SOUTH KOREA. The Shilla Duty Free today opened its flagship liquor store at Incheon International Airport Terminal 2.
The 316sq m shop, located in T2’s west wing, is the airport’s sole specialised liquor flagship store, the Hotel Shilla-owned travel retailer said.
The Shilla Duty Free said a key feature of flagship stores is their larger floor space compared to regular shops, allowing for a more extensive product inventory.
In this case, the flagship showcases 11 brands, including Ardbeg, Ballantine’s, Chivas Regal, Glenfiddich, Johnnie Walker, Royal Salute, Shui Jing Fang and The Balvenie.
They are joined by Moët Hennessy-owned Glenmorangie and Hennessy, which are offering tasting experiences of their signature products, encouraging customers to engage with the brands.
Additionally, Wildmoor from William Grant & Sons is making its Korean debut exclusively with The Shilla Duty Free.
The Shilla Duty Free is launching various promotions to commemorate the opening. Selected products are being discounted by up to -30% and customers receive complimentary gifts such as wine glasses, coasters and travel bags based on their purchase amount.
Additional brand-specific promotions are also underway. The Balvenie offers gifts that blend Korean traditional culture with purchases, while brandowner William Grant & Sons will conduct a drawing for dinner invitations to The Balvenie pop-up store event in Seongsu-dong, Seoul this August for purchases over US$1,000.
In related news, The Shilla Duty Free is also hosting an array of customer events to celebrate the first anniversary of its new Incheon International Airport concessions.
As reported, the travel retail began two key ten-year contracts on 1 July 2023. One (DF1) is a 17-store, 4,258sq m contract covering liquor & tobacco and fragrances & cosmetics. The other (DF3) involves 12 fashion and luxury stores over some 4,709sq m of space.
The anniversary activities, running until 31 July, include a Lucky Roulette event offering up to KRW1 million (US$725) in prepaid card benefits for those who verify their Incheon store purchases.
Additionally, an US$8 point gift is on offer for anyone visiting the Incheon Airport store’s information desk (usable on purchases over US$10).
A Shilla bear keyring gift is available for cosmetics and perfume purchases of US$150 or more, or combined purchases of US$100 or more from two or more brands at the Incheon Airport store. ✈
