CHINA (HAINAN). Diageo Global Travel has unveiled two shop-in-shops for leading Scotch brands Johnnie Walker and The Singleton, at Hainan Tourism Duty Free Shopping Complex.
As reported, Hainan Tourism Investment Duty Free (HTDF) opened the 95,000sq m store last December with support from Lagardère Travel Retail.
The permanent brand spaces extend the footprint for luxury Scotch in the Hainan offshore duty free market, noted the brand owner.
The Singleton experience “welcomes shoppers with an upscale urban feel and luxurious use of distillery inspired wooden and copper materials”. The range of single malts includes The Singleton of Glendullan portfolio alongside rare and collectible trophy malts.
Other Diageo single malts are also available to taste and purchase, including the prestige Special Releases portfolio.
The Johnnie Walker experience enhances the presence of travel retail’s number one selling Scotch whisky brand (IWSR 2020) in Greater China. Johnnie Walker Blue Label is the core focus, with the opportunity to explore the story behind the premium blended Scotch in the store.
Gifting will continue to play a key role in Diageo’s category growth strategy, with the Johnnie Walker space offering a gifting station – providing personalised charms and luxury packaging.
Diageo Global Travel Managing Director Eduardo Barp said: “As a trusted and experienced partner in travel retail we are working with customers to rebuild an industry that works for all stakeholders and delivers for our consumers. These new experiences support our ambitious category strategy and the growth pillars we identified – winning in gifting and encouraging flavour exploration, both of which are demonstrated through this exciting partnership.”
Speaking for Lagardère Travel Retail, Business Director Scott Hamilton added: “The concepts we’ve created with Diageo show the commitment to our partnership and focus on consumer needs, category growth and the luxury end of the market which is growing fast.
“The shop-in-shop will be a great showpiece in our store and we’re certain it will be become a highlight for consumers on their shopping journey, bringing limited and rare editions into the Hainan market.”
Both brand spaces are situated in the liquor category on the Lower Ground Level of Hainan Tourism Duty Free Shopping Complex.
Note: 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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