ISRAEL. James Richardson has opened The Macallan VIP Lounge at its core category store at Tel Aviv Ben Gurion Airport. The project was conceived and implemented by FIX Wines & Spirits, which distributes The Macallan and other Edrington Group brands in the Middle East and North Africa.
The invitation-only lounge is The Macallan’s first such project at an airport. It features a bar, comfortable seating and display areas showing a selection of products from The Macallan portfolio including The 1824 Collection, Inspiration 1851, Master of Photography Annie Leibovitz Edition and Fine & Rare Vintages 1969, 1976 and 1989.
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The invitation-only bar is designed to cater to high-spending passengers from Russia, the US and Europe |
FIX Wines & Spirits Area Manager Florence Chevallier, who conceived the idea while passing through Ben Gurion Airport, said the lounge was intended to offer “an exclusive experience to high-end customers travelling to Russia, the US and European capital cities”.
Chevallier said: “James Richardson now has a more secluded and aesthetically pleasing environment where the discerning traveller can unwind and enjoy a perfect serving of his favourite single malt. We have raised the level of experience for VIP guests.”
The lounge, which was designed by Jordan Design, features a bar made from white Corian with gold leaf detail. LED lights are concealed in wooden shelves to give a warm, ambient atmosphere. It occupies space previously devoted to a range of fine wines, premium spirits and high-end cigars.
The lounge opened on 31 July.
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A selection from The Macallan’s portfolio is displayed in the lounge, including the travel retail exclusive 1824 Collection |
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The Macallan Brand Ambassador Patsy Christie celebrates the opening with James Richardson CEO Avi Ben Hur (right), FIX Wines & Spirits Area Manager Florence Chevallier (second from right) and James Richardson Tobacco & Spirits Commercial Manager Avi Hayoun (left) |
