Diageo and Edrington are the latest major Scotch producers to target the new duty-free shopping mecca of Hainan, China, with luxury branded outlets.
The Johnnie Walker experience further enhances the Johnnie Walker brand’s presence in Greater China. The brand’s luxury Johnnie Walker Blue Label variant is the focus.
With gifting playing a key role in Diageo’s recently announced category growth strategy, the Johnnie Walker space also offers a gifting station – providing personalised packaging.
The Singleton experience welcomes shoppers with its upscale urban feel and use of distillery-inspired wooden and copper materials. Here, shoppers can explore the range of single malts on display, including The Singleton of Glendullan portfolio alongside rare and collectible malts.
Diageo Global Travel managing director Eduardo Barp said: “We are working with customers to rebuild an industry that works for all stakeholders and delivers for our consumers. These new experiences support our ambitious category strategy and the growth pillars we identified – winning in gifting and encouraging flavour exploration, both of which are demonstrated through this exciting partnership with our partners Lagardère Travel Retail.”
Meanwhile, Edrington has unveiled a new shop-in-shop for The Macallan single malt in CDF Mall in Sanya, Hainan Island – the world’s largest duty-free retail venue. Delivered in partnership with China Duty Free Group (CDFG), the space is the second to be implemented by The Macallan on Hainan Island.
Located on the third floor of CDF Mall, the 34.6sq m shop-in-shop introduces The Macallan Concept No.3 – the third and final release in the travel-retail-exclusive Concept series. An in-store activation captures the graphic design elements featured on the expression’s packaging.
Concept No.3 is available exclusively in The Macallan Boutiques and Hainan duty-free locations throughout July, before rolling out to key airports in mainland China on 1 August.
The retail space in CDF Mall also offers a curated range of bottlings, including special and limited editions such as The Macallan Sherry Oak 18yo, The Macallan 25yo and The Macallan 30yo; several prestige expressions, including The Macallan Oscuro, The Macallan No.6 in Lalique and The Macallan M Decanter; and core travel-retail-exclusive range The Quest Collection.
A major landmark for the brand’s ambition and growth in China, the shop-in-shop follows the branded corner which opened at CDF Mall in autumn last year. Edrington Global Travel Retail regional managing director Jeremy Speirs said: “Enhancing The Macallan’s presence through outstanding retail spaces in key China duty-free locations supports our ongoing strategy to engage and recruit Chinese shoppers into the brand.”
