Nuance maps a new route for malt whiskies at Sydney Airport

AUSTRALIA. The Nuance Group has introduced a ground-breaking new way of presenting malt whiskies at its Sydney International Airport store, opened earlier this year.

Dubbed a first in duty free, malt whiskies have been categorised by their flavour profiles, rather than their region of origin at SYD Airport Tax & Duty Free’s state-of-the-art Departures store, designed to make it easier for travellers to choose a product.

The design and merchandising of the Nuance store aims to help customers discover more about the products


SYD Airport Tax & Duty Free has categorised malt whiskies by their flavour profiles, rather than their region of origin (Photos: Jack Atley)


World of Malt Whisky’s Flavour Map has been introduced by leading drinks supplier Diageo. “Using flavour and taste to segment the malt category rather than region is simple and easy to understand,” Nuance said. “This method has been used by Diageo’s master blenders for years and has been endorsed by industry experts.”

A selection of malt whiskies is plotted on a Flavour Map in-store. Shoppers choose a flavour profile from the map, then select from a range of matching malt whiskies. The map enables travellers to try new tastes, and they can also sample a dram.

The categorisations are Light & Floral; Fruity & Spicy; Rich & Rounded; and Full-bodied & Smoky.

Johnnie Walker’s new Double Black is also available at SYD Airport Tax & Duty Free – one of only six international airports in the world to trial the product.

The deluxe variant of Black Label is said to offer a richer and more intense blend, characterised by smoky whisky selected by Johnnie Walker’s Master Blender and matured in deep-charred old oak casks. A one-litre bottle retails at A$59.99.

SYD Airport Tax & Duty Free Director David Odgers said: “Through the design and merchandising of the new store we aim to help customers discover more about the products they love. Customers are able to trial new whiskies and learn more about their favourites. It makes more sense than ever for international travellers to check in early to take advantage of this engaging shopping experience.”

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