Bacardi Global Travel Retail has opened the doors to its world-first The Whisky Emporium, at Shenzhen Duty Free Mission Hills shopping complex in Hainan, to showcase its whisky portfolio. The shop focuses on Dewar’s as well as Royal Brackla, Aberfeldy, Craigellchie, Aultmore, and Glen Devron.
At the Bacardi Whisky Emporium, shoppers can take their time to plan their visit, pre-order purchases and book personal in-store experiences, including private tastings, product personalisation and gift presentations from the comfort and convenience of their own homes. Multi-sensory is also a key feature of the store, with a selection of vapor infusion jars and tutored tastings at the central bar to help consumers explore and discover their whisky of choice before they buy.
Future digital plans include partnerships with Ctrip, local hotels and golf resort destinations and live-streaming events.
In-store shoppers are invited to explore the portfolio, hosted by the team of whisky experts. The brands are displayed in illuminated showcase walls that also house interactive QR codes, which reveal videos plus unlock the stories behind the whiskies, their provenance and craftsmanship.
“The Whisky Emporium is the personification of our vision to reinvent travel retail as an omnichannel market,” explains Gaurav Joshi, Regional Director Asia Pacific, Bacardi Global Travel Retail. “Bacardi believes that multi-layered, digital engagement amplified along the extended travel journey, together with an exquisite in-store experience and disruptive innovation in whisky-making is the optimum strategy to maximise both the revenue and the brand-building potential with the Chinese whisky market. We are very grateful to Shenzhen Duty Free for their long-term partnership and we look forward to putting Mission Hills on the map as a premium whisky location.”
You Jiangwei, Chairman, Shenzhen Duty Free Group adds, “This is an important moment in the development of Shenzhen Duty Free at our new Mission Hills complex. We are delighted that Bacardi has chosen Mission Hills for The Whisky Emporium, its flagship whisky boutique and we welcome DEWAR’S and the single malts portfolio and the great choice and quality offered to SZDF shoppers. We thank Bacardi for their continued partnership in creating exciting initiatives like this.”
For more information, head over to Bacardi’s official website.