Travel Retail Highlights 5

Powerful partnership reveals digital whisky e-boutique for travellers

In a major digital first for the channel, Diageo Global Travel this week announced a partnership with DFS Group and technology company Inflyter to launch an innovative digital whisky e-boutique for travellers across selected North American airports. Diageo is the first brand house to launch a branded digital boutique, housed in the Inflyter app mobile commerce platform. Travellers can explore the whisky category within the Johnnie Walker Boutique before they fly, make purchases and organise airport collections. DFS Group is also the first travel retailer to roll out this “cutting-edge” concept with Inflyter, which specialises in delivering digital duty free shopping experiences. The e-Boutique offering Diageo’s wide portfolio of single malt and blended whiskies is currently available in selected airports across North America – San Francisco International, JFK Terminal 4 and Los Angeles Tom Bradley International Terminal. The immersive shop-in-shop experience allows users to seamlessly browse products within their desired category and access relevant, engaging brand content to inspire their purchase. Shoppers can explore bestsellers and travel retail exclusives as well as browse and discover the history behind Diageo’s single malt and blended whiskies.

In addition to enriching product descriptions and brand history, customers are guided to their perfect whisky through flavour-led shopping and offered highball cocktail recipes along with recommended whiskies. The adaptive, mobile-optimised user interface provides a smooth experience across all iOS devices while innovative features such as interactive carousel sliders and expandable buttons allow users to seamlessly navigate through the store. Diageo Global Travel Managing Director Eduardo Barp said: “As part of Diageo’s category strategy, this platform will continue to enhance our growth pillars, including the ‘all-year gifting’ and ‘flavour exploration’ pillars in particular.” As the first boutique of its kind to host Diageo’s latest global scotch eCommerce asset suite, customers can easily navigate the luxury whisky portfolio.

DFS President Merchandising Christophe Marque, said: “At DFS we continually seek to innovate and elevate our customers’ shopping experience, and airports are a perfect environment to introduce new technology. “We are delighted to launch the first Diageo-DFS-Inflyter Whisky Boutique with our valued partners Diageo and Inflyter, providing travellers departing from Los Angeles, San Francisco and JFK Terminal 4 airports with a new way to conveniently select and purchase their favourite spirits before they travel.” Inflyter CEO Wassim Saade said: “We are extremely proud to have partnered and collaborated with Diageo and DFS to launch the first-of-its-kind mobile commerce whisky boutique on the Inflyter app. “With our ongoing investment in new digital duty free shopping experiences and retail media concepts, we were confident that our innovative fully branded boutique concept would be an attractive proposition to travel retailers and brands in offering a differentiated way to reach more travellers, showcase beyond a product assortment, and create the opportunity to deliver more integrated digital, mobile, in-store and in-airport experiences for their customers.” In July this year, JFKIAT, which operates New York John F. Kennedy International Airport Terminal 4, partnered with DFS Group and Inflyter to launch a branded digital marketplace for duty free shopping. In 2019, the global customer benefits and loyalty company Collinson announced a “significant” investment in Inflyter.

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The Moodie Davitt eZine Issue 302 | 22 October 2021

The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit and to subscribe, please e-mail

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