Diageo Global Travel, in partnership with Shen Zhen Duty Free (SZDF), has launched a brand-new Johnnie Walker boutique in Haikou, Hainan.

The stunning boutique is located in China’s key travel retail destination, Hainan – one of the most exciting locations in the world for spirits producers right now. Consumers in Hainan are increasingly embracing luxury international-style spirits – particularly Scotch whisky – as well as immersive shopping experiences.

Shoppers can browse the extensive portfolio of the world’s no.1 Scotch whisky brand*, Johnnie Walker. This includes the boutique’s hero product, Johnnie Walker Blue Label, a velvety smooth luxury blend from hand-selected rare Scotch Whiskies with a remarkable depth of flavour.

Alongside the Johnnie Walker range, the prestigious Rare & Exceptional collection will also be available to purchase in-store. This includes the extraordinary The Singleton of Glen Ord 42-year-old, Port Ellen 40 year old – 9 Rogue Casks and Johnnie Walker Master’s Ruby Reserve 40 Year Old.

The Johnnie Walker boutique also includes a range of top-class experiences that cater to the Hainan consumer. This includes private tasting areas with cutting-edge technologies, allowing consumers to sample exceptional products from the portfolio and receive the ultimate tasting experience. Shoppers can also access a dedicated gifting corner with options for personalising and engraving bottles or customise gift bags.

Commenting on the store opening, Sandra Tassilly, Head of Commercial – APAC and MENA at Diageo Global Travel said: “We’re excited to celebrate the launch of our first Johnnie Walker boutique in partnership with Shen Zhen Duty Free. This store will enable us to continue driving growth of the spirits category in China and provide high-end, luxury options for shoppers on the island of Hainan.”

The grand opening of the store took place in Haikou Mission Hills, Hainan on Saturday 30th October, with a ribbon cutting ceremony and celebratory lion dance. Jeff Lin, Digital Commerce and New Retail Director, Diageo China, attended the event to unveil the new store and welcome customers to Johnnie Walker and Baileys tastings, with luxury gift collections provided to attendees on departure.

Speaking about the launch, Jeff Lin said: “I’m delighted that in partnership with Shen Zhen Duty Free, Diageo has launched its first Johnnie Walker boutique store in one of the most important locations in the world for the spirits industry right now. Through the opening of the store, Diageo Global Travel is continuing to drive forward its ambitious category strategy by providing specific products and activations relevant to spirits shoppers. We look forward to delighting consumers with a range of remarkable experiences and to continue to build awareness around the category.”

In addition to the boutique opening, Diageo is also collaborating with SZDF on a number of digital initiatives, including being the first liquor company to launch a dedicated e-commerce Whisky e-boutique on SZDF’s WeChat Mini Program.

The Diageo Whisky e-boutique is scheduled to launch in November, featuring an extensive Single Malt and Blended Scotch Whisky portfolio including Johnnie Walker, Singleton, and Talisker. Shoppers can seamlessly discover the latest exclusive offerings, collections, and browse by brands, bestsellers, and travel retail exclusives to inspire their purchase.

Customers can now experience the beautiful Johnnie Walker boutique themselves from 30th October at Haikou Mission Hills, Hainan.

*IWSR 2020