ASIA PACIFIC. Diageo Global Travel has revealed a pop-up store for The Singleton brand at Ever Rich Duty Free’s Profond Pier 3 Duty Free Complex, located on offshore island Penghu. Local tourists are flocking to the island, said the partners, as the pandemic continues to limit travel abroad.
The pop-up runs to 18 December, with a special launch event and ribbon-cutting ceremony held on 18 June led by the Diageo Global Travel team and industry partners. Guests encountered a sampling and cocktail experience of The Singleton hosted by a mixologist and with commentary from a brand ambassador.
A bespoke sample bar is the focal point of the new space, offering shoppers the chance to explore a range of delicate malt whiskies. At the bar, visitors can watch and listen to the story of the brand on an 86-inch Plasma TV screen. A gift-wrapping service is available for purchases.
Displays showcase The Singleton core range alongside rare and exceptional editions including The Singleton of Glen Ord 38 Year Old, The Singleton of Glen Ord 39 Year Old, The Singleton of Glendullan 41 Year Old, The Singleton of Glendullan 42 Year Old and The Singleton of Glendullan Classic.
Diageo Global Travel Commercial Director APAC, MENA and India Sandra Tassilly said: “We’re delighted to work with our partners at Ever Rich to bring this beautiful new pop-up store for The Singleton to Profond Pier 3 Duty Free Complex in Penghu, offering shoppers an engaging retail experience to explore the malts world.
“The complex, which houses the largest shopping mall in Penghu, is well located and a popular weekend destination for shoppers. It is also home to the Whiskey 101 Experience Showroom and the Johnnie Walker VIP room, so the opportunity to bring The Singleton, the top single malt brand in Taiwan* here made perfect sense.”
Ever Rich Duty Free Vice President Patricia Wang said: “This partnership with Diageo Global Travel is another important step in realising Penghu Island’s potential as a global duty free shopping hot spot.
“Many creative concepts have been brought to life in our complex to create a unique experience for our consumers. This collaboration with The Singleton will certainly provide a valuable experience for visitors to Penghu Island.”
*International Wine and Spirits Research, Drinks Market Analysis 2021.
