Proximo Spirits has added airtime for its Bushmills mark in the global travel retail channel for the first half of this year, with activations prepared for seven airports.
Promotional activity for the single malt Irish whiskey brand’s GTR-exclusive range will run in airports in Abu Dhabi, Copenhagen, Dublin, Frankfurt and Istanbul until June. Lines featured include Bushmills’ World Wood Series and the Black Bush 80/20 PX Sherry Cask Reserve.
The “major programme” of activations includes podium stands, tasting bars and interactive digital screens. Financial spend on the campaign was not disclosed.
Activations commenced last month at the Aer Rianta International airport in Dublin, where the brand will return in March for a “dedicated St Patrick’s Day promotion” including a tasting bar and “podium spot”. The campaign will finish its world tour at the same airport in June.
“We’re in an exciting growth period for Bushmills,” said Proximo’s head of GTR, Roy Summers. “2026 has started strong for GTR – we now have an extended range of aged single malts in our GTR exclusive ‘World Wood Series’, innovation from our blends such as the Black Bush 80/20 and a striking new brand campaign that is being rolled out globally.”
Proximo also said the activations would be “supported” by its ‘Stand campaign’, described as “a new brand identity”, which launched in December. The creative campaign focuses on “timeless principles” and celebrating “what endures”.
In its Q3 results (posted in October) Proximo posted its first quarter of rising sales – just – in the year so far. Sales in the three months to the end of September inched up by 0.9% on the corresponding period a year earlier.
