Pernod Ricard Global Travel Retail (PR GTR) has partnered with Heinemann Oceania and the Sydney Airport Corporation to create a permanent Whisky Emporium at Terminal 1. The launch comes at a timely moment, as international passenger traffic returns to strength and travellers increasingly seek out premium, experience-led retail moments before they fly.
Inspired by the pioneering emporium established in Aberdeen, Scotland by the Chivas Brothers in the 1930s, Pernod Ricard GTR, Heinemann and Sydney Airport have reimagined the Scotch whisky shopping experience, showcasing Chivas Regal, Royal Salute, The Glenlivet, Aberlour and Ballantine’s with a unique C-shaped shop-in-shop where dedicated zones for each brand feature prestige expressions and traveller exclusives, storytelling and product education. The Whisky Emporium taps directly into the growing appetite for considered, high-quality gifting and discovery in travel retail.
Built into the emporium’s counter space is an innovative one-of-its-kind mini conveyor belt, incorporating a central digital screen. More than a novelty or quirky reference to baggage carousels, it plays a key role in allowing the revolving display to align with key moments throughout the year such as Christmas or Lunar New Year and feature the latest or most exclusive products on offer at any given period.
At one end of the C-shaped installation, a dedicated Tasting Station invites travellers to explore the whisky portfolio at leisure, including GTR exclusives such as The Glenlivet Cask Master’s Collection 14, 16 and 19 Year Old, Aberlour Suthainn, 13 and 16 Double Charred, and Chivas Regal 18 Year Old Pauillac Cask Edition.
At the other end, a flexible Gifting Zone which will evolve with key gifting periods, shopper trends and seasonal occasions. To celebrate the launch, shoppers will receive a gift-wrapping kit with every purchase from the emporium, adding a personal finishing touch for loved ones back home.
Becky Holliday, Pernod Ricard Pacific Travel Retail Director, said: “The Whisky Emporium at Sydney Airport offers travellers a new way to explore Scotch whisky heritage, craftsmanship and flavour. Showcasing Chivas Regal alongside The Glenlivet and Aberlour, the space highlights Pernod Ricard’s whisky leadership and growing malt ambition. We’re delighted to bring this concept to life with Heinemann and Sydney Airport Corporation.”
Ranjith Menon, Regional Commercial Director at Heinemann Asia Pacific, commented: “Prestige spirits remain a key growth category for our international shoppers. The Whisky Emporium answers that trend directly – pairing an exceptional assortment with rich brand storytelling in a genuinely original retail setting. Together with Pernod Ricard Global Travel Retail and Sydney Airport, we’ve built a destination that raises the bar for the whisky category and gives travellers an experience worth stopping for.”
Gail Taylor, General Manager Retail at Sydney Airport, said: “We’re always looking for ways to make the airport experience more engaging and memorable for passengers, and the Whisky Emporium is a great example of that. It brings together premium products, storytelling and a sense of discovery in a way that feels distinctive to travel retail. For passengers, it means more choice, a more immersive shopping experience and another reason to enjoy the journey through T1.”
The Sydney Airport Whisky Emporium went live 4th September and was celebrated with a Grand Opening event with (pictured left to right) Rosi Fernandez, Managing Director at Heinemann Oceania, Becky Holliday, Pernod Ricard Pacific Travel Retail Director and Gail Taylor, General Manager Retail at Sydney Airport commemorating the opening with an official ribbon cutting.
