Diageo has been running a pop-up unit for the Blue Label expression of blended Scotch flagship Johnnie Walker this week, ahead of a wider Global Travel Retail roll-out.
The site, in Terminal 5 of London’s Heathrow (LHR) airport, commenced trading earlier this week and continues until Wednesday. Featuring a sampling bar with LCD back-wall, the pop-up also offers gift wrapping and personalised luggage tags for Johnnie Walker Blue Label.
The concept, which is being advertised across the airport, “will be activated in other key global airports throughout June, July and August”, Diageo said, although specific locations were not disclosed.
The wider Johnnie Walker brand will be the subject of two ‘shop-in-shops’ in LHR’s Terminals 2 and 3 in the coming weeks, according to the group.
Earlier this week, Diageo released details of the eight bottlings that comprise this year’s series of Prima & Ultima single malts.
Putting the shopper at the heart of Global Travel Retail plans
