Scandlines BorderShop has partnered with William Grant & Sons Global Travel Retail to open a Glenfiddich shop-in-shop concept in Puttgarden.
The Glenfiddich Whisky Corner, which has its grand opening today, covers 100sq m and aims to raise the profile of all whiskies within the Germany-Denmark border store through the creation of a “sophisticated and elegant zone”.
It features wood furnishings, a combination of wall bays and gondolas, as well as a tasting area and a central bar signed “˜Discover the Perfect Whisky’.
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William Grant & Sons said the opening of the Glenfiddich Whisky Corner illustrated the importance of the Nordic region to the company |
William Grant & Sons’ exclusive Nordic distributor Hans Just A/S was also involved in the development of the concept, which was designed and built by HRG.
Scandlines BorderShop Category Manager Martin Olsen said: “This new Glenfiddich Whisky Corner provides an eye-catching, dedicated setting for customers, introducing a variety of premium, ultra-premium and rare whiskies to new customers whilst also engaging with existing aficionados.
“This new environment is part of our ongoing mission to upgrade the quality of our offer to customers, with a particular focus on our Swedish friends.”
Although Glenfiddich is the main focus of the area, other William Grant & Sons brands – including The Balvenie, Grant’s, Tullamore Dew and Monkey Shoulder – and brands from other producers are also offered. A Special Selection display in the area includes premium and travel retail exclusive presentations such as Glenfiddich Age of Discovery collection, The Balvenie 25 Year Old and Glenfiddich 21 Year Old.
“We are thrilled to have been able to work with Scandlines and Hans Just on the opening of this new Glenfiddich Whisky Corner,” said William Grant & Sons Director Europe Travel Retail André de Almeida.
“It is fantastic to be a part of a team dedicated to upgrading and improving the image of whisky in an interesting and engaging way for consumers – enabling them to experience, enjoy and hopefully buy. I must thank the teams at Scandlines and our distributor, Hans Just, for their great work.”
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