Whisky Focus - The Balvenie Sixty Set For Travel Retail Debut

The Balvenie Sixty Set For Travel Retail Debut

6th July 2023
Here is one to look out for on your travels this summer, The Balvenie Sixty, the distillery's oldest and rarest whisky is set for travel retail debut.

The Balvenie Sixty Travel Retail display.

To commemorate David C. Stewart MBE's remarkable 60th anniversary, William Grant & Sons is preparing to introduce four bottles of The Balvenie Sixty, the distillery's oldest and rarest whisky, into the travel retail channel. These exclusive bottles will be available for purchase at Amsterdam Schiphol, Taipei Taoyuan, Dubai International, and Seoul Incheon International Airports, with only 71 bottles released worldwide.

The Balvenie Sixty is an extraordinary single cask bottling from 1962, created to honour the illustrious career of industry icon and esteemed Malt Master, David C. Stewart MBE. With six decades of dedication to the distillery, he holds the esteemed title of the longest-serving Malt Master in the industry's history.

Throughout his tenure at The Balvenie, David Stewart's expertise and pioneering spirit have led to unparalleled knowledge and transformative techniques that have shaped the whisky-making processes we know today. His groundbreaking work on cask finishes, in particular, has revolutionized the creation of flavours in whisky.

The single cask chosen to pay tribute to David Stewart's esteemed career and groundbreaking accomplishments was meticulously selected by The Balvenie's current Malt Master, Kelsey McKechnie, who has been mentored by Stewart over the years.

The Balvenie Sixty will be celebrated and showcased through a series of distinctive activations at the four selected airport locations. These events will be live from July to the end of August in Amsterdam, Taipei, and Dubai, with the Incheon event taking place later in the year.

In Amsterdam, consumers will have the exceptional opportunity to participate in a high-end auction for The Balvenie Sixty bottle, hosted in partnership with Schiphol Airport Retail. The highest bidder and winner of this release at the Amsterdam location will be announced in early September. With such a limited number of bottles available worldwide, collectors are certain to eagerly embrace this thrilling opportunity. For those not participating in the auction, the bottle will be prominently displayed in the ExQuisite store throughout July and August, presented on a beautiful plinth adorned with personal anecdotes from David's remarkable career.

Martine De Lang, Deputy Managing Director of Schiphol Airport Retail, comments: “We’re delighted to be partnering with William Grant & Sons to offer our customers this unique and very special opportunity to own a coveted bottle of The Balvenie Sixty. The auction creates added anticipation and excitement for travellers; the thrill of bidding and the allure of owning a ‘once-in-a-lifetime’ rare whisky gives us an amazing point-of-difference. It’s the perfect attraction to drive consumer footfall and we can’t wait for the build up to begin!”

A captivating pop-up installation, meticulously designed to transport travellers through the different eras of The Balvenie, is set to grace Taipei Taoyuan Airport. This immersive activation seamlessly intertwines historical bottles spanning each decade of David Stewart's career, accompanied by an enchanting "soundscape" featuring ambient sounds from the distillery.

To enhance the experience and provide valuable insights, an audio guide narrated by Charles Metcalfe, The Balvenie Global Ambassador, and Daniel Shen, The Balvenie Taiwan Ambassador, will accompany visitors, offering a guided journey through the brand's rich history and heritage.

For those seeking a deeper understanding of the brand, a dedicated campaign microsite will be available. This interactive platform will offer a further exploration of the captivating world of The Balvenie's travel retail exclusive whiskies, providing enthusiasts with a wealth of information and engaging content.

"The Balvenie Sixty is a landmark bottling that pays fitting tribute to David’s career at The Balvenie, and recognises his incomparable contribution to the whisky industry at large,” notes David Wilson, William Grant & Sons GTR Managing Director.

"The fact that we have made four bottles – out of just 71 worldwide – available to these four key airports, highlights the status and significance of the travel retail channel, and what a valued showcase it is for luxury releases such as this masterpiece.

"We are hugely excited to join forces with our valued retailer and airport authority partners to highlight this rare and special bottling to discerning whisky drinkers and new travelling consumers."

An honoured toast to a lifetime of craftsmanship, The Balvenie Sixty bottled a 42.4% ABV will be released within Global Travel Retail from this July 2023 with only four bottles available at the Amsterdam Schiphol ExQuisite Store, Dubai T3 Salon Prive, Taipei Taoyuan T2 and Incheon airports.

If you have no plans to travel in the near future you will find the current Balvenie domestic whisky range available f
rom specialist online whisky shops such as The Whisky Exchange, The Whisky Shop, Master of Malt and Hard To Find Whisky

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