Diageo has launched a collectable limited edition bottle of Johnnie Walker Blue Label which will be available at a new brand home opened at Singapore Changi Airport.
This is the brand’s seventh so-called ‘whisky embassy’ with flagships in Shanghai, Beijing, Seoul and Chengdu, as well as Travel Retail spaces in the airports of Taipei and Mumbai. The new ‘Johnnie Walker House’ aims to share the heritage of the brand as well as an element of luxury with shows and exclusive experiences for ‘valued clients’. It features a shop, a bar, mentored tasting sessions and privileges for Johnnie Walker House members.The new “retail showcase”, found at Singapore Changi Airport in the flagship store of retailer DFS Group, is the seventh of its kind across the globe.
This will be the first Johnnie Walker House to hit South East Asia – so in celebration a limited edition bottling of Johnnie Walker Blue Label will be available for purchase. The bottle illustrates the brand’s historic journey from Scotland to Singapore, from when it was established in 1820 to the first time it was imported to Singapore in 1885.
For the first time in South-East Asia and Singapore, Johnnie Walker House Exclusive Collections will be available at retail, including John Walker & Sons Master Blenders Collection, Johnnie Walker Epic Dates Collection, Johnnie Walker Five Gods of Wealth Series and the Zodiac Collection.
Doug Bagley, managing director, of Diageo Global Travel and Middle East, said: “With global airport sales growing by more than 12 per cent every year since 2009, and the strategic location of Singapore Changi Airport as a travel hub, Johnnie Walker House Singapore is set to be a game-changer for the luxury spirits segment.
“We combine our revolutionary hospitality concept with our successful travel retail model – providing an enticing experience to modern luxury consumers during the ‘the golden hour’ before they board.”
The experience features a multi-sensory retail setting, by emitting the six flavour characteristics of Johnnie Walker Blue Label; “theatrical mentoring” sessions, led by brand ambassadors; a tasting bar offering whiskies from the brand’s Super Deluxe portfolio; and a whiskey wall dedicated to the “Art of Blending”.
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