A place for exploration and discovery – Bacardi opens three whisky shop-in-shops with GDF Plaza in Haikou

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CHINA (HAINAN). In a further advance of its whisky ambitions in China, Bacardi Global Travel Retail has opened three whisky shop-in-shop boutiques at Global Premium Duty Free (GDF) Plaza in Mova Mall, Haikou.

The stores, one each for Dewar’s, Aberfeldy and the global travel retail-exclusive Glen Deveron, opened on 30 November. Hainan Development Holdings-controlled GDF Plaza is supported by leading international travel retailer Dufry and partner Alibaba’s local JV company (ADJV).

Each space is a celebration of one of the three signature whisky brands. Individually designed as an omnichannel experience, they feature in-store tastings and personalised gifting options. Digital technology enables shoppers to explore and discover the brand stories, their provenance and craftsmanship.

Bacardi promises three environments that offer education and discovery for whisky-curious shoppers

Double ageing is a strong focus of the 17sq m Dewar’s boutique, in a retail journey that educates shoppers about the craft involved in creating the blended Scotch. Digital engagement also includes the Dewar’s Double Double range with a detailed explanation of its four-stage ageing process. Vaporisers and guided tastings are key features of the boutique.

The four-stage ageing process of Dewar’s Double Double is one element shown in this branded zone, with vaporisers and guided tastings other key features

Entering the 19sq m Aberfeldy boutique, shoppers are drawn to a golden waterfall interactive screen. Bacardi said that this represents “a perfect moment for social media sharing”, with the touchscreen transporting them to the home of Aberfeldy and its renowned water source known to contain deposits of alluvial gold. Vaporisers and QR codes on a discovery wall further enhance engagement with the Aberfeldy story via access to a dedicated microsite.

The Aberfeldy space showcases its renowned water source known to contain deposits of alluvial gold

The in-store journey then leads shoppers to the bar for guided tastings and the opportunity for purchases to be dipped in gold wax and embossed with initials for a personalised gift.

The 19sq m Glen Deveron boutique evokes the brand’s home in what Bacardi describes as “rolling countryside, big skies and rugged coastal scenery”.

‘Calm From the Storm’ transports shoppers to a virtual escape from the “hectic real world to the calming serenity” of the Glen Deveron distillery location. With animated visuals that accompany liquid sampling, the audio experience opens up a new multi-sensory discovery of the Glen Deveron Royal Burgh Collection.

Through animated visuals and liquid sampling, visitors are offered a multi-sensory discovery of the Glen Deveron range

Bacardi Global Travel Retail Director Asia Pacific Gaurav Joshi explained the significance of the boutique openings. “Since Mova Mall opened in January 2021 we have seen very strong interest in our whisky range. Chinese whisky shoppers enjoy having the time and space to explore the stories behind brands they have just discovered. So we seized this opportunity to create dedicated showcase spaces for Dewar’s, Aberfeldy and Glen Deveron and to maximise the omnichannel opportunity to inspire, serve and delight shoppers at all touchpoints on their visit to Mova Mall.”

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