Diageo Global Travel and its Johnnie Walker Scotch whisky brand have revealed an eye-catching new retail design concept for the global travel channel. The launch partner is Dufry at London Heathrow Airport Terminal 5, where the brand has undergone a design overhaul at the World of Whiskies store.
The design concept is part of a wider global investment to celebrate the origins of the Johnnie Walker legacy said the brand owner. Diageo Global Travel said it plans to work with other partners “to revamp the brand’s permanent visibility across airports worldwide”.
The design is inspired by John Walker’s grocery shop in Kilmarnock, Scotland, where he began blending and selling his whiskies in the 19th century. The retail concept is a depiction of what the grocery shop would look like in today’s modern world, said Diageo.
Diageo Global Travel Managing Director Dayalan Nayager said: “I would like to thank our partners at Dufry and Heathrow Airport for this collaboration. We are thrilled to start the roll-out of our new retail concept at Heathrow’s Terminal 5. Heathrow Airport is one of the largest international hubs in Europe, with 78 million people passing through the airport in 2017 alone, with nearly half (over 40%) of those passing through Terminal 5.
“The new design comes as part of a global roll-out, with Diageo Global Travel and Johnnie Walker set to invest heavily in travel retail. We are confident travellers will enjoy this new shopping experience that explores the history and pioneering spirit of this much-loved brand.”
The installation features a liquid library with easy-access open drawer displays and an interactive digital experience for shoppers to explore.
There are pointers about the liquid and its taste credentials including award wins and a segment which features travellers’ favourite Johnnie Walker whiskies. Navigation cues direct travellers throughout the experience, offering them “an engaging and educating experience”, said Diageo.
The concept houses full range of Johnnie Walker whiskies, including deluxe blend Johnnie Walker Black Label up to John Walker & Sons King George V.
Johnnie Walker Global Director John Williams added: “This new retail design concept is part of our wider global strategy to celebrate the origins of the Johnnie Walker legacy in a fresh and contemporary way. We are striding forward and engaging with a new generation of whisky drinkers and I’m delighted to see the brand’s iconic heritage being brought to life this way. It’s important to us that travellers discover whisky in a range of different ways that helps them decide, according to their shopping needs.”
Dufry Global Category Head of Liquor David de Miguel added: “We are always looking to enhance the shopping experience in our airport outlets, giving consumers increasingly tangible experiences of the brands we sell. This partnership demonstrates this commitment and will be a real stand-out moment for passengers passing through our store in Heathrow’s Terminal 5 or any of our other stores.”
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