BAHRAIN. Diageo Global Travel has opened the first permanent Johnnie Walker House in the Middle East, in partnership with Bahrain Duty Free. The 15sq m store is located within the retailer’s newly renovated departures outlet at Bahrain International Airport.
Johnnie Walker House Bahrain is described as “a multi-sensory embassy” that is “part gallery, part museum”. It is aimed at offering an interactive shopping experience around the Johnnie Walker brand.
Built around the theme of ‘Whisky Conversations,’ the Johnnie Walker House design features include:
*A ‘whisky scent bar’ where travellers can discover the liquid’s flavours and aromas.
*Exclusive personalisation and gifting opportunities.
To celebrate the launch, the boutique will offer a number of limited editions, including John Walker & Sons Master Blenders Collection and the Johnnie Walker House Willow Collection. The full Johnnie Walker colours range is also available.
Diageo Global Travel Managing Director Dayalan Nayager said: “We are delighted to extend our Johnnie Walker House footprint to travellers in Bahrain for the first time. The Middle East is a key location for super deluxe Scotch whisky and therefore critically important to the Johnnie Walker House global expansion strategy.”
He added: “I would like to thank our partners Bahrain Duty Free and Bahrain International Airport for their collaboration. Bahrain International is a key international travel hub, forecasted to welcome seven million passengers in the 2016 calendar year, with strong passenger growth predicted in the coming years. This growth, combined with the escalating demand for luxury spirits in travel retail, offers a prime opportunity for Johnnie Walker to deliver an innovative shopping experience to travellers, as well as giving them access to some of the world’s finest Scotch whiskies.”
Johnnie Walker House Global Head Andre Chong said: “Travellers are increasingly looking for luxurious shopping experiences that both educate and inspire them, and with the opening of Johnnie Walker House Bahrain we continue to respond to this demand as we step up our investment in luxury retail activations.”
“Exclusivity is integral to Johnnie Walker House and Johnnie Walker House Bahrain is no different. It offers shoppers an unforgettable experience; we tell the story of our spirits through knowledgeable Brand Ambassadors and impactful retail theatre, fulfilling our ambitions to bring joy back to the journey by helping to make the purchasing process one of ease.”
Bahrain Duty Free General Manager Bassam Al Wardi said: “We are thrilled to partner with Diageo to open the first permanent Johnnie Walker House in the region. Bahrain Duty Free and ARI are committed to providing customers with engaging brand experiences in a luxury environment and this stunning whisky emporium realises this aspiration. It’s a fantastic addition to our recently renovated departures area and the perfect showcase to entice our growing passenger base to explore and enjoy this iconic brand.”
The Johnnie Walker House at Bahrain Duty Free joins Diageo’s network of luxury whisky embassies worldwide. These include stores in Mumbai, Singapore, Amsterdam and recent launches at Beijing and Incheon airports. There are now 16 boutiques within the Diageo Global Travel network, as well as five flagship stores in the domestic channel, including those in Beijing, Shanghai, Seoul and Chengdu.
