Moët Hennessy Travel Retail, in partnership with China Duty Free Group, has announced the unveiling of the first-ever Glenmorangie Wonder Boutique in China. Situated within the Malt & More Museum on Level 4 of the cdf Haikou International Duty-Free Shopping Complex, this new store marks a milestone in Glenmorangie’s presence in the region.
The retail space’s opening reinforces the strong collaboration between Moët Hennessy Travel Retail and China Duty Free Group, showcasing their shared commitment to offering sensory whisky experiences that captivate both Chinese whisky connoisseurs and curious travellers. Set to transform the whisky retail landscape, the Glenmorangie Wonder Boutique will deliver an unparalleled blend of whisky craftsmanship, immersive interactions, and digital engagement for today’s modern and discerning traveller, featuring the debut of the Glenmorangie Wonder Machine and a dedicated Selfie Spot showcasing the brand’s iconic life-sized giraffe emblem.
A Design Inspired by Craft and Heritage
Glenmorangie’s Whisky Creation Team, led by Dr Bill, are endlessly searching for new flavour possibilities. By intertwining their exploratory “What if…?” mindset with the world’s finest casks, Glenmorangie enhances the depth of flavors in its signature whiskies, inviting travelers to engage in a unique sensory journey. The Glenmorangie Wonder Boutique embodies this philosophy, serving as a multiple sensory experience that places guests at the heart of this experimental process. Crafted from oak and adorned in the brand’s signature orange hue, the 41-square-metre retail space’s design features Glenmorangie’s famous copper stills—the tallest in Scotland, comparable to the heigh of an adult giraffe. Thanks to an extended distillation process, a lighter, more delicate whisky is created, ideal for experimentation and exploration.
Whisky Discovery at Its Finest
Travellers visiting the store are invited to explore the world of Glenmorangie through a series of immersive experiences. Central to the space is the Glenmorangie Wonder Machine, which resembles a wondrous factory promising to spark the imaginations of whisky lovers old and new – and introduce each to a bottling which perfectly suits their taste. It combines advanced physical and digital technologies, inviting users into an engaging sensory environment. Users begin by selecting their whisky personality through a touchpad designed like a still. This is followed by inspirational videos matching their favourite facet of the Glenmorangie world.
Next, the machine animates with cogs and dials while users choose from six enticing scents crafted by Glenmorangie’s Master Blender Gillian Macdonald and perfumer Johanna Monange, including aromas like coffee and toffee. They can also explore six unique soundscapes that reflect the character of different whiskies, such as tropical island sounds for Glenmorangie 19 Years Old or campfire crackles for Glenmorangie Tribute. The Wonder Machine then analyses user preferences to recommend the ideal whisky from Glenmorangie’s travel retail range. Finally, users can experience the distinct aroma of their chosen single malt and are invited to taste its flavours at the boutique bar.
In addition, guests are encouraged to capture and share their whisky experiences on social media, with the dedicated Selfie Spot featuring Glenmorangie’s iconic life-sized giraffe emblem. Travellers can select their preferred digital frame via an iPad and pose for a photo with the giraffe’s head, with a camera cleverly positioned above to create a unique and memorable shot. This interactive photo opportunity adds to the excitement of the Wonder Boutique, sparking online buzz and creating lasting memories.
A Collection of Rare and Prestigious Whiskies
The Glenmorangie Wonder Boutique showcases an exceptional portfolio of rare and exclusive whiskies, including travel-retail exclusives and limited editions. Whisky enthusiasts can explore the Glenmorangie A Tale Of… series, alongside the Ardbeg Anthology collection and other limited bottlings. Highlights include:
• Glenmorangie Dr Bill Lumsden x Azuma Makoto 23 Years Old: A rare and extraordinary whisky created in collaboration between Glenmorangie’s Director of Whisky Creation, Dr Bill Lumsden, and renowned Japanese botanical artist Azuma Makoto.
• Glenmorangie Pommard Cask Finish: A 25-year-old whisky matured in prestigious Pommard red wine casks from Burgundy, France. Only 1,000 bottles of this exceptional whisky are available, exclusively in travel retail.
• Ardbeg Vintage Y2K: A unique 23-year-old whisky aged in Oloroso and Bourbon barrels, and the first release from a new series celebrating Ardbeg’s distillation history and modern innovation.
To celebrate the soft opening, travellers visiting the store can indulge in exclusive tasting experiences, including ice cream and neat tastings of travel-retail exclusive whiskies at the whisky museum’s bar. For the first time in Hainan, guests can enjoy Ardbeg-infused ice cream, highlighting the whisky’s distinctive notes and offering a unique twist on the traditional tasting experience. This allows whisky enthusiasts to experience the spirit in a refreshing format.
