ASIA PACIFIC. Pernod Ricard Global Travel Retail has unveiled The Kingdom Club, a new virtual experience for travel retail. The Kingdom Club is an online portal that immerses users into the virtual world of Royal Salute.
Visitors can discover Royal Salute’s collections, learn more about its heritage and unlock free gifts and even cocktail recipes. It comprises several themed rooms including The Secret Bar, The Club Gallery and The Kingdom Vault.
The Royal Salute 21 Year Old The Signature Blend, travel retail-exclusive 25 Year Old The Treasure Blend and limited-edition expressions such as the Polo Estancia and Changi Airport-exclusive Singapore Limited Edition are just some of the product lines featured in the themed rooms.
Other product highlights include the 32 Year Old The Precious Jewel and the 62 Gun Salute. The Precious Jewel is a travel retail-exclusive blend made from rare Scotch whiskies. Meanwhile, the 62 Gun Salute is a limited-edition premium blend that takes its name from the 62-gun salute traditionally fired during royal anniversaries.
The Kingdom Club creates an O2O travel retail shopping experience as shoppers can discover the ranges, order via the platform and collect their purchases when they arrive at the airport.
“The shopper journey starts long before a traveller arrives at the airport,” commented Pernod Ricard Global Travel Retail Vice President of Marketing Liya Zhang. “Pre-trip digital discovery is playing an increasingly influential role in the airport retail shopping journey, with a 5% rise in travellers expected to purchase alcohol online in the channel compared to pre pandemic levels.
“We’re really excited to be launching this experience with Royal Salute, which brings the brand and its expressions to life for the shopper, to inspire them to continue their journey by visiting immersive activations once they are in store.”
The travel retail-exclusive virtual experience has been customised for Pernod Ricard’s key partners. The platform was launched in April 2022 with Lotte Duty Free in South Korea. This month, it is launching with Changi Airport Group, with other retailers to follow.
Lotte Duty Free Vice President and Head of Merchandising Group SK Lee added, “I’m excited that Lotte has worked so closely with Pernod Ricard to come up with such a strong digital virtual experience for Royal Salute – the very first in the travel retail market. As Lotte Duty Free continues to drive enhanced digital experiences for our customers, we look forward to keeping the momentum going on future digital projects with Pernod Ricard.”
