Diageo promotes ‘Spirit of Progress’ and exclusive spirits at CICPE

By Charlotte Turner |

Diageo Global Travel exhibited its range of exclusive spirits and highlighted its CSR-driven ‘Spirit of Progress’ agenda at the second China International Consumer Products Expo (CICPE) held in Haikou from 25-30 July.

 

Some of the new products on display included The Singleton Paragon of Time Collection No.2 – 54 Year Old, Johnnie Walker Blue Label Mid-Autumn Festival Pack, The Singleton Mid-Autumn Festival Pack, The Singleton of Glendullan 15 Year Old and The Singleton of Dufftown 21 year.

 

At the expo, guests were able to sample some of the world’s most luxurious spirits from Diageo’s portfolio, including rare and limited-edition Johnnie Walker and Malt Scotch Whiskies, while learning more about their creation and history.

 

Diageo attended the inaugural CICPE event in Hainan last year. “Diageo greatly supports the offshore duty-free business in Hainan, and attending the expo showcases this commitment,” said the company.

 

This year Diageo placed particular focus on Johnnie Walker Blue Label at its booth – the prestigious Blended Scotch Whisky is crafted using rare, hand-selected Scotch whiskies. The company has reactivated the product in travel retail, investing in a multi-sensorial promotion at numerous high profile locations, such as London Heathrow and Singapore Changi Airport.

 

Attendees enjoy the Diageo exhibit at the China International Consumer Products Expo.

Attendees enjoyed Guinness on draft at the Diageo booth during the second China International Consumer Products Expo.

Mark Edwards, Managing Director, Diageo China, said: “Diageo is one of the world’s leading international beverage companies and we are honoured to have been invited to China International Consumer Products Expo in Hainan again this year.

 

“In addition to the rare and exclusive products on show, we also wanted to highlight the Diageo Society 2030: Spirit of Progress agenda which is Diageo’s 10 Year action plan to help create a more inclusive and sustainable world.

 

“One of the key pillars of our plan is positive drinking and to highlight this at the expo, there will be a range of engaging activities at the Diageo booth to empower visitors with the knowledge to make positive drinking choices. This is a real priority for us, and we’re committed to promoting the enjoyment of our world-leading products in a responsible way.”

Rambo Chang, Marketing Director, Diageo China.

Rambo Chang, Marketing Director, Diageo China addresses guests to the CICPE.

 

Sandra Tassilly, Commercial Director for APAC, MENA and India at Diageo Global Travel, added: “China is a key market for Diageo Global Travel, so it was important we returned to China International Consumer Products Expo in 2022.

 

“Hainan in particular is a key shopping region given its offshore duty-free shopping policy, so the expo is a fantastic opportunity for businesses, industry partners and consumers to come together to discover the best products and learn from one another.

 

(L-R) Ariel Miao, Head of Category Development, Portfolio Malts, Brand Activation & Prestige, Diageo China, Rambo Chang, Marketing Director, Diageo China, Mark Edwards, Managing Director, Diageo China, Jeff Lin, Director of Digital Commerce, Modern Retail and Hainan Duty Free, Diageo China, Jiayi Lu, Head of Government Affairs, APAC.

(L-R) Ariel Miao, Head of Category Development, Portfolio Malts, Brand Activation & Prestige, Diageo China, Rambo Chang, Marketing Director, Diageo China, Mark Edwards, Managing Director, Diageo China, Jeff Lin, Director of Digital Commerce, Modern Retail and Hainan Duty Free, Diageo China, Jiayi Lu, Head of Government Affairs, APAC.

“Consumers can sample our award-winning products before placing an order directly through the e-commerce platforms available on site. Whiskies from the Johnnie Walker range including the luxurious Johnnie Walker Blue Label were all on show.

 

“Other key Diageo brands that will feature at the expo included The Singleton Single Malt Scotch Whisky, Mortlach and Talisker.”

 

Diageo Brand Ambassadors were on-site during the four-day event to take customers and consumers on a journey of discovery using storytelling, tastings, cocktail and Highball-making exhibitions, quizzes, and interactive displays.

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