SINGAPORE. In our new series Moodie Davitt Video View, we bring you exclusive on-the-ground coverage from the most innovative brands in travel retail straight from the industry’s most important events.
In this edition, The Moodie Davitt Report Founder & Chairman Martin Moodie catches up with Diageo Head of Global Travel Retail Greater China Angela Chen who talks about the spirits giant’s innovation drive and what travel retail stakeholders can expect from pillar brand Johnnie Walker.
“I haven’t been able to come back to TFWA Singapore in four years,” Chen says. “Finally, the pandemic has eased and everyone is so thrilled to be back in Singapore for the full-scale show. We are so happy to meet all our Asia Pacific customers and share our innovation strategy, especially with Johnnie Walker Blue Label.”
As reported, Johnnie Walker Blue Label was a big focus for Diageo Global Travel Retail in 2022 and 2023 with high-profile activations and media campaigns launching all over the world including in London Heathrow, Singapore, Dubai and Incheon airports among others.
Johnnie Walker’s limited-edition Cities of the Future range was a core focus. It features the work of renowned artists who expresses their own renditions of what key travel retail cities will look like in 2220. For the limited-edition Hainan edition, Johnnie Walker tapped Luke Halls. His illustrations of the Chinese island in 2220 reimagine a thriving and vibrant future.
Diageo Global Travel Retail celebrated the Singapore Cities of the Future Edition with a pop-up at Changi Airport Terminal 3. The vibrant pop-up was launched in partnership with Changi Airport Group and Lotte Duty Free.
Chen says: “Our Cities of the Future Collection taps some of the best international artists to design limited-edition bottles of what top travel retail cities would look like in 200 years. Plus, we are also revealing a new Johnnie Walker innovation at the show.”
That innovation was subsequently revealed as the new customisable Johnnie Walker City Bags. These Green Leaf certified bags are fully reusable and made from 100% recycled post-consumer polyester. City Bags can be adapted for different cities, adding a souvenir component to purchasing a bottle of Johnnie Walker at the airport. ✈
