Brand: John Dewar & Sons
Opening: Bacardi Global Travel Retail and Ever Rich Duty Free have opened a John Dewar & Sons Fine Whisky Emporium shop-in-shop at Taiwan Taoyuan Airport, said to be the first showcase of the Emporium in Asia.
Details: Located adjacent to the concourse, the open-fronted store’s design recreates the original Dewar’s wine and spirits merchants’ store with traditional-style wooden display cabinets and flooring, plus a vintage cash register.
The lighting is enhanced by two backlit windows which appear to look out on to the Aberfeldy distillery, the home of Dewar’s, and the surrounding countryside.
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The shop-in-shop brings the Scottish heritage of the brand to passengerss at Taoyuan Airport |
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Brand ambassadors at the shop will give consumers tutored tastings of Craigellachie, Aberfeldy, Glen Deveron and Dewar’s using whisky staves. In-store gift services include bottle-neck wax dipping in the signature Dewar’s red wax.
Bacardi said it believes there is strong potential for growth in Taiwan due to the high proportion of shoppers at the second stage of luxury who are motivated by the discovery of rare, aged malts and blends which feature brand intrinsics such as age statements and heritage.
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Consumers will have the chance to taste the malts in the John Dewar Emporium |
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Comment: Bacardi Global Travel Regional Director Asia-Pacific and MEA Irving Holmes Wong: “We are delighted with our first John Dewar & Sons Fine Whisky Emporium at scale, brought to life with a stunningly professional execution through our partnership with Ever Rich at Taiwan Taoyuan, a location we regard as one of the very best shop windows in Asia.
“I believe the high quality theatre inside the store is critical to its success, and we are witnessing how this positively impacts shoppers. They are definitely spending more time browsing to explore the Dewar’s range in detail, interacting with our brand ambassadors to learn more about the individual whiskies, their provenance and respond positively to the importance we place on age statements in both the single malts and Dewar’s aged blends.”
