From March until the end of June, a multi-sensory Johnnie Walker Blue Label boutique will be available to passengers travelling through the Terminal 2 Departures concourse of Taoyuan Airport, Taipei.

 

One of only two in the world, the activation follows the success of similar pop-ups at Charles de Gaulle Airport in Paris and Johannesburg International Airport in South Africa last year.

 

The boutique offers a unique and superior travel retail shopping experience, says the brand, and enables travellers to fully immerse themselves in the heritage and rarity of Johnnie Walker Blue Label.

 

On first entering the space, scents of honey and citrus fruits fill the air and brand ambassadors are on hand to guide travellers through the flavours at the tasting bar. The story of the rare casks is told on a striking wall of oak barrels.

 

Having the largest reserves of Scotch whisky in the world, only one in 10,000 of these casks drawn from the four corners of Scotland contain whiskies of sufficient character to produce the smooth signature taste of Blue Label, explains the brand.

 

Another wall focuses on craftsmanship, telling the story of the unbroken lineage of master blenders which stretches back almost 200 years.

 

At the centre of the installation a video animation describes the character of the liquid, its similarity to a traditional 19th century blend – 1867 Old Highland Whisky – and demonstrates the production process that results in strictly limited quantities.

 

Any bottle of Johnnie Walker Blue Label purchased in the adjacent travel retail unit can be engraved with a personal message, free of charge, as a momento of their visit.

 

Peter Fairbrother, Global Marketing Director, Diageo Global Travel and Middle East, comments, “Our aim is to provide shoppers with an extraordinary retail experience – a space which sets Johnnie Walker apart and offers travellers a true 360° experience with the brand.

 

“This luxury boutique and the recent launch of our pioneering Johnnie Walker House at Taoyuan Airport is testament to our focus and commitment to innovation in travel retail in this region.”