Diageo and China Duty Free Group create immersive retail experience

Diageo Global Travel recently underlined its commitment to the burgeoning offshore duty free sector in Hainan by opening a striking Johnnie Walker pop-up store with China Duty Free Group (CDFG) at the Sanya International Duty Free Shopping Complex in Haitang Bay. The “immersive retail experience” is the first spirits pop-up of its kind in the Building B first floor location. It remains open throughout June. The beautifully designed store offer leans heavily on luxury spirits from the Johnnie Walker range, including Johnnie Walker Blue Label, along with exclusive limited editions from the wider Diageo portfolio. This includes a series of single malts curated by Master Blender Dr. Craig Wilson, in a collection that explores unusual age points and experimental maturation techniques. Guests can also explore the range of Scotch whiskies through interactive storytelling stations, and can enjoy a whisky cocktail from brand ambassadors in the pop-up. It also offers special experiences to guests that include an interactive photo booth and gifting station, with the chance to personalise purchases. Diageo Global Travel Managing Director Eduardo Barp said: “We are very excited to bring our partnership with CDFG to life through this engaging and immersive retail experience. The pop-up gives consumers a special opportunity to explore our range of rare and luxurious whiskies, a first for the spirits category in this particular space. We can’t wait to explore further opportunities with CDFG in the future and to grow our offering in Hainan to meet shopper expectations.”