MACAU, CHINA. DFS Group officially unveiled its first wines & spirits multi-boutique concept in Macau on 16 January.
The 300sq m venue at T Galleria by DFS, Macau, Shoppes at Four Seasons, which soft opened last year, houses more than 140 brands with The Macallan, The Dalmore and Johnnie Walker all making their shop-in-shop debuts in Macau. These appear alongside dedicated spaces for Hennessy and Penfolds.
The concept zone consists of four areas, namely the House of Whiskey, Hennessy, Les Caves de Champagne and the new DFS Wines & Spirits store.
DFS Senior Director, Global Merchandising, Spirits Wine Tobacco and Food Daniel Licari said: “We are excited to present DFS’ newest wines and spirits concept in Macau Four Seasons that has reimagined the liquor shopping experience. This is highlighted by Hennessy, with the world’s first rotating bar treating customers to an immersive visual and sensory experience.
“This exclusive experience is complemented with the option to personalize their Hennessy bottle with customisation. Exclusively in Macau and for a limited time only, you can pair your newly purchased liquor with a scoop of Hennessy XO gelato.
“Within the House of Whiskey, we have the latest The Macallan, The Dalmore and Johnnie Walker interactive shop-in-shop. Travellers can also set off on a whiskey journey tasting directly from the barrel with different single whiskey casks on rotation.
“In a world first, Penfolds has launched an AI Digital Sommelier encouraging wine discovery through their iconic extensive portfolio.
“We thank our brand partners Edrington, Diageo, Moët Hennessy, Whyte & Mackay and Treasury Wine Estates for their on-going support.”
House of Whiskey is a DFS proprietary concept which showcases the grand debut of The Macallan, The Dalmore and Johnnie Walker shop-in-shops in Macau. The space houses a multi-sensory experience, including tailored tasting opportunities directly from the barrel.
The Macallan’s shop-in-shop brings the brand’s 200-year acorn-to-glass story to life. A suspended acorn at the entrance marks the beginning of the creation of The Macallan’s casks. As customers explore the space, a bespoke wooden unit reflects the origins of The Macallan’s wood and use of casks.
A special aroma and tasting area has been set up to create a discovery experience. Customers’ senses are enticed to discover more about the key notes found in the whiskies.
An opulent whiskey cabinet stands as the centrepiece of The Dalmore’s first shop-in-shop design in the world. The display introduces the world’s first Dalmore nebuliser as the highlight of its aroma display.
“Whyte and Mackay are extremely proud to partner with DFS on The Dalmore Macau shop-in-shop. The Dalmore is showcased in a bespoke handcrafted design and presents our prestigious product range through an interactive, multi-sensory experience for travellers. We are excited to unveil this new collaboration with DFS and invite visitors to The Dalmore store to immerse themselves in the masterpiece of craftmanship,” said Whyte and Mackay Head of Marketing (GTR, UK, Europe) Janice Mclntosh.
At the heart of the boutique is the Johnnie Walker shop-in-shop, with spaces to engage, explore and enjoy the brand’s story. The zone houses aged liquids, travel retail exclusives, limited editions and new innovations, such as Johnnie Walker Xordinaire and the special Year of the Dragon Johnnie Walker Blue Label edition.
The space is decorated with bespoke wallbay shelving and custom-made terrazzo to display the brand’s heritage and craft. Complementing a dynamic LED display of the products is a personalisation area where customers can purchase a one-of-a-kind gift featuring their initials burnished onto a leather luggage tag.
As customers pass through a private seating area, they can interact with brand ambassadors to learn about Johnnie Walker’s traditions and craftsmanship. The space, finished in marble, hints at the rare and precious liquids from aged Scotch malts to the Special Releases collection.
“We are delighted to have this new ‘shop-in-shop’ concept for travellers in Macau. It has been specially designed with the shopper at its core, to facilitate exploration of the full Johnnie Walker range. With this new retail space, we are delivering an amazing brand experience featuring different ways to interact with Johnnie Walker; from interactive content to high-end service from our brand ambassadors, as well as bespoke personalisation and gifting options,” commented Diageo Commercial Director for APAC & MENA Sandra Tassilly.
A 139sq m Hennessy boutique, the largest in Macau for the brand, carries a design derived from oak wood barrels, as the style of the boutique aims to encapsulate the Maison’s history and culture through its signature colours and patterns with modern architectural elements.
Drawing attention is the boutique’s “crown jewel”, the world-first exclusive Hennessy Rotating Bar that creates a setting for customers to sample Hennessy Cognacs. The boutique further invites customers to explore their senses through a journey with Senses of Hennessy, where they can discover their ideal Hennessy Cognac match through videos, aromas and sounds.
Beyond Cognacs, the space also showcases Moët Hennessy Travel Retail’s popular Champagne brands including Dom Pérignon, Moët & Chandon and more. A limited-edition Hennessy XO ice cream is also served.
A private VIP Lounge features ultra-luxe Cognac selections and personalised tastings. Completing the experience is the Hennessy Hands and Art of Gifting atelier’s customised bottled services with engraving and leather adornments.
The new DFS Wines & Spirits store features digitalised decorations, including larger-than-life LED screens. An interactive digital tasting bar allows customers to taste, offering whiskey samples directly from selected casks. A rotating selection of whiskies and exclusive DFS casks enhances the experience said the retailer. Masterclasses on wines and spirits will be hosted at a state-of-the-art digital sampling table.
The Penfolds shop-in-shop is a further element, with a highlight the Penfolds digital sommelier. This guides customers to discover their ideal Penfolds wine with recommendations tailored to their palate preferences, budget considerations and more.
Penfolds is celebrating Lunar New Year with exclusive festive packaging on its gift boxes and red packets highlighting the Year of the Dragon. More holiday offerings include a Penfolds trolley bag, Riedel Glass and Penfolds thematic greeting card. ✈
