Shilla Showcases $145,000 Bottle Of The Balvenie Sixty In Global Duty-Free

Shilla Duty Free is putting the spotlight on whisky at Seoul’s Incheon International Airport with a special pop-up dedicated to The Balvenie Sixty, the oldest-ever liquid from the brand, released to mark the anniversary of industry icon and former malt master, David C. Stewart.

With parent company William Grant & Sons—which also makes Glenfiddich—only offering four bottles to global duty-free stores, from a worldwide allocation of 71, Shilla Duty Free, part of South Korea’s Hotel Shilla Group, opted for an experiential pop-up for its sole bottle to drive passenger interest and footfall. The travel retailer said that the display was “attracting significant attention” in Terminal 2 of Incheon Airport.