Diageo partners Shenzhen Duty Free to open new Johnnie Walker Boutique

By Charlotte Turner |

Diageo Global Travel has opened a Johnnie Walker boutique in Haikou in partnership with Shenzhen Duty Free (SZDF) and has become the first liquor company to launch a dedicated e-commerce Whisky e-boutique on SZDF’s WeChat Mini Program.

 

At the new boutique shoppers will be able to browse from an extensive range of products from the world-renowned Scotch whisky brand, including the boutique’s hero product, Johnnie Walker Blue Label.

 

Alongside the JW range, the prestigious Rare & Exceptional collection will also be available to purchase in-store. This includes The Singleton of Glen Ord 42-year-old, Port Ellen 40 year old – 9 Rogue Casks and Johnnie Walker Master’s Ruby Reserve 40 Year Old.

 

The Johnnie Walker boutique will offer a range of customer experiences, including private tastings conducted in dedicated areas within the store. A gifting corner will allow shoppers to personalise bottles or customise gift bags.

The grand opening of the store took place in Haikou Mission Hills, Hainan on Saturday 30 October.

The grand opening of the store took place in Haikou Mission Hills, Hainan on Saturday 30 October.

GRAND OPENING ON 30 OCTOBER

Sandra Tassilly, Head of Commercial – APAC and MENA at Diageo Global Travel said: “We’re excited to celebrate the launch of our first Johnnie Walker boutique in partnership with Shenzhen Duty Free. This store will enable us to continue driving growth of the spirits category in China and provide high-end, luxury options for shoppers on the island of Hainan.”

 

The grand opening of the store took place in Haikou Mission Hills, Hainan on Saturday 30th October, with a ribbon cutting ceremony and celebratory lion dance.

 

Jeff Lin, Digital Commerce and New Retail Director, Diageo China, attended the event to unveil the new store and welcome customers to Johnnie Walker and Baileys tastings, with luxury gift collections provided to attendees on departure.

WECHAT MINI PROGRAM

Speaking about the launch, Jeff Lin said: “I’m delighted that in partnership with Shenzhen Duty Free, Diageo has launched its first Johnnie Walker boutique store in one of the most important locations in the world for the spirits industry right now.

 

“Through the opening of the store, Diageo Global Travel is continuing to drive forward its ambitious category strategy by providing specific products and activations relevant to spirits shoppers. We look forward to delighting consumers with a range of remarkable experiences and to continue to build awareness around the category.”

In addition to the boutique opening, Diageo is also collaborating with SZDF on a number of digital initiatives, including being the first liquor company to launch a dedicated e-commerce Whisky e-boutique on SZDF’s WeChat Mini Program.

 

The Diageo Whisky e-boutique is scheduled to launch in November, featuring an extensive Single Malt and Blended Scotch Whisky portfolio including Johnnie Walker, Singleton, and Talisker.

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