CHINA. Diageo Global Travel is celebrating a successful showing at the China International Consumer Products Expo (Hainan Expo), which ran from 26-30 July. Diageo was a second-time exhibitor at the prestigious B2B2C event.
Diageo showcased a powerful line-up of spirits brands which included The Singleton Paragon of Time Collection No.2 54 Year Old, Johnnie Walker Blue Label Mid-Autumn Festival Pack, The Singleton Mid-Autumn Festival Pack, The Singleton of Glendullan 15 Year Old and The Singleton of Dufftown 21 Year Old.
Diageo’s presence offered exclusive tastings of different Johnnie Walker expressions, with a special focus on Johnnie Walker Blue Label. It also shined the light on its ‘Diageo Society 2030’ sustainability roadmap and its ‘positive drinking’ ethos.
Diageo brand ambassadors were on-site during the event, helping visitors discover the rich worlds of Diageo’s brands through storytelling, tastings, cocktail and highball making masterclasses, entertaining quizzes and interactive displays.
“Diageo is one of the world’s leading international beverage companies and we are honoured to have been invited to China International Consumer Products Expo in Hainan again this year,” commented Diageo China Managing Director Mark Edwards.
“In addition to the rare and exclusive products on show, we also wanted to highlight the Diageo Society 2030: Spirit of Progress agenda which is Diageo’s ten year action plan to help create a more inclusive and sustainable world.”
Edwards added: “One of the key pillars of our plan is positive drinking. To highlight this, we offered a range of engaging activities at the Diageo booth to empower visitors with the knowledge to make positive drinking choices. This is a real priority for us, and we’re committed to promoting the enjoyment of our world-leading products in a responsible way.”
Diageo Global Travel Commercial Director for APAC, MENA and India Sandra Tassilly commented: “China is a key market for Diageo Global Travel, so it was important we returned to China International Consumer Products Expo in 2022. Hainan is a key shopping region given its offshore duty-free shopping policy, so the expo is a fantastic opportunity for businesses, industry partners and consumers to come together to discover the best products and learn from one another.
“Consumers can sample our award-winning products before placing an order directly through the e-commerce platforms available on site. Whiskies from the Johnnie Walker range including the luxurious Johnnie Walker Blue Label were all on show. Other key Diageo brands that will feature at the expo included The Singleton Single Malt Scotch Whisky, Mortlach and Talisker.”
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