For Christmas 2025, ARI, Dublin Airport and Diageo Global Travel came together to create something travellers could only find in one place: a world-exclusive Baileys Festive Bottle at Dublin Airport Duty Free. The launch was brought to life through the Baileys Treat Stop and Treat Bar, where passengers could enjoy tastings, festive drinks, personalised gifting and seasonal treats before their flight. Designed to create memorable Joy On Your Way moments, the experience turned a duty free purchase into part of the journey itself. The exclusive bottle sold 3,378 units during the campaign, helping drive a 59.4% increase in Baileys sales in Dublin Airport Duty Free Terminal 2 and growth of 28.3% across Dublin and Cork Airport Duty Free.

The Baileys Festive Bottle was more than an exclusive product launch. Together, ARI, Dublin Airport and Diageo created a festive destination within the airport, giving travellers a chance to discover the brand in a fun and memorable way. From personalised bottles and gift-wrapping stations to festive photo opportunities and signature Baileys serves, every touchpoint was designed to bring a little extra joy to the journey. The initiative demonstrated how travel retail can offer experiences that simply cannot be recreated elsewhere, while reinforcing Dublin Airport’s position as the global home of Baileys during the Christmas travel season.

The Teeling Christmas Batch returned in 2025 as a world-exclusive release available only through Dublin and Cork Airport Duty Free. Created specifically for travellers, the limited-edition whiskey captured the flavours of the festive season through a unique triple-cask maturation process. The launch was supported by in-store experiences including tastings and bottle-signing sessions with Teeling Master Distiller Alex Chasko, giving passengers a chance to connect directly with the craftsmanship behind the product. Building on the success of the previous release, the 2025 Christmas Batch outsold its predecessor by two to one, proving the continued appetite for exclusive Irish whiskey experiences rooted in authenticity and local provenance.

Created in partnership with Teeling Whiskey, the Christmas Batch showcased ARI’s long-standing commitment to bringing unique Irish whiskey experiences to travellers. Available nowhere else in the world, the release combined a distinctive liquid, strong storytelling and memorable in-store engagement. Travellers could meet the people behind the whiskey, learn about the maturation process and leave with a signed bottle to mark the occasion. Judges highlighted the initiative’s connection to Joy On Your Way and its ability to transform a retail purchase into a memorable part of the airport journey.

Created with Portuguese charity Terra dos Sonhos, the Happy Charity Puppets were designed to leave a positive impact long after travellers had left the airport. Inspired by Portugal Duty Free’s much-loved Duty Friends characters, the range offers a playful reminder of Portugal while helping support children, young people and families facing difficult circumstances. Made entirely from recycled PET plastic, the puppets also reflect ARI’s Journey with Purpose commitments. More than 1,400 units have already been sold, helping turn a simple souvenir into a product with genuine social value.

Representing Lisbon, Porto, Faro, Madeira and the Azores, the Happy Charity Puppets celebrate the places and people that make Portugal unique. Developed exclusively for Portugal Duty Free, they offer travellers a distinctive keepsake with a strong local connection. The initiative was supported by dedicated in-store displays, social media activity and colleague volunteering across the business. By combining destination storytelling, sustainability and charitable impact, the campaign showed how a simple souvenir can help create meaningful connections between passengers and local communities.

Cyprus Duty Free’s Adopt a Hive initiative began with a simple idea: support local biodiversity while creating a product travellers could feel good about purchasing. Working with Oros Machaira Bee Farm, the team adopted hives that have helped pollinate an estimated nine billion flowers across Cyprus since 2025. The resulting Cyprus Duty Free Honey is available exclusively at Larnaca and Paphos airports, allowing passengers to take home an authentic local product while supporting a broader environmental initiative. The project is a strong example of Journey with Purpose in action, connecting local communities, sustainability and travel retail in a way that is easy for customers to understand and support.

Behind the Happy Charity Puppets was a campaign centred on people. Supported by social media, public relations and in-store activations, the initiative brought together colleagues, customers and a local charity around a shared purpose. One of the highlights saw Portugal Duty Free colleagues volunteer time in-store during International Volunteer Day, helping raise awareness of the campaign and the cause behind it. The result was a marketing campaign that delivered far more than product visibility, creating engagement through authentic storytelling and community impact.

Developed exclusively with local producer Ginja Mariquinhas, Portugal in a Box was created to give travellers an authentic taste of Portugal to take home. Combining traditional sour cherry liqueur with classic chocolate cups, the product celebrates one of the country’s most recognisable culinary traditions in an accessible and giftable format. Available across Portugal Duty Free locations, it quickly proved popular with both international visitors and domestic travellers. More than 8,000 units were sold in its first four months, highlighting the appeal of products that offer a genuine sense of place and connection to local culture.