In a first for Colombia and the Americas region, Diageo Global Travel and Middle East (GTME) and Duty Free Americas, have opened an exclusive Diageo store in the International Arrivals concourse of El Dorado International Airport in Bogota.

 

The store is the first Diageo exclusive retail shop in the region and was opened officially by Doug Bagley, Managing Director of Diageo GTME with Matthieu Comard, Vice President of Diageo GTME Western and Leon Falic, President of Duty Free Americas, at a special launch event.

 

Diageo says it used market and passenger trend analysis for travellers in the region, to build a store, which reflects their preferences, and creates a personalised shopping experience.

 

Staying true to what was revealed in their analysis, the store offers local favourite whiskies and rums which occupy stand-out wall bays, “glorified by impactful video screens showcasing Diageo’s leading brands” such as Johnnie Walker, Buchanan’s, Old Parr and Zacapa.

 

 

Other Diageo brands will be stocked in a central gondola with a tasting area, which Diageo will use to highlight travel retail exclusives and the latest innovations. Diageo is particularly keen to promote the Johnnie Walker Explorers’ Club Collection, Smirnoff White, and the recently launched Haig Club Single Grain Scotch Whisky in partnership with David Beckham.

 

Doug Bagley, Managing Director, Diageo Global Travel and Middle East, said: “The opening of this Diageo-exclusive store in El Dorado International Airport is a shining example of the strength of our commitment to personalisation and transforming the shopper experience in travel retail. The creation of such a unique proposition is testament to the strong and successful partnership we have developed with Duty Free Americas over the years.

 

“As partners, we are like-minded in our approach and determination to offer game-changing experiences for travellers. We believe that this unique proposition is an incredible opportunity to drive growth for both Diageo and Duty Free Americas in this key travel hub.”

 

Leon Falic, President, Duty Free Americas, added: “As the biggest duty free operator in the Americas, DFA is delighted to partner with the largest producer of spirits in the world to create this unique Diageo exclusive retail store.

 

“We believe that this store, the first of its kind in this region, sets us apart from other duty free operators. Through this joint effort, we will be offering one of the widest portfolios of world class spirits brands under one roof.”

 

DFA operates a number of core duty free concessions at El Dorado Airport and other airports in Colombia – such as Gustavo Rojas Pinilla International Airport (San Andres Isla) and Jose Maria Cordova International Airport in Medellin – for fragrances, confectionery and liquor.

 

The Diageo store at El Dorado Airport opened on 13th November 2014 in the International Arrivals concourse and is open from 05:00 to 03:00 daily.