CHINA. China Duty Free Group (CDFG) and Hainan Airlines have joined forces on a cross-industry campaign to bring exclusive whiskies and signature cocktails onboard, marking the first major duty-free retailer-airline collaboration since Hainan’s full customs closure.
The initiative, jointly organised by CDFG’s ‘Cheers with Whisky’ platform and Hainan Airlines, was held at the Whisky Museum at cdf Haikou International Duty Free Shopping Complex.
The partnership brings travel retail and airline services together through a shared whisky experience designed to drive passenger spend, while also testing an integrated ‘duty-free + tourism’ model under the Free Trade Port framework.
Taking the duty-free experience to the skies
The campaign launches in the inaugural year of Hainan’s 15th Five-Year Plan (2026-2030), as the Free Trade Port seeks to shift from a duty-free-led tourism model towards a more experience-driven tourism strategy.
Against this backdrop, closer collaboration between travel retailers and aviation is emerging as an important part of Hainan’s growth strategy.
CDFG is leveraging its position as the world’s largest travel retailer to support Hainan’s drive to deepen the integration of duty-free retail, aviation and tourism, with its Haikou flagship serving as a key platform.
Rooted in CDFG’s omnichannel strength and strong supply chain, the ‘Cheers With Whisky’ initiative – launched in 2025 – is anchored by the acclaimed cdf Malt & More Whisky Museum in Haikou and powered digitally by the cdf Member Buy platform.
Since its launch, the concept has built a strong industry reputation and has already earned industry recognition. It took home two 2026 Moodie Davitt TREX Awards, including ‘Best Communication & Creative Concept Award’ and ‘Best Marketing Campaign Gold Award’.
The platform has extended its reach beyond Hainan with ‘City Whisky Journey’ pop-ups in Guangzhou, Shenzhen and Shanghai, supporting the concept’s role as a key platform for global whisky brands looking to access Chinese consumers through travel retail.
Beyond the city, the partnership with Hainan Airlines builds on the carrier’s 33 years of operations and its status as the first and only SKYTRAX 5-Star Airline in Mainland China.
Hainan Airlines’ global route network and strong base of high-net-worth travellers are complemented by Hai Chef, its premium dining brand offering private chef-style meals to Business Class passengers in lounges and onboard.
The partnership combines CDFG’s global supply chain and ‘Cheers with Whisky’ platform with Hainan Airlines’ five-star service and extensive passenger network, with Hai Chef connecting the retail offer with the airline’s lounges and onboard service.
Exploring Hainan’s next growth chapter
The launch brought together senior government representatives, including Hainan Provincial People’s Government General Office Second-level Inspector Wang Jian and Hainan International Economic Development Bureau Deputy Director Feng Chun.
Hainan Airlines executives also attended the event, headed by Vice President Guo Shuo and Party Secretary Gui Haihong.
CDFG officials joined the launch, including President and Board Director Luke Chang; Deputy General Manager Zhou Lingjun; Assistant General Manager and General Manager of the Merchandise Department Liu Bin; and Chief Marketing Officer Matt Liao.
In his speech during the event, Wang Jian called the partnership a concrete step towards realising the 15th Five-Year Plan.
He noted that bridging whisky culture with air travel directly supports the Plan’s objectives of integrating offshore duty-free with cultural tourism and establishing Hainan as a global duty-free destination. He also described the collaboration as a meaningful exploration of “premier economy” opportunities and emerging consumer touchpoints.
Wang also reaffirmed the government’s support for CDFG, Hainan Airlines and other leading enterprises, with measures to improve the business environment and provide greater policy support. He called on more businesses to seize opportunities under the 15th Five-Year Plan and Hainan’s evolving tourism landscape.
Speaking at the launch, Luke Chang said that CDFG will use its global sourcing capabilities in the Hainan Free Trade Port to support the shift from discount-led to brand-led duty-free retail.
He highlighted the ‘Cheers with Whisky’ platform and Hainan Airlines partnership as key elements of this strategy, linking CDFG’s supply chain with the airline’s premium passenger base to create new cross-channel retail opportunities.
With continued government support, CDFG will also expand its ‘duty-free+’ initiatives, he said, helping position Hainan as a regional hub for premium spirits.
Commenting on the partnership, Gui Haihong said the carrier’s deep local presence and SKYTRAX 5-Star service platform position it well to support CDFG as Hainan evolves from a duty-free shopping destination into a broader tourism and retail hub.
He added that the partnership extends the whisky experience from store to cabin, turning the flight into an additional retail touchpoint and connecting premium passengers with duty-free retail.
The gathering also included representatives of the China Alcoholic Drinks Circulation Association, global whisky brands such as Diageo and Pernod Ricard, and partners from the hospitality, channel and media sectors within the ‘Cheers with Whisky’ ecosystem.
The whisky experience takes to the skies
At the launch, the partners rolled out their full range of co-branded products and benefits, extending the whisky experience from land-based travel retail to the aircraft cabin and creating an integrated ground-to-air offering.
In collaboration with global spirits groups Diageo and Pernod Ricard, CDFG and Hainan Airlines have unveiled four co-branded limited-edition whiskies spanning blended, single malt and Chinese-style expressions.
The line-up features Diageo’s Johnnie Walker Black Label Ruby Whisky (TREX) and The Singleton Radiant Spring Garden, alongside Pernod Ricard’s The Glenlivet 12 Year Old Single Malt Scotch Whisky and The Chuan Pure Malt Whisky (TREX).
The four expressions will be available onboard Hainan Airlines flights and at cdf Haikou, through the cdf Member Buy platform and the retailer’s online platforms.
Collaborating with global spirits powerhouses Diageo and Pernod Ricard, CDFG’s ‘Cheers with Whisky’ and Hainan Airlines have created three signature cocktails for the inflight experience. These are Johnnie Walker Ruby Black Label Sugar-Free Tonic and The Singleton Whisky Sour, developed with Diageo, and the Speyside Special, created with Pernod Ricard.
Designed for both ground and inflight consumption, the cocktails have been formulated to retain their flavour balance at altitude.
They will initially be offered in Business Class on international long-haul services from Haikou and Beijing, on the Haikou–Beijing round trip, and at the Whisky Museum at cdf Haikou.
The initiative gives CDFG access to Hainan Airlines’ nearly 40 international routes from Beijing, Haikou and other domestic hubs, reaching major markets across North America, Europe and Oceania. Daily premium services between Beijing and Haikou further connect the two key hubs and strengthen the partnership’s passenger reach.
As a key element of the co-branded offering, the ‘Stellar Drinks Menu’ draws its name from Hainan Airlines’ 14-time SKYTRAX 5-Star Airline rating, combining professional whisky curation with the carrier’s premium service platform.
The menu features a selection of premium whiskies from leading global regions, curated by a specialist team.
Through inflight wifi, passengers can access CDFG’s digital retail platforms for product information and direct purchase, creating a connected ground-to-air retail journey.
CDFG’s ‘Cheers with Whisky’ campaign has rolled out exclusive benefits for Fortune Wings Club members, who can access exclusive whisky discount coupons and offers through the members’ section of the Hainan Airlines App.
The initiative connects the airline’s loyalty programme with CDFG’s duty-free retail benefits, creating an additional touchpoint between air travel and shopping.
The launch featured the global premiere of a dedicated campaign film highlighting the connection between whisky culture and air travel.
The China Alcoholic Drinks Circulation Association, an industry partner of CDFG’s ‘Cheers with Whisky’ campaign welcomed the collaboration as an example of cross-industry innovation.
The association’s President Qin Shuyao said the partnership creates a new premium spirits sales channel that could serve as a model for the wider industry.
Its Deputy Secretary-General Zhao Yu added that the partners will explore further opportunities between spirits, cultural tourism and retail, using their respective industry networks to identify new growth areas. ✈
