to view and purchase two of the rarest whiskies in Old Pulteney’s history. Released earlier this year for the brand’s 200th anniversary, Old Pulteney 50 Years Old, the oldest expression ever released by the distillery and limited to just 200 bottles globally, will be on display alongside Old Pulteney 30 Years Old, of which only 1,000 bottles are available worldwide. Together, these prestige releases represent decades of patience, meticulous cask selection, and the enduring influence of Old Pulteney’s coastal home.

Old Pulteney’s travel retail collection of 10, 13 and 16 Years Old expressions will be available to sample, allowing travellers to explore the breadth of the brand’s distinctive maritime style and its distinctive flavour, which features briny undertones that come from being matured by the sea.

Ellen Alvarez Salgado, Regional Channel Marketing Manager GTR for International Beverage commented: ’Old Pulteney’s 200th anniversary gives us a powerful opportunity to introduce international travellers to the depth of character behind The Maritime Malt. This is our most ambitious global travel retail activation programme for the brand to date, combining high-impact visibility, guided tastings of our core travel retail collection, and an opportunity to view our rare and exquisite 30 and 50 Years Old releases in person.

‘Global travel retail is an important environment for recruiting new consumers and building Old Pulteney’s premium credentials. Through these activations, we are bringing the story of Wick, its coastal conditions, its people and 200 years of craftsmanship to travellers from around the world. It is a celebration of everything that has shaped Old Pulteney since 1826, and a confident step into our third century.’

Old Pulteney 10 Years Old and 13 Years Old are available to purchase in 1 litre bottles.