BEACON FOR RARE & EXCLUSIVE: DIAGEO OPENED WHISKY BOUTIQUE IN HAIKOU DUTY FREE COMPLEX
By Tony Zhu
Source: Diageo Global Travel
Global drinks giant Diageo has opened a whisky boutique at Haikou International Duty Free Shopping Complex in China’s Hainan island, showcasing its luxurious Scotch whisky portfolio.
The boutique features digital and physical displays which bring to life the many rare and exclusive liquids as well as a sampling station where customers can taste and understand more about which whiskies best appeal to their palate and taste profile.
“We are incredibly proud of this boutique, of its ambition for our luxury scotch portfolio and its quality. We know that it has a bright future as a beacon for rare and exclusive whisky gifting. This is a testament to the quality and craft, luxury and gifting that the liquids present,” said Andrew Cowan, managing director of Diageo Global Travel.
“This is not simply a hub for visitors to shop, but an experience like no other. A new way to connect and learn about brands in the most creative, captivating, and luxurious way,” he added.
There is also a gifting area for specialist packing, turning every whisky purchase into a bespoke gift.
The Haikou International Duty Free Shopping Complex is the world’s largest duty free mall and is a property of China Duty Free Group (CDFG).
As part of the opening ceremony on 28 March 2023, Diageo’s whisky experts hosted a Johnnie Walker Blue Label and Talisker dinner with the CDFG team including an immersive tasting and sampling of some of Diageo’s oldest and rarest scotch whiskies like Talisker 44 YO as well as Johnnie Walker 40 and 48 YO blends.
Diageo’s whisky boutique offers a dynamic new venue for malts and blended brands, underlining the importance of Hainan as a travel retail hotspot, particularly for the whisky category.
(the writer can be contacted at: firstname.lastname@example.org)
ALL RIGHTS RESERVED
**IF YOU THINK THE WINE CHRONICLE IS WORTH SUPPORTING, PLEASE MAKE A DONATION TO HELP US IMPROVE AND CONTINUE OUR WORK**
TRENDING│ FOCUS│ MISSION│ ABOUT US│ CONTACT