Taiwanese duty free retailer Ever Rich has opened a stunning shop in-shop for John Dewar & Sons Fine Whisky at Taiwan Taoyuan International Airport.
The open-fronted store benefits from a prominent position adjacent to the concourse and attracts considerable footfall. However, it is the experience once inside that brings the personality of the whiskies to life as customers are immediately immersed in a John Dewar & Sons brand engagement unlike any outside of Scotland. Design cues play to the DEWAR’S brand original Scottish heritage, recreating the original Dewar’s wine and spirits merchants store with traditional-style wooden display cabinets and flooring, a vintage cash register. The lighting is enhanced by two backlit windows which appear to look out on to the Aberfeldy distillery and the surrounding heather-clad countryside; the physical and spiritual home of Dewar’s which, to this day, produces the Single Malt Whisky that lies at the heart of every DEWAR’S® blend.
Meanwhile, Brand Ambassadors engage with shoppers to guide them as they discover their preferred malts in the House of Dewar’s range of CRAIGELLACHIE, ABERFELDY, GLEN DEVERON and Dewar’s via tutored tastings using whisky staves, CRAIGELLACHIE serve demonstration that recreates the famous worm tubs. In-store gift services include bottle-neck wax dipping in the signature Dewar’s red wax.
Irving Holmes Wong, Regional Director Asia-Pacific and MEA, Bacardi Global Travel comments: “We are delighted with our first John Dewar & Sons Fine Whisky Emporium at scale, brought to life with a stunningly professional execution through our partnership with Ever Rich at Taiwan Taoyuan, a location we regard as one of the very best shop windows in Asia.
“I believe the high quality theatre inside the store is critical to its success, and we are witnessing how this positively impacts shoppers. They are definitely spending more time browsing to explore the Dewar’s range in detail, interacting with our brand ambassadors to learn more about the individual whiskies, their provenance and respond positively to the importance we place on age statements in both the single malts and Dewar’s aged blends. This authentic story-telling shopping experience helps create personal memories of their travels, and the resulting strong conversion levels are excellent.”
This is the first showcase for the DEWAR’S Emporium in Asia and signifies the importance of the Taiwanese market for quality blends and single malts. Bacardi believes there is strong potential for future growth in Taiwan due to the high proportion of shoppers at the second stage of luxury who are motivated by the discovery of rare, aged malts and blends featuring brand intrinsics such as age statements, great provenance and heritage. The lead brand is CRAIGELLACHIE with 13 YO and 19 YO variants featured.
Find Ever Rich stores and Dewar’s whiskies along your whole journey via www.dutyfreehunter.com
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