CHINA. To highlight Shenzhen Duty Free as one of our ‘Exhibitors of the Day’ at the Virtual Travel Retail Expo’s ‘Buyers & Brands Bonanza Month’, today we explore the retailer’s new Premium Wines & Spirits Gallery at Shenzhen Duty Free Haikou Mission Hills Duty Free City

To visit the superb Shenzhen Duty Free virtual suite at the Expo click here (note: If you have not registered to attend the Expo, you can do so here free of charge if you are involved in the travel retail sector).

As reported, Shenzhen Duty Free’s new Premium Wines & Spirits Gallery at Shenzhen Duty Free Haikou Mission Hills Duty Free City (trading as Times DF x DFS Haikou Mission Hills Duty-Free Complex 深免x DFS海口观澜湖免税购物城 ) opened on 30 October. It represents a deeply significant landmark for the retailer in Hainan province.

The high-end wines & spirits zone is the result of an ambitious investment and upgrade by Shenzhen Duty Free in collaboration with some of the world’s leading drinks brands.

Shenzhen Duty Free proudly announces the opening on its WeChat platform. To view the original Chinese story click here 

Shenzhen Duty Free and the Times DF Haikou Mission Hills store are being showcased to brilliant effect at the Virtual Travel Retail Expo which runs until the end of November. To visit the superb virtual suite click here (note: If you are not registered to attend the Expo, you can do so here free of charge).

Key stories from China and related to Chinese travellers are featured each week on The Moodie Davitt Report’s WeChat Official Account. Please scan the QR code to follow us.

In late 2020 Shenzhen Duty Free obtained a licence to operate offshore duty free in Hainan. Embracing what it called ‘Shenzhen speed’ and adopting a pioneering spirit it launched the first phase of its wholly-owned Duty Free City in Mission Hills, Haikou within four months.

“The development of Shenzhen Duty Free reflects the growth of China’s duty free sector,” the company said. “The big change this time was something unprecedented over the past four decades. Shenzhen Duty Free, reforming its traditional port management philosophy, now embraces a market-oriented approach towards services, branding and customers.”

In keeping with its long-standing commitment to creating a better shopping experience for consumers, Shenzhen Duty Free Group opened the new Premium Wines and Spirits Gallery.

The first floor of the new zone is positioned as a global flagship store cluster hosting three top three spirits houses (Diageo, Pernod Ricard and Bacardi) and their high-end Cognac and Scotch whisky. Several other leading brands are also beautifully showcased in the wider area.

Click here for our earlier article on the Johnnie Walker boutique from Diageo; here for the reveal of Pernod Ricard Global Travel Retail’s (GTR) first portfolio boutique in duty free; and here for the launch of the Bacardi Global Travel Retail Whisky Emporium.

Here, courtesy of Shenzhen Duty Free, we profile the full offer.

House of Hennessy

House of Hennessy is an elegant and immersive 100sq m boutique which provides a range of customised and immersive services.

Customers can discover the full Hennessy range including rarities such as Edition Particulière and the Hennessy X.O Mathusalem by Frank Ghery, valued at US$200,000. House of Hennessy introduces Hennessy Hands, a highly customised service that elevates the desirability of the ultra-premium Hennessy Paradis expression and allows shoppers to personalise their purchase.

Digital façades spanning almost 3 metres in height draw customers into the elegant boutique where the oak wood floors reference the eaux-de-vie age, while decorative limestone honours the land of Cognac [look out for our stand-alone dedicated report on this elegant boutique in coming days].

Pernod Ricard Boutique

The Pernod Ricard Boutique is described by Shenzhen Duty Free as the world’s first integrated Cognac and whisky flagship store. AI interaction allows users to have a richer experience when shopping for fine spirits. Click here for our more detailed report on the opening.

Features include eye-catching integrated merchandising screens that create an interactive and engaging shopping environment, with an AI ambassador immersing shoppers into the world of Martell. Alongside, a tasting bar allows consumers to sample products neat and within cocktail serves.

Reflecting the group’s ‘Good Times From a Good Place’ CSR commitments, the store combines innovation and sustainability. Pernod Ricard Global Travel Retail said that its use of digital merchandising units reduces carbon emissions thanks to “total modularisation” – preventing the need to remove and replace merchandising units or POS materials and instead, allowing for real time in-store digital updates.

Rémy Martin Duty Free Boutique

This elegant boutique is Rémy Martin’s first premium duty free flagship store in China. The ingenuity and heritage rooted in the brand are presented in every detail of the store.

Bacardi Global Travel Retail: The Whisky Emporium

Described as Bacardi’s first flagship whisky store in the world, its design creates a deeply interactive space, allowing customers to enjoy an immersive new experience [click here for our original more detailed report].

As reported, the 82sq m Whisky Emporium is designed as an omnichannel retail experience to inspire and engage a new era of Chinese whisky appreciators. It features Dewar’s alongside the single malts portfolio of Royal Brackla, Aberfeldy, Craigellachie, Aultmore and Glen Deveron.

Provenance and craft: Consumers discover the brand stories in the boutique, complementing a far-reaching digital marketing strategy

A comprehensive digital marketing strategy amplifies reach to consumers before, during and after their trip to Hainan via a dedicated WeChat Program for The Whisky Emporium. Before they travel, consumers can take their time to plan their visit, pre-order purchases and book personal in-store experiences including private tastings, product personalisation and gift presentations.

Future digital amplification plans to maximise audience reach include partnerships with Ctrip, local hotels and golf resort destinations and live-streaming events with key opinion leaders, such as for the popular Double 11 Singles’ Day Shopping Festival on 11 November .

Johnnie Walker Boutique from Diageo

This elegant boutique showcases the Johnnie Walker Scotch whisky portfolio, led by ultra-premium expression Johnnie Walker Blue Label. Click here for our original extensive report on the store opening.

The boutique also offers the prestigious Rare & Exceptional collection, including The Singleton of Glen Ord 42-year-old, Port Ellen 40 year old – 9 Rogue Caskand Johnnie Walker Master’s Ruby Reserve 40 Year Old.

Private tasting areas featuring cutting-edge technologies allow 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.

Camus Cognac

The family-owned Camus house offers its first flagship store in China with Shenzhen Duty Free, showcasing the craftsmanship passed down over more than 150 years.

Duc de Fugue Cognac

Another family-owned Cognac house, Duc de Fugue showcases its range and values here in style.

Note: 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.

Click here to view all back issues. Please email to subscribe.