Procurement News Notice |
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| PNN | 9156 |
| Work Detail | Diageo Global Travel has opened two Johnnie Walker House outlets in Incheon International Airport and its first co-branded 150sq m luxury store shared between Johnnie Walker and Shui Jung Fang in Beijing Capital Airport (in T3 with Sunrise Duty Free). The latter opening represents China’s first distillery producing the popular white spirit, Baijiu. Meanwhile, a range of ‘exclusive and rare malts’ is also being made available in all three of these new shops. These stores are part of a programme, which aims to educate and inspire travellers with luxury, provenance and all things Johnnie Walker. These experiences include a ‘whisky scent bar’ featuring the many layers of the liquid’s subtle flavours and aromas and a luxury mentoring and engagement zone. Interactive Experiences This is where brand ambassadors invite travellers to take part in a sensorial journey to touch, taste and smell the rare elements that make up both brands, through a combination of education, entertainment and story telling. The Beijing Airport execution also allows consumers to immerse themselves in a ‘whisky constellation wall’. The company says that this is dedicated to the Johnnie Walker brand’s heritage of the Art of Blending – providing a comprehensive index for single malt Scotch whiskies. This store is said to be the biggest airport boutique opening in global travel retail in Asia. Commenting on the initiative, Dayalan Nayager, Managing Director, Diageo Global Travel, said: “We are absolutely thrilled to extend the Johnnie Walker House footprint in Asia Pacific and bring three Johnnie Walker Houses to life in partnership with our customers in Beijing Capital International Airport and Incheon International Airport. Travel Retail Commitment… “this Reinforces Our Long-Term Commitment to the Travel Retail Channel, Providing Travellers with a Luxurious and Inspiring Shopping Experience, in One of the Most Exciting Travel Retail Regions Worldwide. “Both Airports are Key Travel Hubs, Handling a Combined 60 Million Passengers a Year, Which Make Them Critically Important in the Johnnie Walker House Global Expansion Strategy. Luxury Shopping Experiences… “We are Also Delighted to Provide Shui Jing Fang, a Collaborative Platform in the Travel Retail Environment in Beijing Airport, as Well as [the] Range of Rare Malts Releases Available in Both Beijing and Incheon. Travellers are looking for innovative luxury shopping experiences that both educate and inspire them – the Johnnie Walker House encapsulates this for the brand. “We have stepped up our investment in luxury retail activations, taking a leadership position in transforming the category into a more engaging environment where we can tell the story of our spirits through knowledgeable Brand Ambassadors and impactful retail theatre – whilst fulfilling our ambitions on bringing joy back to the journey by making the purchasing decision a simple and easy experience.” These new openings follow ‘the success of the Johnnie Walker House launches’ in other airports, which include outlets located in Mumbai, Taiwan, Singapore, Auckland and Amsterdam. |
| Country | China , Eastern Asia |
| Industry | Retail |
| Entry Date | 15 Oct 2016 |
| Source | http://www.trbusiness.com/regional-news/asia-pacific/diageo-opens-johnnie-walker-stores-in-beijing-and-incheon/109544 |
