“This is a new chapter for The Macallan as we seek to perfect our retail vision for the future.”
That’s how Edrington Global Travel Retail Managing Director, Europe, Middle East & Africa Travel Retail Jeremy Speirs described the official opening of The Macallan Boutique in London Heathrow Airport Terminal 5 today (11 September).
As reported, the new store was soft opened in July. It is the first standalone travel retail boutique for The Macallan in Europe, and the third globally [the other two are located at Dubai International and Taiwan Taoyuan International airports].
“I have two words to describe the store: absolutely stunning” – Dufry CEO for UK and Northern Europe Fred Creighton
“Storytelling and consumer engagement are part of The Macallan’s DNA, and with the boutiques we are taking that storytelling to a new level,” said Speirs. “There will be a significant level of investment in the brand in the next five years.”
The boutique takes inspiration from The Macallan’s new distillery on Speyside and aims to bring aspects of it to life in the terminal. “It is a home from home,” said Speirs. “It is about bringing [the distillery and its story] to a wider audience and exciting and engaging consumers. We are extending the narrative of what the brand is about.”
“This store delivers a fantastic experience. It makes intelligent use of space to deliver a digital experience that brings the distillery to the airport. Online retail cannot give people this kind of experience; to be educational and to engage people.”– Heathrow Airport Retail Director Fraser Brown
A signature oak lattice centrepiece evokes the distillery roof, while other elements reference its oak casks, copper stills and wooden features. A prestige wall at the boutique highlights rare and valuable expressions and emulates a showcase room at the distillery. It represents the “pinnacle of the brand”, according to Speirs.
Edrington partnered with Dufry for the launch. Dufry CEO for UK and Northern Europe Fred Creighton said the Heathrow store came about after a meeting at the TFWA World Exhibition in Cannes two years ago, in which Dufry challenged The Macallan to “come up with something that was stunning for us and for the airport”.
At today’s launch, he commented: “I have two words [to describe the store]: absolutely stunning. The concept has been brought to life and is a great example of what can be delivered in a true partnership.
“We have worked in a collaborative way to bring together what is a fabulous experience, and created another jewel in the crown [at Heathrow]. So far, customers love it and they’re spending the money.” It is no surprise then that Dufry has set similar challenges to other brands. “We want to be leaders not followers,” Creighton said.
Another key partner is the airport itself. Heathrow Retail Director Fraser Brown noted that The Macallan boutique was an excellent example of a continuing drive to bring experiential retail to the fore at the airport.
“The role of an airport is to be a window to the world for all,” he said. “This store delivers a fantastic experience and has the ability to engage travelling passengers.
“It makes intelligent use of space to deliver a digital experience that brings the distillery to the airport. Online retail cannot give people this kind of experience; to be educational and to engage people.
“Experiences have always been a key part of travel retail but we are now talking about that being much higher up the agenda.”
Place, partnerships, people and product
Edrington’s Speirs noted that there were four ‘Ps’ involved in creating the new boutique: place, partnerships, people and product.
He said Heathrow was the “number one place we want to be” in Europe, not only because it is the top airport for traffic but also because it serves the “consumers we want to reach”. He said: “There is plenty for whisky connoisseurs but there is also something here for everybody; we are taking the distillery to a wider audience.”
Dufry’s Creighton noted that as the boutique is positioned at the upper end of the luxury scale, it delivers a product offer and a store environment that consumers in this market segment want. He also highlighted the boutique’s location at the airport – near to other luxury brands such as Harrods. Speirs said brands like this “are our peers and who we associate ourselves with”.
The shared vision of who the store should target as well as what it should look like and offer is at the heart of the second ‘P’ – partnerships. In true Trinity spirit, airport, retailer and brand are aligned in how they see the boutique.
As Speirs pointed out, such a boutique would only be viable where these partnerships are working. Edrington will be selective in where it rolls out the boutique concept, with a shortlist of five to eight possible locations over coming years.
“Our analysis entails looking at who we want to be targeting and where the brand is strong,” said Speirs. “We want to grow the brand in certain markets too, like China. The boutiques are about showcasing what the brand is about and reaching new customers who might buy at a later stage.”
A key part of the store experience is the interaction between customers and front line staff. “We handpicked staff for the boutique,” explained Speirs. “They create experiences rather than sell products, and have immersed themselves in the brand and its DNA.”
The product offer is the final, though ultimately key, piece of the puzzle. The prestige wall provides a range of discussion starters as well as offering an engaging look at rarities in The Macallan range. Highlights in the store’s collection include The Macallan 72 Years Old in Lalique – The Genesis Decanter, The Macallan Folio 5 and expressions from The Macallan Exceptional Single Cask collection.
The official opening event concluded with a tasting session hosted by The Macallan Whisky Maker Polly Logan [or rather a nosing, due to new regulations at Heathrow]. Logan highlighted The Macallan Boutique Collection, a release that is exclusive to The Macallan boutiques around the world.
