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Johnnie Walker House Singapore: The first whisky embassy for the brand in Southeast Asia, the seventh worldwide and only the third at an airport |
SINGAPORE. Diageo Global Travel, together with DFS Group, today launched the Johnnie Walker House at the retailer’s new wines & spirits flagship store at Singapore Changi Airport Terminal 3.
The Singapore showcase marks the seventh addition to the expanding international network of Johnnie Walker whisky embassies. These include outlets in Shanghai, Beijing, Seoul and Chengdu, as well as travel retail units at the airports of Taipei and Mumbai.
“With global airport sales growing by more than +12% every year since 2009, and the strategic location of Singapore Changi Airport as a travel hub, Johnnie Walker House Singapore is set to be a game-changer for the luxury spirits segment,” said Diageo Global Travel and Middle East Managing Director Doug Bagley. “We combine our revolutionary hospitality concept with our successful travel retail model – providing an enticing experience to modern luxury consumers during the “˜the golden hour’ before they board.”
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The House combines hospitality with retail theatre, says Diageo Global Travel |
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The design of Johnnie Walker House Singapore is inspired by the travel heritage of ocean voyages that took Johnnie Walker from Scotland to the world, as well as the custom in luxury retail of using trunk shows to provide tailored, exclusive experiences.
DFS Group Senior Vice President, Global Merchandising – Spirits, Wine, and Tobacco Brooke Supernaw said: “Our long partnership with Diageo has been instrumental in creating the ultimate destination for the best in wines, spirits and tobacco at Changi Airport. It is our shared vision to bring personalised and unique shopping experiences to the traveller. The Johnnie Walker House Singapore at DFS’s new wines & spirits flagship store represents these aspirations and we are delighted to unveil it today.”
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To commemorate the inauguration, a limited edition of Blue Label has been made exclusively available at Singapore Changi Airport |
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DFS conveys a sense of wonder at Changi Airport |
| Talk about the perfect way to raise your average transaction value”¦ meet Jenny Tan of DFS Group, who earlier this week sold a DFS-exclusive range of 28 vintages of Château Mouton Rothschild, the great First Growth Bordeaux, to a single passenger |
The new unit aims to create the “retail theatre of a larger-than-life luxury steamer trunk”. Designed and built by Singapore-based design agency Asylum, the environment features leather, copper, marble, bronze, wood and steel finishing, together with some new features that aim to bring to life the history of the brand.
These include:
• A multi-sensory retail setting, with a signature scent ambience emitting the six flavour characteristics of Johnnie Walker Blue Label;
• Exclusive “˜theatrical mentoring’ sessions about the brand and product universe, through a combination of education and entertainment, and storytelling and trial, led by brand ambassadors;
• A tasting bar where clients can enjoy whiskies from the Johnnie Walker super deluxe portfolio;
• A “˜whisky constellation wall’ dedicated to the heritage of the Art of Blending, providing a comprehensive index for single malt Scotch whiskies; and
• Privileges extended to members of the Johnnie Walker House-World of Privileges loyalty programme.
To commemorate the inauguration, a limited edition of Blue Label will be exclusively available at Singapore Changi Airport. The ivory-coloured bottle features the landscape of Scotland and the skyline of Singapore in the brand’s hallmark willow design.
The collectible was illustrated by Dawn Ng and pictorially depicts the journey of Johnnie Walker from Scotland to Singapore – from the time John Walker & Sons was established in 1820, in Kilmarnock, to 1885, when the whiskies had made their way to Singapore.
For the first time in Southeast Asia and Singapore, Johnnie Walker House Exclusive Collections will be available at retail, through Johnnie Walker House Singapore. These Collections include: John Walker & Sons Master Blenders Collection, Johnnie Walker Epic Dates Collection, Johnnie Walker House Five Gods Of Wealth Series Limited Edition and Johnnie Walker House Zodiac Collection.
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The multi-sensory setting offers a view into the brand’s history and provenance, as well as being a showcase for the super-deluxe Johnnie Walker portfolio |
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