CHINA. Diageo Global Travel has launched its first whisky e-boutique on Shenzhen Duty Free Duty Free’s (SDZF) WeChat Mini Programme.
The digital store, which is led by top whisky brand Johnnie Walker, was launched to address increased consumer demand for more digital solutions in travel retail. It can be accessed via WeChat or by scanning the QR code here.
The virtual shop was officially launched in November and enables Hainan travellers to browse, purchase and pre-order Diageo’s whisky products, including for home delivery. Licence-holder Shenzhen Duty Free (supported by DFS Group) opened a physical store at the Mission Hills Resort in Haikou in January this year.
A first for Diageo Global Travel, the WeChat e-boutique offers the company’s wide range of rare and exceptional whiskies, best-sellers, limited editions, travel retail-exclusives and SZDF-exclusive sets.
The digital store puts a special focus on four single malt whiskies: The Singleton, Mortlach, Lagavulin and Talisker. The dedicated brand pages offer informative product descriptions, enriched with beautiful imagery and easy navigation.
Exclusive sets from the e-boutique’s hero brand Johnnie Walker are also available. These include the Johnnie Walker Blue Label Series of 3 Gods, Series of 5 Gods and Set of 12 Zodiac Collections. The Series of 3 Gods is a premium three-bottle collection decorated with gold calligraphy which depict the three Gods that bestow fortune, prosperity and longevity.
The Johnnie Walker Blue Label Series of 5 Gods was launched to celebrate Lunar New Year, while the Set of 12 Zodiac Collection has been engraved with the 12 animals of the Chinese zodiac.
“I am incredibly proud that Shenzhen Duty Free Group has partnered with Diageo on the launch of our first whisky e-boutique available for travellers to browse and make purchases from world-leading brands,” commented Shenzhen Duty Free Group Vice President Xie Wenchun.
“We are thrilled to provide our customers with an engaging and experience-led way to shop. Through the platform, hosted on TimesDF Haikou Mission Hills WeChat Mini Program, visitors are offered a simple yet exciting way to purchase whisky from Diageo’s top-selling whisky portfolio.”
Commenting on the e-boutique opening, Diageo Global Travel Head of Commercial APAC and MENA Sandra Tassilly commented, “I am delighted Diageo Global Travel has been able to collaborate for a second time with Shenzhen Duty Free, this time to launch a whisky e-boutique, following the successful launch of our whisky store in Hainan.
“We’re proud to have elevated the shopping experience for travellers, providing them with an enjoyable and seamless way to make purchases and explore the category.”
The whisky e-boutique follows the recent opening of the Johnnie Walker store in the Times DF Haikou Mission Hills complex in Hainan, [operated in partnership with DFS] and deepens the partnership between Diageo and SZDF.
As reported, the offline boutique opened on 30 October as part of the Shenzhen Duty Free Haikou Mission Hills Duty Free City’s ‘Premium Wines and Spirits Gallery’. It showcases the Johnnie Walker Scotch whisky portfolio, led by ultra-premium expression Johnnie Walker Blue Label.
In addition, the prestigious Rare & Exceptional collection is available to purchase in-store. This includes The Singleton of Glen Ord 42-year-old, Port Ellen 40 year old – 9 Rogue Casks and Johnnie Walker Master’s Ruby Reserve 40 Year Old.
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