SOUTH KOREA. Lotte Duty Free has lauded the success of its recent VIP-exclusive whisky masterclass featuring the Starward and Milk & Honey (M&H) brands.
Starward is made in Australia, while Milk & Honey is produced in Israel’s first whisky distillery.
The event focused on these New World whiskies and those from emerging whisky-producing markets, including Taiwan and India rather than traditional countries such as Scotland, USA and Japan.
The class was held at the retailer’s VIP-exclusive Star Lounge at Lotte Duty Free World Tower in Seoul.
A representative from Metabev Korea, which imports and distributes premium liquor brands, led the session, introducing the Starward and M&H brands to attendees.
The invitation-only event showcased other single malt whiskies from Starward, including Solera, matured in Australian Apera casks; and Octave Barrel, which offers the intense and rich character of Shiraz wine.
Other featured expressions included Milk & Honey Elements Sherry Cask, made with a blend of fruit and chocolate aromas; and Apex Single Cask Orange Wine Cask.
In addition to exploring the brands’ products, guests were able to participate in drinking etiquette tutorials.
To complete the experience, all VIP customers were given two mini Glencairn glasses as a gift.
The event forms part of Lotte Duty Free’s liquor marketing strategy, featuring various brand collaborations.
As reported in March, the retailer sealed a partnership with King Car Group – the producer of Taiwan’s popular Kavalan whisky – to extend the single malt brand’s footstep in the global channel.
In addition, Lotte Duty Free hosted VIP classes in partnership with Moët Hennessy and GlenAllachie in June and July, respectively.
Furthermore, the retailer opened a Cheoreom X Krush Somaek pocha pop-up store at its Now in Myeong-dong experiential duty-free shopping showroom in Seoul last August, attracting over 1,500 customers daily.
A Lotte Duty Free representative said: “We prepared this event so that our top-tier customers could deeply experience New World whiskies. Lotte Duty Free will continue to offer various events to provide the highest level of benefits to our VIP customers.” ✈
