UAE. Pernod Ricard Global Travel Retail and Dubai Duty Free this month unveiled a luxury pop-up boutique for Royal Salute at Dubai International Airport (DXB) Terminal 3 Concourse A.
A grand ribbon-cutting ceremony on 19 April was attended by Dubai Duty Free’s Executive Team, including Chief Operating Officer Ramesh Cidambi and Joint Chief Operating Officer Salah Tahlak, alongside Pernod Ricard Global Travel Retail, Gulf & India General Manager Vipin Palliyath.
Described by the partners as a first-of-its-kind experiential boutique, the offer features extremely rare expressions from the Royal Salute portfolio.
They include Royal Salute Art Edition, Forces of Nature by Kate MccGwire; Royal Salute Platinum Jubilee Collection; Royal Salute Coronation of King Charles III Edition; Royal Salute House of Quinn by Richard Quinn; and Royal Salute 26 Year Old Amarone Cask.
Royal Salute 26 Year Old Amarone Cask is a Dubai Duty Free exclusive in travel retail, launched to coincide with the retailer’s 40th anniversary last year.
Underlining its high-end positioning, the boutique enjoys adjacencies with an array of luxury fashion and beauty houses, representing a first for a wines & spirits company at DXB, Pernod Ricard Global Travel Retail said.
Travellers have the opportunity to immerse themselves in the opulent Royal Salute universe through an array of captivating digital, OOH and in-store media.
Once they are drawn into the 62sq m retail space, Brand Ambassadors are on hand to take visitors on a journey of discovery. This embraces an education on the brand’s rich history as well as the story behind each creation on display.
In addition, shoppers have the opportunity to taste some of the signature and limited-edition Royal Salute liquid. “This is a testament to Pernod Ricard’s commitment to travel retail and the world-class retail offer which has been curated by Dubai Duty Free,” said Pernod Ricard Global Travel Retail.
Palliyath commented: “We are delighted to bring to life a one-of-a-kind Royal Salute experiential luxury pop-up store in collaboration with Dubai Duty Free.
“The boutique is home to a collection of extremely rare and collectable whisky expressions from Royal Salute. This opening is a result of our strong collaboration with Dubai Duty Free and our shared endeavour to bring the finest luxury retail experiences, with a focus on creating true moments with meaning, to our esteemed shoppers.”
Cidambi added: “We are pleased to be partnering with Pernod Ricard Global Travel Retail to launch the luxury Royal Salute whisky boutique in Dubai Duty Free.
“This new collaboration is a testament to our shared ambition to elevate our retail luxury offering – through both the portfolio and in-store experiences.
“Passengers and connoisseurs alike travelling through Concourse A can look forward to discovering this extremely rare collection and engage in the brand’s rich history and experience as they shop at Dubai Duty Free.” ✈
