Pernod Ricard Global Travel Retail (PR GTR) has launched a new virtual experience for duty-free shoppers. The Kingdom Club, a new online portal, transports visitors into a visually enchanting fantasy world where they can explore and discover Royal Salute’s blends and ranges, find gifts for all occasions, and unlock cocktail recipes.

The virtual experience has been developed exclusively for the duty-free channel and customised with key retail partners. Launched in April 2022 with Lotte Korea, it will be followed by Changi Airport Group in June 2022, with others to follow.

Shoppers can explore three themed rooms – The Secret Bar, The Club Gallery, and The Kingdom Vault – to immerse themselves in Royal Salute’s world and learn more about 21YO The Signature Blend, or 25YO travel exclusive The Treasured Blend, as well as limited editions such as Polo Estancia, and Changi exclusive Singapore Limited Edition. The experience also spotlights 32YO The Precious Jewel, a travel exclusive made from the rarest whiskies from different regions of Scotland, and 62 Gun Salute, a limited edition ultra-premium blend named for the 62-gun salute fired for royal anniversaries.

Orders can be placed through The Kingdom Club, for shoppers to collect when they arrive at the airport.

 

Liya Zhang, Vice President of Marketing, PR GTR commented: “The shopper journey starts long before a traveller arrives at the airport. Pre-trip digital discovery is playing an increasingly influential role in the airport retail shopping journey, with a 5% rise in travellers expected to purchase alcohol online in the channel compared to pre pandemic levels. We’re really excited to be launching this experience with Royal Salute, which brings the brand and its expressions to life for the shopper, to inspire them to continue their journey by visiting immersive activations once they are in store.”

SK Lee, Vice President and Head of Merchandising Group, Lotte Duty Free said: “I’m excited that Lotte has worked so closely with Pernod Ricard to come up with such a strong digital virtual experience for Royal Salute – the very first in the travel retail market. As Lotte Duty Free continues to drive enhanced digital experiences for our customers, we look forward to keeping the momentum going on future digital projects with Pernod Ricard.”