John Dewar & Sons Fine Whisky Emporium has opened at Singapore Changi Airport \u2013 hosted by duty-free retailer DFS Group this new interpretation of the Emporium is a first of its kind in Asia Pacific.<\/p>\n
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Located in the Terminal 2 Wines & Spirits Duplex store, the Emporium was designed to attract millennial consumers with a storytelling installation.<\/p>\n
The opening of the concept coincided with the DFS Whiskey Festival, which took place in June, when brand ambassador Euan Auld led tutored tastings.<\/p>\n
The two-month pop-up sees shoppers explore flavour profiles of the Dewar\u2019s portfolio through vapour samplings, and taste the range from ceramic egg cups presented on a wooden stave.<\/p>\n
Showcased expressions include Dewar\u2019s 15 Year Old, Dewar\u2019s 18 Year Old, Craigellachie 13 Year Old, Royal Brackla 12 Year Old, Royal Brackla 16 Year Old and Royal Brackla 21 Year Old.<\/p>\n
Above the Fountain Bar in the Duplex Store, Dewar\u2019s 18 Year Old is featured as a principal visual as part of a distillery-quality, copper piping display to communicate the production behind the whisky.<\/p>\n
\u201cIt\u2019s exciting to be one of the first markets to launch this new interpretation which engages shoppers with the whisky category in a radically new and intriguing way,\u201d said Vinay Golikeri, regional director, Asia Pacific & Middle East Africa, Bacardi GTR.<\/p>\n
\u201cChangi is a key airport for us to reach millennials and stage 2 luxury shoppers in the region. We are introducing them to the originality and fun of the Dewar\u2019s family and delivering penetration and trade-up as they explore the versatility of the range.\u201d<\/p>\n
Brooke Supernaw DFS Group senior vice president for spirits, wine, tobacco, food and gifts, added: \u201cWe\u2019re proud to partner with Dewar\u2019s to enhance our in-store experience at DFS, Singapore Changi Airport and bring travellers John Dewar & Sons Fine Whisky Emporium exclusively in Asia.\u201d<\/p>\n