Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
CHINA. Today’s choice of images comes courtesy of Moët Hennessy Travel Retail, which has opened the first Glenmorangie Wonder Boutique in China in partnership with China Duty Free Group.
Situated within the Malt & More Museum at the cdf Haikou International Duty-Free Shopping Complex (Level 4), the 41sq m space marks a major step for Glenmorangie’s presence in the region.
The partners pledged to offer “sensory whisky experiences that captivate both Chinese whisky connoisseurs and curious travellers”. They said the Glenmorangie Wonder Boutique delivers a blend of whisky craftsmanship, immersive interactions and digital engagement. It features the debut of the Glenmorangie Wonder Machine and a dedicated Selfie Spot showcasing the brand’s life-sized giraffe emblem.
The design features Glenmorangie’s copper stills – the tallest in Scotland, comparable to the height of an adult giraffe. Thanks to an extended distillation process, a lighter, more delicate whisky is created, according to the brand owner.
A world of whisky discovery
Travellers visiting the store are invited to engage in a series of immersive experiences. Central to the space is the Glenmorangie Wonder Machine, which introduces guests to a bottling which suits their taste. It combines advanced physical and digital technologies, inviting users into an engaging sensory environment.
Users begin by selecting their whisky personality through a touchpad designed like a still. This is followed by inspirational videos matching their favourite facet of the Glenmorangie world.
Next, the machine animates with cogs and dials while users choose from six scents crafted by Glenmorangie’s Master Blender Gillian Macdonald and perfumer Johanna Monange, including aromas like coffee and toffee.
They can also explore six soundscapes that reflect the character of different whiskies, such as tropical island sounds for Glenmorangie 19 Years Old or campfire crackles for Glenmorangie Tribute. The Wonder Machine then analyses user preferences to recommend the ideal whisky from Glenmorangie’s travel retail range. Finally, users can experience the distinct aroma of their chosen single malt and are invited to taste its flavours at the boutique bar.
In addition, guests are encouraged to capture and share their whisky experiences on social media, with the dedicated Selfie Spot featuring Glenmorangie’s giraffe emblem. Travellers can select their preferred digital frame via an iPad and pose for a photo with the giraffe’s head, with a camera positioned above to create a unique and memorable shot.
Rare and prestigious whiskies
The Glenmorangie Wonder Boutique showcases a portfolio of rare whiskies, including travel-retail exclusives and limited editions. Whisky enthusiasts can explore the Glenmorangie A Tale Of… series, alongside the Ardbeg Anthology collection and other limited bottlings. Highlights include:
- Glenmorangie Dr Bill Lumsden x Azuma Makoto 23 Years Old: A rare whisky created in collaboration between Glenmorangie’s Director of Whisky Creation, Dr Bill Lumsden, and renowned Japanese botanical artist Azuma Makoto.
- Glenmorangie Pommard Cask Finish: A 25 Year Old whisky matured in Pommard red wine casks from Burgundy, France. Only 1,000 bottles are available, exclusively in travel retail.
- Ardbeg Vintage Y2K: A 23 Year Old whisky aged in Oloroso and Bourbon barrels, and the first release from a new series celebrating Ardbeg’s distillation history and modern innovation.
To celebrate the soft opening, travellers visiting the store can engage in tasting experiences at the whisky museum’s bar. For the first time in Hainan, guests can enjoy Ardbeg-infused ice cream, highlighting the whisky’s distinctive notes and offering a twist on traditional tastings. ✈
