Bushmills takes off at Dublin International Airport

Leading Irish whiskey brand Bushmills, which is produced in Northern Ireland, has partnered with Aer Rianta International, the airports operator in the Republic of Ireland, to launch a multi-sensory pop-up store at Dublin Airport to promote the historic brand.

The activity, housed in Aer Rianta International departure lounge at Terminal 2, aims to target a “younger” whiskey drinker.

The installation brings together objects and materials found at The Old Bushmills Distillery in county Antrim – Ireland’s oldest working distillery – including charred wood, chalky brick and black slate.

Promotional staff are dressed in clothing inspired by the coopers at the Old Bushmills Distillery, which can trace its roots back to the 17th century.

To mark the opening of the store master distiller Colum Egan presented a whiskey tasting experience and personally signed the first purchased bottles.

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 we’re delighted 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.”

The activation will be open throughout June, and depicts the history of Bushmills using video content and sample tastings.

Proximo global travel retail director David Phelan added: “The investment we have made in this installation at Dublin Airport demonstrates our passion and commitment to enhance the whiskey category.

“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.”