Pendulum Spirits employs creative storytelling to unveil Fable Piper Chapter Seven

Pendulum Spirits-owned whisky brand Fable, in partnership with Avolta, launched a high-impact animation at London Heathrow Airport in May. As reported, it spotlighted the release of a travel retail-exclusive single cask bottling, featuring 575 bottles of Fable Piper Chapter Seven. What distinguished this pop-up was its comprehensive integration of storytelling and art into the travel retail experience.

The campaign focused on the distinctive artwork and whiskies from the brand’s episodic Ghost Piper of Clanyard Bay Collection. The promotional space featured artwork created by London-based illustrator and animator Hugo Cuellar, alongside a sampling of the single cask and blended malt whiskies from the range.

Travellers purchasing a Fable single cask bottle at the pop-up received a limited-edition print of an illustration from the exhibition, including a London landmark illustration exclusively for Heathrow passengers designed by Cuellar. The artist was at the airport on 18 May to sign prints in celebration of World Whisky Day.

The Piper Chapter Seven promotional campaign was supported by a digital screen takeover across the terminal network and a communication campaign at London Gatwick, Glasgow, Edinburgh and Aberdeen airports. The activation at Heathrow was supported by a multi-platform digital campaign, including social media and promotional executions through the airport website and Avolta’s loyalty scheme.