CHINA. Diageo Global Travel has joined the exhibitor line-up for the first China International Consumer Products Expo (Hainan Expo) due to take place in Haikou on 7-10 May. The drinks group will showcase its rare and limited-edition Johnnie Walker Scotch whiskies, with a special focus on Johnnie Walker Blue Label.
Diageo Global Travel Managing Director Eduardo Barp said: “Diageo is one of the world’s leading international beverage companies and we are honoured to have been invited. This is a fantastic opportunity for businesses and consumers to come together to discover the best products and learn from one another.
“China is one of the most exciting markets in the world for spirits producers right now. The potential has always been clear, but it has been fantastic to see how consumers in China are increasingly embracing luxurious, international-style spirits – particularly Scotch whisky, which is proving especially popular with younger consumers.”
Whiskies from the Johnnie Walker range that will also be on show include Johnnie Walker 18 Year Old, the travel retail exclusive Johnnie Walker Island Green, Johnnie Walker Gold Label Reserve and limited-edition whiskies such as Johnnie Walker Triple Cask.
Other key Diageo brands that will feature at the Expo include The Singleton single malt Scotch whisky, Baileys Irish Cream and Shui Jing Fan. Diageo Brand Ambassadors will be on site at the four-day event “to take customers and consumers on a journey of discovery” using storytelling, tastings, cocktail and Highball-making exhibitions, quizzes and interactive displays.
Barp added: “We do not want to focus solely on our award-winning products in Hainan. We will also highlight the incredible service and experiences Diageo brands offer like gifting and personalisation. Expectations of shopping experiences are evolving, with increasingly blurred boundaries between channels. This is especially true for our younger consumers, who want engagement, meaningfulness, and convenience in their retail experiences.
“And we will, of course, encourage everybody who attends to find out more about our Drink IQ programme. This is a real priority for us and is our principal commitment to promote the enjoyment of our world-leading products in a responsible way.”
Footnote (1): Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
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Footnote (2): Together with our strategic partner in Hainan, Hainan Hinews Media Co, The Moodie Davitt Report is providing live daily coverage of the Expo. As reported, The Moodie Davitt Report and Hainan Hinews Media Co have struck a far-reaching win/win strategic cooperation agreement to boost mutual coverage of Hainan’s booming offshore duty free sector and the Free Trade Port development
