Page 62 - TFWA World Exhibition and Conference 2025

INSIDER

DISC activates Ian Macleod whisky brands in key airport

and cruise locations

Distribution Spirits Company (DISC)
mounted major activations for the Ian
Macleod whisky portfolio in U.S. airports
and the luxury cruise market this summer.
With the success of these activations,
DISC founder Juan Gentile remains
optimistic about both the short and long
term prospects for the future.
“Although the industry is currently
experiencing some slowdown, we remain
confident about the second half of the year.
Our conviction is driven by the strength of
our premium portfolio, which continues
to gain traction across key markets. By
bringing a curated selection of brands
that truly resonate with consumers in
the Americas, we are well positioned to
capture growth opportunities, strengthen
partnerships, and reinforce the long-term Glengoyne and Tamdhu at Boston International Airport with Avolta (left) and at San
value of premium spirits in the region,” Francisco International Airport with DFS (right).
Gentile tells TMI.
While most of DISC’s business is
across the Caribbean, Gentile says it is branded materials to highlight premium sensory exploration,” says Gentile.
gaining new listings across travel retail positioning. And these trunk shows and
in the Americas, particularly with Ian “There was strong interest and masterclasses were an unqualified success,
Macleod’s whisky portfolio. trial rate from the consumers, with clear he reports.
In September 2023, Ian Macleod appreciation for Glengoyne’s smoothness “There was exceptional guest
Distillers (IMD) appointed DISC as its and Tamdhu’s sherry richness,” says participation, strong appreciation for
exclusive distribution partner for Americas Gentile. exclusivity, and sales of limited-edition
Travel Retail. From May through August, DISC expressions. The trunk shows and
“We have been very active promoting showcased Glengoyne and Tamdhu side masterclasses positioned Glengoyne,
Ian Macleod’s whisky portfolio this by side in a premium gondola-end at San Tamdhu and Rosebank as true connoisseur
summer. Q3 activations across airport and Francisco International Airport with DFS. brands within the ultra-luxury cruise retail
cruise retail environments successfully The merchandizing emphasized the brand segment, building long-term equity.”
reinforced the premium positioning of the heritage and production of the two scotch DISC has also brought in Double
Ian Macleod portfolio. The combination of whiskies, while DFS staff highlighted the Dutch mixers to round out its premium
consumer tastings, high-impact visibility, gondola’s strong visual impact. portfolio.
and luxury experiential shows created Gentile says the Boston and San “We are excited to introduce Double
strong brand engagement and measurable Francisco activations are key drivers for Dutch mixers into the channel — a
sales impact,” says Gentile. the future growth of the brands in travel dynamic, premium, and colorful brand that
DISC promoted the Ian Macleod retail, with elevated brand visibility at a perfectly complements the great spirits
portfolio on both coasts of the United major U.S. travel retail gateway helping already in our portfolio. This addition
States, with Avolta in Boston and with support the long-term premium positioning not only enhances our offering but also
DFS in San Francisco, as well as on the of Glengoyne and Tamdhu. broadens the appeal of our portfolio for
water on Regent Seven Seas Mariner On Regent Seven Seas Mariner this consumers seeking elevated and versatile
with Harding+. July, DISC partnered with Harding+ drinking experiences.”
In July, DISC featured Ian Macleod on Luxury Whisky Trunk Shows and The company has also added seasoned
scotch whisky brands Glengoyne and Masterclasses. and highly experienced professional Tito
Tamdhu at Avolta’s Connoisseur Store “There was an interactive whisky González to help with its growth in the region.
at Boston Logan International Airport. journey through a curated ‘Trunk Show’ “Tito will support the expansion
The activation included a consumer pop-up onboard Regent Mariner, featuring of our portfolio into the duty free retail
tasting station, with guided storytelling Glengoyne, Tamdhu, and Smokehead channel of North and South America,
emphasizing Glengoyne’s “Unhurried alongside rare and collectible Rosebank further strengthening our capabilities and
Since 1833” craft and Tamdhu’s sherry whiskies. A brand ambassador led a series reinforcing our commitment to growth in
cask exclusivity. POS support included of masterclasses, offering education and this strategic sector,” says Gentile.

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