Johnnie Walker, the largest Scotch whisky brand in the world, has revealed a stunning new retail design concept for duty-free shops around the world – starting at London’s Heathrow airport T5.
The striking new design concept is part of a wider global investment to celebrate the origins of the Johnnie Walker legacy within the brand’s retail visibility. Diageo GT (owner’s of Johnnie Walker) say they will be working with global partners to revamp the brand’s permanent visibility across airport terminals worldwide.
This exciting new venture begins in Heathrow Airport, where Diageo GT has worked in conjunction with Dufry Group to unveil a striking new retail design in the World of Whiskies store, located in Terminal 5.
The new brand look celebrates the origins of the Johnnie Walker legacy by bringing the brand’s heritage to life. The design is inspired by John Walker’s grocery shop in Kilmarnock, Scotland, where he began blending and selling his whiskies back in the 19th century. The retail concept is a depiction of what the grocery shop would look like in today’s modern world.
Dayalan Nayager, Managing Director, Diageo Global Travel, said: “I would like to thank our partners at Dufry and Heathrow Airport for this collaboration. We are thrilled to start the roll out of our new retail concept at Heathrow’s Terminal 5. Heathrow Airport is one of the largest international hubs in Europe, with 78 million people passing through the airport in 2017 alone, with nearly half (over 40%) of those passing through Terminal 5**. The new design comes as part of a global roll out, with Diageo GT and Johnnie Walker set to invest heavily in travel retail. We are confident travellers will enjoy this new shopping experience that explores the history and pioneering spirit of this much-loved brand.”
The striking installation features an exquisite liquid library with easy-access open drawer displays and an interactive digital experience for shoppers to explore, bringing to life modern story telling with traditional nods that embrace the heritage of the brand.
There are useful pointers about the liquid and its quality taste credentials including award wins and a segment which features travellers’ favourite Johnnie Walker whiskies. Hanging navigation cues directs travellers throughout the experience, offering them an engaging and educating experience, to help them purchase the right gift for themselves or loved one with ease.
Travellers can explore and purchase from the full range of Johnnie Walker whiskies, including the iconic deluxe blend of Johnnie Walker Black Label, right the way up to the opulent and regal John Walker & Sons King George V.
John Williams, Global Director of Johnnie Walker, added: “This new retail design concept is part of our wider global strategy to celebrate the origins of the Johnnie Walker legacy in a fresh and contemporary way. We are striding forward and engaging with a new generation of whisky drinkers and I’m delighted to see the brand’s iconic heritage being brought to life this way. It’s important to us that travellers discover whisky in a range of different ways that helps them decide, according to their shopping needs.”
David de Miguel, Global Category Head of Liquor, Dufry, added: “We are always looking to enhance the shopping experience in our airport outlets, giving consumers increasingly tangible experiences of the brands we sell. This partnership demonstrates this commitment and will be a real stand-out moment for passengers passing through our store in Heathrow’s Terminal 5 or any of our other stores.”
The new Johnnie Walker retail concept is now open to travellers in Heathrow’s Terminal 5 and will be rolled out to all airports across the world.
Copyright The Duty Free Hunter 2019