Launching in September, the activity forms part of a longer term strategy and will be present in major European and US airport hubs, including London, Munich, Moscow, Paris, New York, Los Angeles, San Francisco and Washington.

In-store brand ambassadors will conduct tastings and share the history and heritage of the brand.

As further evidence of the increased momentum behind the channel, Maker’s Mark is to be listed on all 150 British Airways long haul routes from September, on 223 planes. Support will be provided through bespoke advertising in High Life magazine.

Beam Global Spirits & Wine director for European travel retail, Gareth Brown, said: “Travel retail plays an important role in our international expansion plans for Maker’s Mark as it is a showcase arena and also the conduit between key domestic European markets. We are therefore investing in the most significant campaign ever launched for the brand in travel retail. Everything about this high-impact, visual campaign is tailored to travellers and designed to enrich the travel experience, establishing an emotional link with Maker’s Mark, while also demonstrating its undisputed quality credentials.”

Maker’s Mark is distributed via Maxxium Travel Retail.