Diageo Global Travel is inviting passengers to enter the luxury world of Johnnie Walker whisky in its new permanent ‘shop-in-shop’ concept within the World Duty Free store at Heathrow, Terminal 2.
The stunning retail experience brings to life the iconic Scotch’s full portfolio, as well as rare liquids and gifting offerings, allowing travellers to explore a new world of Johnnie Walker in a digital and physical reality.
A spectacular LED display entices and engages travellers, drawing them into the new retail space to begin their immersive Scotch experience, through both a digital and physical experience, guided by an expert brand ambassador. Inside, a luxury wall bay features a striking Johnnie Walker Blue Label display area, and the ultimate in personalised gifting, with the opportunity to monogram a leather Johnnie Walker Blue Label luggage tag with purchase.
A ‘Whisky Explorer’ zone, complete with an oversized interactive digital screen, enables shoppers to personally navigate interactive Scotch content and learn more about how Johnnie Walker whiskies are crafted from the unparalleled Johnnie Walker reserves of nearly 10 million aging casks across Scotland.
The shop also features a gifting and tasting station that offers shoppers unique personalisation touches, including not only the on-site monogramming but also gift wrapping to ensure Johnnie Walker is presented as the perfect gift to give or enjoy.
A selection of other whiskies from Johnnie Walker, the world’s number one Scotch whisky brand in travel retail,[1] are also on display, allowing consumers to explore the full Johnnie Walker portfolio.
Commenting on the new space Andrew Cowan, Managing Director, Diageo Global Travel, said: “We are looking forward to rolling out the new Johnnie Walker brand world across travel retail. It is really exciting to open our first shop-in-shop in this new, more dynamic and immersive format. Alongside our partners at Heathrow and World Duty Free, we are working to offer our shoppers something unique, more luxurious, more engaging and more visual. The new shop-in-shops will bring to life the craft and versatility of our Scotch, providing passengers something personal for themselves or for loved ones to enjoy.”
Julie Bramham, Global Brand Director of Johnnie Walker, added: “This new concept ‘shop-in-shop’ is designed with the shopper at the centre of everything, in order to facilitate exploration of the full Johnnie Walker range. With this new retail space, we are delivering an amazing brand experience with different ways to interact with Johnnie Walker; from unassisted exploration via interactive content to high-end service from our brand ambassadors, as well as bespoke personalisation and gifting options.”
Eve Fifer, Commercial Director for the UK at World Duty Free, said: “A consistent focus for our business is to deliver engaging and unique experiences in our stores for our customers, and this exciting new ‘shop-in-shop’ concept for a truly iconic brand does just that. We are proud to have been able to work closely with our partners at Diageo Global Travel once again, to deliver this striking and interactive retail space which really brings the brand to life.”
Fraser Brown, Retail & Property Director at Heathrow Airport, added: “I am thrilled that we are launching a new, dedicated Scotch experience, so our shoppers can explore the luxury world of an iconic brand such as Johnnie Walker, particularly ahead of their summer getaways. We are committed to offering our shoppers these unique experiences whilst also educating them on responsible drinking, to ensure everyone has a great journey through Heathrow.”
