Diageo Global Travel has partnered with leading luxury travel retailer DFS Group and travel retail company Inflyter to launch an innovative digital whisky e-boutique for travellers in selected North American airports.

Housed in the Inflyter app, Diageo is the first to launch a branded digital boutique on this mobile commerce platform. Travellers can explore the whisky category on the Johnnie Walker Boutique before they fly, make purchases and organise airport collections.

DFS Group is also the first travel retailer to roll out this cutting-edge concept with Inflyter, which specialises in delivering digital duty free shopping experiences. The e-Boutique offering Diageo’s wide portfolio of Single Malt and Blended Whiskies is currently available in selected airports across North America – San Francisco International, JFK Terminal 4 and Los Angeles Tom Bradley Terminal.

The immersive shop-in-shop experience allows users to seamlessly browse products within their desired category and access relevant, engaging brand content to inspire their purchase. Shoppers can explore bestsellers and travel retail exclusives as well as browse and discover the unique history behind Diageo’s Single Malt and Blended Whiskies.

In addition to enriching product descriptions and brand history, customers are guided to their perfect whisky through flavour-led shopping and offered delicious highball cocktail recipes along with recommended whiskies. The adaptive, mobile-optimised user interface provides a smooth experience across all iOS devices while innovative features such as interactive carousel sliders and expandable buttons allow users to seamlessly navigate through the store.

Eduardo Barp, Managing Director at Diageo Global Travel, said: “I’m delighted that in conjunction with DFS Group and Inflyter, Diageo Global Travel has been able to collaborate in the creation and launch of a dedicated whisky e-Boutique in locations across North America. We’re proud to have developed an accessible and enjoyable way for travellers to make purchases and explore the category.

“As part of Diageo’s category strategy, this platform will continue to enhance our growth pillars, including the ‘all-year gifting’ and ‘flavour exploration’ pillars in particular.”

As the first boutique of its kind to host Diageo’s latest Global Scotch eCommerce asset suite, customers can effortlessly navigate the luxury whisky portfolio.

Commenting on the launch, Christophe Marque, DFS President Merchandising said: “At DFS we continually seek to innovate and elevate our customers’ shopping experience, and airports are a perfect environment to introduce new technology.

“We are delighted to launch the first Diageo-DFS-Inflyter Whisky Boutique with our valued partners Diageo and Inflyter, providing travellers departing from Los Angeles, San Francisco and JFK Terminal 4 airports with a new way to conveniently select and purchase their favourite spirits before they travel.”

Speaking about the e-Boutique, Wassim Saade, CEO of Inflyter, said: “We are extremely proud to have partnered and collaborated with Diageo and DFS to launch the first-of-its-kind mobile commerce whisky boutique on the Inflyer app.

“With our ongoing investment in new digital duty free shopping experiences and retail media concepts, we were confident that our innovative fully branded boutique concept would be an attractive proposition to travel retailers and brands in offering a differentiated way to reach more travellers, showcase beyond a product assortment, and create the opportunity to deliver more integrated digital, mobile, in-store and in-airport experiences for their customers.”

Download the Inflyter app today and explore Diageo’s Johnnie Walker Boutique today in DFS Group’s selected North America locations.