HONG KONG. DFS Group has revealed further details of The Whiskey House, its new concept introduced at Hong Kong International Airport as part of a 30,000sq ft refurbishment and expansion.
As we reported last month, DFS has enhanced space for beauty, general merchandise and wines & spirits. The Whiskey House is an exclusive concept in collaboration with William Grant & Sons. It showcases over 250 premium whiskies from around 50 brands, with complimentary samplings of more than 40 products available for tasting daily.
Ten new whiskeys were launched exclusively with DFS in November, with more first-arrival bottles planned this year. Exclusives available to The Whiskey House shoppers include over 70 varieties and three rare single malt whiskies hand-selected for The Whiskey House at HKIA.
DFS Group Senior Vice President Spirits, Wine, Tobacco, Food and Gifts Brooke Supernaw said: “The Whiskey House is inspired by our customers and their love of discovery. At The Whiskey House, the discerning traveller can explore and indulge themselves in a world of whiskies from across the globe, enjoy tailored tastings and embark upon a unique travel experience from the moment they enter the airport.”
The Whiskey House is described as “an intuitive and experiential destination”, where guests can join the regular calendar of events. These include blind tasting sessions led by brand ambassadors. Guests can meet whiskey experts and join tasting sessions every weekend from 4-7pm before they fly.
DFS staff at the store are trained in the world of whiskies from the Wine & Spirit Education Trust as well The Whisky Ambassador, the UK’s only accredited training course focused solely on whisky.
As part of its promotional programme, DFS is offering -10% off spirits purchased at departure and collected in arrivals at the end of the trip.
There are also social media games with prizes: travellers can “like” DFS on Facebook and follow @dfsofficial on Instagram, then visit The Whiskey House at 5pm on weekends. The first three passengers to connect with DFS staff at The Whiskey House and show their social media connections can win a free bottle.
