UK. Diageo Global Travel today (26 April) unveiled a luxury installation for key Scotch whisky brand Johnnie Walker in the World Duty Free (Dufry) store at London Heathrow Airport Terminal 2.
The Moodie Davitt Report has been on location to view the new permanent shop-in-shop – set for a global airport roll-out – which aims to bring to life the world best-selling Scotch whisky’s full portfolio. Immersive digital experience and gifting elements are at its core.
A spectacular LED display engages travellers, drawing them into the new retail space to begin their luxury Scotch experience, guided by an expert brand ambassador.
Inside, a luxury wall bay features a striking Johnnie Walker Blue Label display area and personalised gifting, with the opportunity to monogram a leather Johnnie Walker Blue Label luggage tag with purchase.
A ‘Whisky Explorer’ zone, accessed via a large interactive digital screen, enables shoppers to personally navigate interactive Scotch content and learn more about how Johnnie Walker whiskies are crafted from reserves of nearly ten million aging casks across Scotland.
The shop also features a gifting and tasting station that offers shoppers unique personalisation touches, including on-site monogramming and luxury gift wrapping.
In addition to Johnnie Walker Blue Label, a selection of other whiskies from the brand are on display, giving travelling consumers the opportunity to explore the full Johnnie Walker portfolio.
Heathrow Airport Retail & Property Director Fraser Brown said: “I am thrilled that we are launching a new, dedicated Scotch experience, so our shoppers can explore the luxury world of an iconic brand such as Johnnie Walker, particularly ahead of their summer getaways.
“We are committed to offering our shoppers these unique experiences whilst also educating them on responsible drinking, to ensure everyone has a great journey through Heathrow.”
Speaking at the opening today, Brown praised Diageo and World Duty Free owner Dufry for delivering on the retail pillars that Heathrow covets, including using the combination of physical and digital retail elements, giving travellers memorable experiences, good use of space and a compelling offer.
He said: “We’ve just finished the first quarter with 16.9 million passengers – we are well, well on the way to recovery. And in that context, it’s great to see groups like Diageo and brands like Johnnie Walker – British brands – coming in and continuing to invest money, showing their confidence [in Heathrow as a retail destination].”
“This is a great example of that Trinity partnership between a brand, retailer and the airport. It ticks all the boxes.” [Note: Fraser Brown is a confirmed speaker for The Trinity Forum 2023, to be held in Hong Kong on 25-26 October]
Diageo Global Travel Managing Director Andrew Cowan said: “We are looking forward to rolling out the new Johnnie Walker brand world across travel retail. It is really exciting to open our first shop-in-shop in this new, more dynamic and immersive format.
“Alongside our partners at Heathrow and World Duty Free, we are working to offer our shoppers something unique, more luxurious, more engaging and more visual.
“The new shop-in-shops will bring to life the craft and versatility of our Scotch, providing passengers something personal for themselves or for loved ones to enjoy.”
Asked by The Moodie Davitt Report for his view on what a good return on investment will look like from the new space, Cowan replied: “It’s about three things. Obviously, we do want to sell products here, at a high level. Secondly, we want to build brand equity on the Johnnie Walker trademark in a travel retail space that delivers on dwell time, curiosity, exploration and aspiration – all of those things and more.
“The brand ambassadors we put in that space are critical, they need to be brilliant, they need to serve not sell. If you [the consumer] go to that space and you feel as though you’ve been sold to – that’s not the outcome we are after. We want someone to have been served with a brand story, almost white glove style and be inspired to buy. The purchase decision is almost secondary to the experience they’ve had.
“The third thing we want to achieve is memory structures and aspirations that are portable to the domestic markets. Telling the Johnnie Walker story has to be circular so that people aspire to [buying] the brand all year round, not just when they pass through the airport.
“For it to be relevant to them at home in a domestic environment as well as in the travel environment is critical.”
On the choice of Heathrow to launch the new concept– which will be installed at key airports in all world regions – Cowan said: “Fraser [Brown] and his team and the World Duty Free team are like minded. We are very, very aligned in our retail ideologies. Alongside a handful of other airports, such as Dubai and Changi, Heathrow delivers the highest footfall and the highest-valued travellers we could possibly engage with.”
Johnnie Walker Global Brand Director Julie Bramham said: “This new concept shop-in-shop is designed with the shopper at the centre of everything, in order to facilitate exploration of the full Johnnie Walker range.
“With this new retail space, we are delivering an amazing brand experience with different ways to interact with Johnnie Walker; from unassisted exploration via interactive content to high-end service from our brand ambassadors, as well as bespoke personalisation and gifting options.”
World Duty Free UK Commercial Director Eve Fifer commented: “A consistent focus for our business is to deliver engaging and unique experiences in our stores for our customers, and this exciting new ‘shop-in-shop’ concept for a truly iconic brand does just that.
“We are proud to have been able to work closely with our partners at Diageo Global Travel once again, to deliver this striking and interactive retail space which really brings the brand to life.” 
