AUSTRALIA. Pernod Ricard Global Travel Retail (GTR) has partnered with Heinemann Oceania and Sydney Airport to open a permanent Whisky Emporium in Sydney Airport Terminal 1. The concept brings together five of the drinks group’s leading Scotch whisky brands in an experience-led retail concept.
The space, which opened on 4 September, showcases Chivas Regal, Royal Salute, The Glenlivet, Aberlour and Ballantine’s through a distinctive C-shaped shop-in-shop.
The concept, inspired by the pioneering whisky emporium established by Chivas Brothers in Aberdeen, Scotland in the 1930s, has been reinterpreted for the modern travel retail environment.
Dedicated brand zones feature prestige expressions and travel retail exclusives (TREXs) alongside storytelling and product education.
A mini conveyor belt is a standout element. It references an airport baggage carousel complete with a digital screen. The revolving display can be adapted to highlight new and exclusive products and key gifting occasions such as Christmas and Lunar New Year.
A dedicated Tasting Station invites travellers to explore the portfolio, including TREX expressions such as The Glenlivet Cask Master’s Collection 14, 16 and 19 Year Old; Aberlour Suthainn and 13 and 16 Double Charred; and Chivas Regal 18 Year Old Pauillac Cask Edition.
A flexible Gifting Zone will evolve in line with seasonal occasions and shopper trends. To mark the opening, consumers receive a gift-wrapping kit with every purchase from the Whisky Emporium.
The opening was marked with a ribbon-cutting ceremony graced by Heinemann Oceania Managing Director Rosi Fernandez, Pernod Ricard Pacific Travel Retail Director Becky Holliday and Sydney Airport General Manager Retail Gail Taylor.
Heinemann Asia Pacific Regional Commercial Director Ranjith Menon commented, “Prestige spirits remain a key growth category for our international shoppers.
“The Whisky Emporium answers that trend directly – pairing an exceptional assortment with rich brand storytelling in a genuinely original retail setting.
“Together with Pernod Ricard Global Travel Retail and Sydney Airport, we have built a destination that raises the bar for the whisky category and gives travellers an experience worth stopping for.”
“The Whisky Emporium at Sydney Airport offers travellers a new way to explore Scotch whisky heritage, craftsmanship and flavour,” added Pernod Ricard Pacific Travel Retail Director Becky Holliday.
“Showcasing Chivas Regal alongside The Glenlivet and Aberlour, the space highlights Pernod Ricard’s whisky leadership and growing malt ambition. We’re delighted to bring this concept to life with Heinemann and Sydney Airport Corporation.”
Sydney Airport General Manager Retail Gail Taylor added, “We’re always looking for ways to make the airport experience more engaging and memorable for passengers, and the Whisky Emporium is a great example of that.
“It brings together premium products, storytelling and a sense of discovery in a way that feels distinctive to travel retail.
“For passengers, it means more choice, a more immersive shopping experience and another reason to enjoy the journey through Terminal 1.” ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel and our WeChat Video platforms. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, spirits & wine distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. EPISODE 5In this episode, we stay with the house of Misaka. This time around Harry takes us up the premiumisation ladder, as he introduces Misaka 18 Years Old Pure Malt Mizunara Cask and its 21 Years sibling. Like its predecessor edition, Episode 5 was shot inside Harry’s acclaimed Mexican restaurant in Wan Chai, Hong Kong, El Gordo Tacos & Grill. EPISODE 6In this edition, our resident TREX Master Martin Moodie, chats with Rolls Wong, Retail Manager at Duty Zero by cdf, the spirits and wine duty-free retailer at Hong Kong International Airport. The subject of their discussion? An extraordinary single malt whisky from Highland Park in Orkney, Scotland, available only at Duty Zero by cdf. Just 575 bottles have been released. All only available through Duty Zero by cdf. Brands or retailers wishing to participate in the TREX Factor should contact Martin Moodie at Martin@MoodieDavittReport.com |
