William Grant launches Glenfiddich distillery tour at Paris CDG

William Grant & Sons has partnered with Lagardère Travel Retail to launch a virtual tour of the Glenfiddich distillery at Paris Charles de Gaulle Terminal E.

A 29sq m Glenfiddich pop-up is running throughout June at Buy Paris Duty Free in Gate L. It offers travellers a ‘Journey into the Mind of the Malt Master’, according to the partners.

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Dynamic experience: Passengers are being offered real and virtual tastes of the Glenfiddich range

Using virtual reality (VR) technology, customers can take a 360° trip above the Speyside countryside into the heart of the Glenfiddich distillery. There they can virtually experience the mastery and craft of single malt whisky production. The tour is hosted by a Scottish guide.

The promotion is in French and English and uses imagery to attract visitors into the area. It also features travel retail exclusives and highlights “rare and exquisite” whiskies. Customers’ purchases can be personalised with a specially designed gift card.

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The 29sq m pop-up store offers memorable experiences and showcases the Scotch whisky brand

William Grant & Sons Regional Marketing Manager Emma Humphreys said: “At William Grant & Sons we’re continually looking at new ways to introduce consumer engagement and theatre within the airport retail environment, in a way that reflects the DNA of the brand in question. This virtual distillery tour continues the rich vein of innovation that Glenfiddich is known for, using cutting edge technology to take travellers into the heart of the brand’s family-based, craft-orientated heritage.”

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Lagardère Travel Retail Product Management Director – Liquor, Tobacco, Food, Electronics and Toys Francoise Flament added: “We work regularly with William Grant & Sons to bring activations into the airport that really have a positive effect on the relationship we have with our customers.

“Once again, they have exceeded our expectations with the Glenfiddich pop-up shop and distillery tour. Using cutting edge VR technology allows passengers to be truly in the Glenfiddich story and its Dufftown home, creating both memorable experiences and showcasing the Scotch whisky brand. This reflects well on the category as a whole, raising interest and improving traffic flow in the total retail area.”

‘Journey into the Mind of the Malt Master’ will be showcased at other key airport locations globally throughout this year. The film will also be available online.

 

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