INDIA. Pernod Ricard Global Travel Retail has unveiled The Malt Gallery with Delhi Duty Free at Indira Gandhi International Airport, showcasing a range of single malt whiskies from leading distilleries in Speyside, Scotland.
The exhibition, which is running throughout November and December, aims to help shoppers discover more about single malt Scotch whisky. It also offers the opportunity to purchase from a range of Pernod Ricard brands, with highlighted single malts including The Glenlivet, Aberlour and the Secret Speyside Collection.
The Malt Gallery is a new platform and activation from Pernod Ricard, available exclusively within global travel retail.
According to Pernod Ricard Global Travel Retail, each single malt Scotch whisky in the portfolio is “a piece of art in its own right”. “Each distillery sees the world of whisky from their own particular point of view, interpreting and manipulating humble ingredients to create dramatic masterpieces in their own unique style.” |
According to Pernod Ricard Global Travel Retail, the promotion is the first of its kind, with further locations planned across key airports. Each whisky featured in The Malt Gallery has been selected for the story it has to tell, with brand details brought to life through art and visuals to help connect consumers to the products in a more emotive way.
The 13.5sq m space, which takes inspiration from a contemporary art gallery design, offers two zones – Groundbreakers and Masterpieces – which are designed to allow shoppers to explore and celebrate different tastes, styles and brand stories.
Groundbreakers focuses on discovery, targeting customers who are new to the world of single malts and those who are looking to try something new. The zone highlights craft and flavour and showcases established single malts such as The Glenlivet and Aberlour.
Masterpieces caters to the whisky connoisseur, aiming to spark curiosity and to provide a more in-depth level of storytelling for shoppers who have a deeper knowledge of the category. Shoppers can explore a collection of prestigious single malts, including a new collection of rare single malts from ‘lost’ distilleries from Secret Speyside and rare expressions from The Glenlivet.
Brand stories are highlighted through animated content, poetry and soundscapes, with the aim to immerse shoppers in a sensory experience similar to that found in the distilleries.
Pernod Ricard Global Travel Retail Vice President of Marketing Liya Zhang said: “We are thrilled to be launching the first exhibition of The Malt Gallery for travellers at Delhi airport.
“We know that travellers are looking for new and different ways to explore single malts, and with so much choice it can often feel like a complex category.”
Zhang said the interactive activation aims to create an engaging shopping experience. “Taking inspiration from the art world, the Malt Gallery has been carefully curated to cater to everyone’s tastes. We believe there is a product for everyone regardless of where they are on their single malt journey and The Malt Gallery is the perfect place for travelling shoppers to discover more.”
Delhi Duty Free Services CEO Ashish Chopra commented: “We’re continually seeking to offer unique and engaging shopping experiences for our consumers that are aligned to their requirements and interests.
“We are seeing an increase in Indian shoppers’ interest in engaging immersive experiences, particularly in the malt category, so it is fantastic to see that the world premiere of The Malt Gallery exhibition is taking place at Delhi Duty Free and we are confident that our customers will enjoy the sensorial experience while learning more about the category.”
*Note: Look out for an interview with Pernod Ricard Global Travel Retail Chairman & CEO Mohit Lal and Vice President of Marketing Liya Zhang in coming days.
