UK. This month, Pendulum Spirits-owned whisky brand Fable is launching a travel retail-exclusive single cask bottling through a large-scale activation at London Heathrow Airport Terminal 5.
The launch, in collaboration with World Duty Free (Avolta), features 575 bottles of Fable Piper Chapter Seven. It is a 13 Year Old single malt whisky distilled at Glen Elgin, Speyside, available at a recommended retail price of £95 (US$119).
The limited release is cask strength (55.8% ABV), non-chill filtered with natural colour. It features notes of banana and toasted malt and is featured as ‘Malt of the Month’ with World Duty Free.
Avolta Category Manager for Liquor UK Aisha Dad said: “Fable consistently handpicks casks of rare and limited whiskies – they are always high quality, distinctive and utterly intriguing. Fable manages to bring them to retail with real style and character.”
The Fable team is expanding the brand footprint through a takeover of the contentainment area within the primary World Duty Free outlet at Heathrow Airport Terminal 5.
This takeover showcases additional single casks from Fable’s episodic Ghost Piper of Clanyard Bay Collection, The Three Companion’s blended Scotch whisky and an exhibition of artwork created by London-based illustrator and animator Hugo Cuellar.
Additionally, Fable plans to introduce a new 12 Year Old blended Scotch whisky to its line-up.
Fable Whisky Sales Director Andrew Torrance commented: “Being able to fully show off the artistic work behind our brand and whiskies is such a wonderful opportunity.
“We are so grateful to have been able to work with the Heathrow T5 and World Duty Free teams, both of whom have encouraged and supported us in all our planning.”
The activation is supported by a multi-platform digital campaign, including social media and promotional executions through the Heathrow Airport website and Avolta’s loyalty scheme.
World Duty Free Senior Contentainment Manager Holly Fleet noted: “The visual impact of the Fable brand is irresistible. The installation within our World Duty Free store at Heathrow Terminal 5 shows very powerfully and beautifully how they build standouts through the art of storytelling, illustration and animation.
“The activation will be supported by a sustained multi-media content programme that will build real resonance with our customers.”
Travellers purchasing a Fable single cask bottle at the animation will receive a limited-edition print of an illustration from the exhibition.
This includes a London landmark illustration exclusively for Heathrow passengers designed by Cuellar. The artist will be in Terminal 5 on 18 May for World Whisky Day to sign prints and interact with passengers.
Pendulum Spirits Directors Andrew Torrance and Calum Lawrie discussed the thinking behind Fable, the challenges of getting it off the ground during a pandemic, why they see travel retail as a vital channel, and much more, with The Moodie Davitt Report Senior Business Editor Mark Lane. Click here to read the full interview.
Fable Whisky Marketing Director Calum Lawrie said: “We wanted to create a striking and extraordinary world for people to step into and allow them to savour whisky in a new way.
“We love the idea of them being able to immerse in our creative storytelling chapters and Hugo’s glorious artwork – and even take some of it home.” 
All visuals courtesy of Fable Whisky & Hugo Cuellar
