15 Dec 2025
The Macallan Accelerates India Presence
The Macallan, renowned single malt Scotch whisky, has launched its first pop-ups in India, at Delhi’s Indira Gandhi International Airport and Chhatrapati Shivaji Maharaj International Airport in Mumbai. The dual-city airport activation strategy at India’s two busiest airports follows the opening of The Macallan’s first shop-in-shop in India last year, underlining the brand’s long-term commitment to engaging and recruiting new The Macallan fans in the country.
India's airports handled an estimated 376.4 million passengers annually in FY 2023–2024, a 15% increase from the previous year, with Indian passenger numbers expected to grow by +50% over the next five years, demonstrating travel retail’s huge potential in the country. Beverage alcohol volumes in India travel retail are also rising rapidly – growing by +13% in 2024 (IWSR) – and affluent Indian consumers are increasingly gravitating towards premium single malt brands, indicating a positive outlook for the spirits category.
Combining artistic storytelling with meaningful traveller engagement, the pop-ups in Delhi and Mumbai are each designed with a distinct purpose to bring The Macallan’s legacy closer to Indian travellers. Both activations present whiskies from the brand’s domestic and travel retail ranges.
Created as a visual and experiential statement, the pop-up at Indira Gandhi International Airport Terminal 3 (international departures) serves as a dedicated storytelling space aimed at inspiring travellers and building deeper cultural and brand resonance in India’s capital.
Strongly focused on engagement and conversion, the activation at Chhatrapati Shivaji Maharaj International Airport Terminal 2 (international departures) is located within the Ospree Duty Free store. The animation highlights The Macallan Harmony Collection – Inspired by Organic Cherrywood Lapsang Tea, which is currently exclusively available in India with Ospree Duty Free.
“Introducing our first pop-ups for The Macallan in India marks an important step forward in our continued investment in this dynamic and fast-growing market. India is home to one of the world’s most passionate and rapidly developing whisky communities, and its airports are becoming increasingly influential gateways for international travellers."
Kasper Andersen
Edrington Regional Managing Director – Global Travel Retail