CHINA. Diageo Global travel Retail has partnered with China Duty Free Group (CDFG) to open a whisky boutique at the cdf Haikou International Duty Free Shopping Complex. It was opened on 28 March and offers an immersive whisky experience that includes gifting, sampling and much more across the Diageo whisky collection.
The store combines both digital and physical displays that bring Diageo’s rare whiskies to life. A sampling station helps customers discover their whisky flavour profiles, while a gifting area offers bespoke packaging.
The cdf Haikou International Duty Free Shopping Complex is the world’s largest duty free mall and was the subject of a recent Moodie Davitt Spotlight Series eZine. Diageo’s whisky boutique underlines the ambition of the complex. It offers a dynamic new venue for malts and blended brands, underlining the importance of Hainan as a travel retail hotspot, particularly for the whisky category.
The opening was celebrated with a traditional Chinese lion dance performance. Diageo Global Travel also hosted a Johnnie Walker Blue Label and Talisker tasting dinner with the CDFG team. The event included an immersive tasting and sampling of Diageo’s oldest and rarest scotches including the Talisker 44 Year Old, and Johnnie Walker 40 and 48 Year Old blends.
Diageo Managing Director Global Travel Retail Andrew Cowan commented: “We are incredibly proud of this boutique, of its ambition for our luxury scotch portfolio and its quality. We know that it has a bright future as a beacon for rare and exclusive whisky gifting. This is a testament to the quality and craft, luxury and gifting that the liquids present.
Click here to read the cdf Haikou Spotlight Series eZine (English version)
“Having a special place for us to bring consumers and customers on a journey of appreciation and anticipation is vital in our to bring the category to life and unlock the understanding of what a versatile and magnificent liquid it is.”
He added: “We are proud to be part of Haikou International Duty Free’s development, as a paradigm for shoppers, holidaymakers and retailers. CDFG and Haikou have shown their intent and ambition in travel retail – and it is hugely exciting to be part of it and to provide the sort of showcase in which our brands can demonstrate their credentials of quality and flavour.
“This is not simply a hub for visitors to shop, but an experience like no other. A new way to connect and learn about brands in the most creative, captivating, and luxurious way.” ✈
