The Balvenie Launches ‘The 1931 Collection’ at Incheon International Airport
William Grant & Sons has introduced The Balvenie ‘The 1931 Collection’ in global travel retail, specifically at Incheon International Airport. This launch showcases the heritage of craftsmanship and artistry associated with The Balvenie brand.
The Featured Expression: Fifteen-Year-Old
At the core of the collection is the Fifteen-Year-Old, a limited edition made entirely from home-grown barley from The Balvenie Mains Farm and traditionally malted on-site. The whisky is matured in American oak casks and finished in ex-Sherry Bodega European oak butts, resulting in a rich, honeyed flavor profile, bottled at 47.8% ABV without chill filtration.
A Historical Tribute
The 1931 Collection honors the distillery’s iconic Home Malt Floor, opened in 1931. This collection includes:
- Eighty-Eight-Year-Old Single Malt Scotch Whisky (the oldest released by The Balvenie)
- Twelve-Year-Old and Fifteen-Year-Old Editions
These expressions reflect the distillery’s commitment to traditional craftsmanship.
Immersive Retail Experience at Incheon
The airport activation features:
- A full takeover of The Balvenie Shop-in-Shop in Terminal 2 and additional promotions across Terminals 1 and 2.
- Interactive displays that illustrate the whisky’s crafting process and its artistic packaging, designed in collaboration with contemporary artist Daniel Arsham. His work symbolizes the connection between time and craftsmanship, paralleling The Balvenie’s legacy.
Out-of-Home Campaign
An extensive month-long out-of-home campaign enhances visibility throughout both terminals, making the Fifteen-Year-Old a key highlight of the traveler experience.
Statement from Leadership
Rufus Parkinson, Managing Director of Global Travel Retail, emphasized that the activation not only showcases The Balvenie’s rich heritage but also offers travelers a unique opportunity to connect with the story behind the whisky.
Future Plans
The launch at Incheon will continue throughout September, with additional activations planned in Taipei and London Heathrow starting in October, further extending the reach of The 1931 Collection and the artistry it embodies.
Availability: The 1931 Collection Fifteen-Year-Old is exclusively available through global travel retail starting in September, allowing travelers to explore this limited edition rooted in The Balvenie’s craftsmanship.
