SINGAPORE. Diageo Global Travel has partnered with Changi Airport Group and Lotte Duty Free to open a Johnnie Walker Vault pop-up dedicated to the Scotch whisky brand in Singapore Changi Airport Terminal 3.
The pop-up, which runs until 22 December, provides travellers with what the brand owner calls a “one-of-a-kind, multi-sensory and memorable experience” featuring The Couture Blend, the latest collaboration between Johnnie Walker and French creative director Olivier Rousteing.
Walk-in tastings and personalised gifting services are available with the opportunity to purchase key Johnnie Walker expressions.
The pop-up was officially launched with an exclusive Johnnie Walker Vault The Couture Blend tasting led by Johnnie Walker Master Blender Dr Emma Walker, alongside whisky food pairings. In celebration of the novelty of The Couture Blend, which champions creative collaboration, guests experienced a bespoke Johnnie Walker Blue Label couture cocktail crafted by winner of the Singapore World Class Bartender of the Year, Tryson Quek.
The pop-up opening coincides with a launch event for Johnnie Walker Vault – The Couture Blend, which took place at the Marina Bay Sands hotel in Singapore.
Olivier Rousteing is the first cultural collaborator invited to join forces with Johnnie Walker Vault, and the event celebrated the second release from the Johnnie Walker Vault x Olivier Rousteing partnership.
A collection of the most exclusive Johnnie Walker offerings are available to buy at the pop-up, including:
- Johnnie Walker Vault Couture Expression Spring, Summer, Fall, Winter
- Johnnie Walker The Couture Blend
- Johnnie Walker Blue Label
- Johnnie Walker Blue Label Xordinaire
- John Walker & Sons King George V
Changi Airport is the only travel retail location where this Johnnie Walker expression is available to buy.
Consumers can personalise a bottle of Johnnie Walker Blue Label with a limited-edition Singapore design and personalised gifting message.
Diageo Global Travel Managing Director Andrew Cowan said, “The Johnnie Walker Vault pop-up is an excellent example of how travel retail’s number one brand, Johnnie Walker, is bringing the creativity, craftsmanship and liquid brilliance to life.
“Consumers can experience some the most luxury expressions of Johnnie Walker and immerse themselves in the artistry behind the brand and the Scotch category. We are thrilled to be partnering with Changi Airport and Lotte Duty Free to bring this unique experience to life.”
Changi Airport Group Managing Director, Airside Concessions Hung Jean said, “We are delighted that passengers passing through Changi Airport will have a unique opportunity to experience, taste and explore some of the most exclusive Johnnie Walker whiskies at this pop-up.
“With the holiday season just around the corner, the personalised options create truly unforgettable gifts – perfect for whisky enthusiasts looking to share something special and meaningful.”
Lotte Duty Free Managing Director Jeff Jeong Soongyu said, “This new whisky pop-up brings together exclusive collections, immersive storytelling and expert tastings to not only elevate the travel retail shopper experience but also engage new and curious consumers into the world of whisky and duty free.”
Diageo Global Travel noted that “memorability and exclusivity are key drivers for consumers when choosing to buy in duty-free. This latest activation from Johnnie Walker, the number one brand in travel retail [IWSR 2024], aims to excite and educate travellers, by immersing them in the world of luxury Scotch and providing them with a unique opportunity to sample, explore and buy some of the most exclusive expressions of Johnnie Walker.”
The pop-up design and layout was managed by Servaire & Co. ✈
*Johnnie Walker also featured prominently in Changi Airport Group’s annual World of Wines & Spirits event on 24/25 October, with the latest dazzling edition themed ‘Wonders Reimagined’, presented in partnership with Lotte Duty Free. The occasion saw 63 ultra-premium bottles unveiled from 29 of the world’s most renowned brands, including Johnnie Walker Vault Couture Expression.
