CHINA (HAINAN). Diageo Global Travel has partnered with Shenzhen Duty Free (SZDF) to launch an elegant and experiential Johnnie Walker boutique in Haikou Mission Hills, Hainan.
The boutique opened on 30 October as part of the Shenzhen Duty Free Haikou Mission Hills Duty Free City’s ‘Premium Wines and Spirits Gallery’ (look out for our special feature on this exciting development soon, developed in partnership with DFS Group). It showcases the Johnnie Walker Scotch whisky portfolio, led by 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.
The boutique includes private tasting areas with cutting-edge technologies, allowing consumers to sample exceptional products from the portfolio. Shoppers can also access a dedicated gifting corner with options for personalising and engraving bottles or customise gift bags. The brand owner noted that “consumers in Hainan are increasingly embracing luxury international-style spirits – particularly Scotch whisky – as well as immersive shopping experiences.”
Sandra Tassilly, Head of Commercial – APAC and MENA at Diageo Global Travel said: “We’re excited to celebrate the launch of our first Johnnie Walker boutique in partnership with Shenzhen Duty Free. This store will enable us to continue driving growth of the spirits category in China and provide high-end, luxury options for shoppers on the island of Hainan.”
The grand opening of the store on 30 October featured a ribbon-cutting ceremony and celebratory lion dance. Diageo China Digital Commerce and New Retail Director Jeff Lin unveiled the new store and welcomed customers to Johnnie Walker and Baileys tastings, with luxury gift collections provided to attendees on departure.
Lin said: “I’m delighted that in partnership with Shenzhen Duty Free, Diageo has launched its first Johnnie Walker boutique store in one of the most important locations in the world for the spirits industry right now.
“Through the opening of the store, Diageo Global Travel is continuing to drive forward its ambitious category strategy by providing specific products and activations relevant to spirits shoppers. We look forward to delighting consumers with a range of remarkable experiences and to continue to build awareness around the category.”
In addition to the boutique opening, Diageo is also collaborating with SZDF on digital initiatives, including being the first liquor company to launch a dedicated Whisky e-boutique on SZDF’s WeChat Mini Program.
The Diageo Whisky e-boutique is scheduled to launch in November, featuring an extensive single malt and blended Scotch whisky portfolio including Johnnie Walker, Singleton and Talisker. Shoppers can discover the latest exclusive offerings, collections and browse by brands, bestsellers, and travel retail exclusives.
*Note: Diageo Global Travel is one of our exhibitors of the day as we profile our many partners at the Virtual Travel Retail Expo. As reported, ‘Buyers & Brands Bonanza Month’ at the Virtual Travel Retail Expo kicks off today (Monday 1 November), ushering in a month-long bonus exhibition period. Each working day of November The Moodie Davitt Report is profiling several exhibitors, showcasing their innovations and encouraging visits to their respective virtual experience suites. More details and registration access can be found here.
Note (2): 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.