Diageo Global Travel, in partnership with China Duty Free Group has opened a new Johnnie Walker pop-up store in the Haitang Bay International Shopping Complex on Hainan island.

Situated on the first floor of Building B, the pop-up store will remain open until the end of June 2021.

According to Diageo, the immersive retail experience is the first spirits pop-up of its kind in this Building B location and aims to unlock the Scotch whisky potential in Hainan with specially selected available brands. 

The pop-up boasts Johnnie Walker products including the Johnnie Walker Blue Label, a blended Scotch crafted using rare, hand-selected whiskies.

Shoppers can also explore exclusive limited editions from the wider Diageo portfolio, including malts curated by master Blender Dr Craig Wilson. These expressions are single malt whiskies drawn from some of Scotland’s most interesting distilleries and Diageo says that each expression is selected to bring a taste of Scotland to every enthusiast’s home.

UNUSUAL AGE POINTS

The collection explores unusual age points and experimental maturation techniques, with each whisky visually brought to life through illustrations that decorate the bottles.

While consumers explore the range of Scotch whiskies available through interactive storytelling stations, they can also enjoy a specially created whisky cocktail thanks to brand ambassadors on hand.

Throughout June, the store will offer a number of experiences including an interactive photo booth and gifting station. Here, purchases can be personalised with charms and packaging.

Eduardo Barp, Managing Director, Diageo Global Travel, 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.”