The role out of What’s Your Whisky? (WYW) continues in Global Travel, arriving at Lagardere’s Paris Orly retail experience earlier this year.

The Diageo Global Travel team are introducing the AI tool to global travel retail to assist with shopper engagement and understanding of the vibrant and sizeable Scotch category. Orly is the fourth airport to launch this year and the biggest activation to date as they launch their very own WYW standalone store on the way to the duty-free store, with the message to ‘find your flavour’ throughout the space.

Whisky is a huge category within spirits airside in Paris and experience and research shows that flavour is the No.1 decision making influence when consumers are looking to buy. When the What’s Your Whisky tool is in store it supports the flavour exploration and boosts dwell time. It is the ultimate mechanic to help consumers learn about and navigate the whisky category in a new and simple way.

What’s Your Whisky enables shoppers to explore whisky types according to their own flavour profile, leading to options around four profiles – from sweet and spicy to smoky and fruity. Once the flavour profile is landed upon the consumer can then explore and purchase in store to match their unique palate, its quick, fun, and easy. From the Speyside to Islay, malts are mapped out for consumers.

Commenting on the new Paris-Orly Store, Nick Cook, Managing Director of Diageo Global Travel Europe and Americas said: “The tool in Orly has over recent months shown its ability to boost the category – driving footfall into the store as a disruptive means of engagement, and crucially recruiting new shoppers to the category – particularly in the 18-30 year old range. It drives purchase, following the flavour discovery and helps with shop staff knowledge and understanding with each questionnaire completed. More than 30% of consumers make a purchase having completed the quiz and over 60% with a brand they have never bought before.”

Victoire Gueugnier, of Lagardere added: “We are excited to open the What’s Your Whisky? Store in Orly. This store offers passengers a new way of choosing their whisky. It is great to have new and exciting concepts like this creating a memorable experience for the passengers.”

The Paris-Orly What’s Your Whisky? Store is open now.