CHINA. Edrington Global Travel Retail has unveiled a 40sq m experiential retail space at Global Premium Duty Free (GDF) Plaza in Mova Mall, Haikou.
The shop-in-shop, at the entrance of the single malts section in the mall, highlights Edrington’s flagship brand, The Macallan, and underlines the company’s aim to drive recruitment and brand awareness in China.
GDF Plaza is owned by licence holder Hainan Development Holdings (HDH), a fully state-owned company of the Hainan Provincial Government, and opened on 31 January, 2021. It is supported by the Alibaba Dufry Joint Venture.
Inspired by The Macallan Estate, the shop-in-shop brings to life the brand’s mastery of wood and its use of exceptional oak casks.
Shoppers are invited to take an educational journey tracing the origins and importance of oak in the creation of The Macallan. Starting with a single acorn, copper engravings and wood artefacts – which include Drying Quartersawn Oak and Toasted Staves – tell the story of the different stages in the ‘acorn to glass’ process.
They are also given the opportunity to explore The Macallan at a dedicated aroma and tasting bar. Glass vials, which are set in timber, showcase different aromas – from dried fruits and toffee through to wood spice – which make up the signature profile of The Macallan. These can be sampled with pipettes and scent paper. Shoppers can also taste various expressions at the stand-out oak bar.
A curated selection of The Macallan is showcased, allowing customers to explore a broad offering of travel exclusives, limited editions and special releases that are not widely available.
These include the travel retail-exclusive Quest Collection, the ‘An Estate, A Community, A Distillery’ edition from the Anecdotes of Ages Collection of whiskies and prestige bottlings such as The Macallan M, M Black, Sherry Oak high-aged range and Masters of Photography 7th Edition.
A small area of the retail space is dedicated to Edrington’s other single malt Scotch whisky brand, Highland Park. The brand’s travel retail exclusive range – Spirit of the Bear, Loyalty of the Wolf, Wings of the Eagle and Viking Pride Travel Edition – can be purchased.
The space also features its own POS and dedicated cashier to deliver quick and seamless transactions in-store.
Edrington Global Travel Retail Regional Managing Director Jeremy Speirs said: “This latest opening in Hainan underlines our commitment to building brand awareness in key locations frequented by Chinese travellers.
“From an experiential perspective this shop-in-shop takes shoppers on a journey of discovery with The Macallan, one which we hope will be the starting point for a long and rewarding relationship with the brand.
“We’re delighted to partner with the teams at GDF Plaza and Dufry, whose belief in our vision and the power of our portfolio is highlighted by the quality and prominence of this space.”
Coming soon
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The new digital title, to be launched soon, will be published in Mandarin and English four times a year across multiple platforms.
This exciting new digital magazine from the world’s leading travel retail publisher will focus on all aspects of China’s travel-related ecosystem, including:
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