INDIA. Pernod Ricard Global Travel Retail (GTR) and Ospree Duty Free are closing out the year in style following this month’s unveiling of the first permanent Chivas Regal boutique within the India, Middle East & Africa (IMEA) region to feature the brand’s new visual identity for the channel.
Pernod Ricard GTR said the landmark opening, sited in the heart of Mumbai Chhatrapati Shivaji Maharaj International Airport’s departures duty-free zone, underscores the company’s commitment to innovation and premium experiences for travellers.
The gold-gilded boutique immerses shoppers through striking visuals illuminated on digital screens, along with playful consumer engagement tools. These can all be modified throughout the year to highlight new innovations or seasonal activity.
In addition to offering a full range of Chivas Regal expressions – including an India travel retail debut for clear spirit Chivas Regal Crystalgold – the nearly 50sq m store features fellow Chivas Brothers Scotch whisky brands Royal Salute, The Glenlivet and Aberlour in an adjoining space.
A Rare and Collectible wall displays a selection of ultra-premium whiskies from the portfolio, including Chivas Regal The Icon, Royal Salute Gun Salute 62, Royal Salute Platinum Jubilee and Royal Salute House of Quinn.
The boutique’s inauguration on 10 December was graced by senior Pernod Ricard and Ospree Duty Free executives.
The Pernod Ricard contingent featured GTR Chairman and CEO Laurent Pillet; Middle East CEO Pierre-Aymeric Du Cray and Marketing Director Neha Jabbar; and GTR Middle East Commercial Director Vincent Duchiron.
Ospree Duty Free was represented by Atul Ahuja Founder & CEO of Flemingo, joint venture partner with Adani Airport Holdings in Ospree; Ospree Duty Free & April Moon Retail CEO Gaurav Singh; VP Marketing & Strategic Partnerships Amit Butani; and Head of Buying Sheetal Kachroo.
After speeches, the VIPs performed the traditional ribbon cutting before touring the boutique. The experience included a sensorial journey at the Discovery Bar – including comprehensive tasting notes and storytelling for the key brands – to a calligraphy station where an artist engraved newly purchased bottles.
Shoppers can take advantage of Chivas Regal-branded gift bags, tags, luxury charms and even a range of perfumes in the Chivas Regal Luxe Collective, which will be offered as exclusive GWPs.
The artist will also return to the boutique to engrave bottles on special occasions.
Pernod Ricard Middle East Marketing Director Neha Jabbar said: “It’s been an exciting time for us, Ospree and Mumbai International Airport with this momentous opening occurring just a few weeks after our major launch of the Chivas Regal XV x Gaurav Gupta Limited Edition.
“Designed in the brand’s latest bold gold aesthetic, the boutique offers travellers an immersive and elevated whisky experience, guided by expert brand consultants.
“It reflects our commitment to engaging the increasingly discerning Indian consumer – one who values craftsmanship, storytelling and rarity. We believe it will meaningfully enhance engagement and dwell time for departing passengers.”
An Ospree Duty Free spokesperson commented: “From the giant bejewelled luckenbooth [the brand’s signature golden heart-shaped Scottish brooch] icon at the entrance to the opulent gold staging and plethora of LED screens creating a sensational display, this Chivas Regal boutique is a real statement from the brand.
“We’re delighted to have partnered with the Pernod Ricard GTR IMEA team to open the first of its kind in the India, Middle East and Africa region at Ospree Duty Free – Mumbai.” ✈
