In a market steeped in tradition and dominated by the “Glens,” The Singleton needed to redefine what single malt whisky could mean for a younger, luxury-savvy audience—especially within the fiercely competitive environment of global travel retail.

We launched “Gardens of Abundance”—a bold new collection of non-aged single malts—exclusively into duty-free. Our strategy was built around sensorial storytelling, targeting affluent “Pleasure Seekers” with a multisensory, immersive campaign across every stage of the travel journey.

From 3D anamorphic billboards and Uber Journey Ads to CGI-powered digital content and scent-infused sampling rituals, every touchpoint told a cohesive story of flavour, craftsmanship, and indulgence. The campaign spanned 200+ airports with high-impact in-store pop-ups, innovative media placements, and premium gifting mechanics.

With a +23% uplift in sales, a 10-point jump in brand awareness, and over 67 million impressions globally, the campaign not only exceeded every KPI—it redefined how whisky is marketed in the duty-free space. A commercial and creative benchmark for global travel retail.