Pernod Ricard has extended the “virtual experience” platform for its blended Scotch brand, Royal Salute, to the Global Travel Retail channel in Singapore.
‘The Kingdom Club‘, which debuted in Korea in April, will be opened up to passengers travelling through Singapore’s Changi Airport from this month. The site, which can be “customised with key retail partners”, invites consumers to learn more about the brand and its portfolio as well as make purchases for collection on arrival at Changi.
Among the blended malt’s expressions available on the site is the Changi-exclusive 21 Year Old The Signature Blend Singapore Edition, which retails at the airport for SGD292 (US$210).
According to Pernod Ricard GTR’s VP of marketing, Liya Zhang, “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”.
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