SOUTH KOREA. Lotte Duty Free has hosted a VIP-exclusive whisky masterclass, featuring the GlenAllachie range at the Star Lounge in its Myeong-dong, Seoul flagship store.
This event, which took place yesterday (24 July), was attended by 20 of the travel retailer’s top Korean VIP customers bound for an overseas trip.
A representative from Metabev Korea, which imports and distributes premium liquor brands, led the session, including a whisky-drinking etiquette tutorial. Attendees also learned more about GlenAllachie Distillers’ portfolio and the philosophy of one of the renowned master distillers, Billy Walker.
The invitation-only event showcased the brand’s aged expressions, including The GlenAllachie 15 Year Old and White Heather 21 Year Old, a premium blended limited-edition whisky with only 2,000 bottles available globally.
The VIP attendees were allowed to taste four of the distiller’s core expressions, including MacNair’s Lum Reek 21 Year Old and The GlenAllachie 10 Year Old Cask Strength Batch 11.
In addition, Lotte Duty Free gave away free gifts to VIP customers, including Pre LDF Pay and GlenAllachie products.
Aside from whisky and Cognac, the retailer noted the increasing popularity of other liquor products in the country, with its whisky sales growing by +20% in the second quarter of this year compared to the previous quarter.
The retailer plans to bolster its liquor offer by adding new brands and hosting various marketing activities such as online and offline special exhibitions.
A Lotte Duty Free official said: “This class will have been an opportunity for Lotte Duty Free VIP customers to deeply experience GlenAllachie whisky. Lotte Duty Free will continue to strive to provide differentiated benefits and services to top customers.” ✈
