Sales results have been ‘significant’ in the first three months since The Macallan’s first luxury shop opened at Hong Kong International Airport.

 

“The Macallan shop-in-shop at Hong Kong airport follows the success of the out-of-store display in Taipei Taoyuan International Airport last year which raised the brand’s profile among millions of travelling consumers,” said Ryan Hill, Regional Director – Asia Travel Retail, Edrington.

 

“The stunning design of the new store not only allows us to strengthen the luxury cues of the brand and to engage and recruit new single malt consumers, but also drives store penetration for the operator.

 

“The travelling public is able to explore the 1824 Collection and see first-hand some of The Macallan’s rarest products such as the unique M Decanter, The Macallan in Lalique collection of beautiful decanters and the extraordinary Masters of Photography series.”

 

’SIGNIFICANT SALES BOOST’

The company claims that its latest HKIA presence has delivered ‘a significant boost to sales of the super-premium single malt Scotch whisky in its first three months’. [The duty free liquor and tobacco concessionaire DFS assigned the space and Edrington/The Macallan team did the rest-Ed].

 

The store is located in Terminal 1’s busy east hall and showcases The Macallan’s travel retail exclusive 1824 Collection plus limited releases and special editions. These include M Decanter, The Macallan Fine & Rare with Whisky Companion, the Masters of Photography series and The Macallan in Lalique decanters, some of which sell at prices of up to US$40,000.

 

 

 

 

The current line-up of prestige products available includes The Macallan 55-years old, The Macallan in Lalique 57, various Fine & Rare vintages (1952, etc). Each one is sold with a ‘bespoke Whisky Companion’ and a set of four Lalique Crystal Tumblers.

 

The contemporary design of the store is based on The Macallan’s two strongest and most recognisable pillars: natural colour and exceptional oak casks.

 

VIRTUAL VERSATILITY

Back-lit wall displays use a colour spectrum based on the industry standard for measuring the tint of whisky, starting with the lightest colour on the left and moving through to the darkest on the right. Unusually for a spirit, or single malt of any scale, the colour of The Macallan is 100% natural.

 

An engagement table display with an Augmented Reality digital application allows a promoter to engage with a consumer by scanning the ‘Six Pillars’ icon on an iPad to activate a journey through the heritage of the brand and an explanation of the six pillars which make The Macallan unique.

 

In the centre of the shop display, an inter-changeable panel has been installed to showcase any new launch or special edition which the brand wishes to highlight.

 

Edrington Asia Travel Retail will be showcasing The Macallan Shop-in-shop at TFWA Asia Pacific duty free and travel retail exhibition (H36 Basement 2) in Singapore next week as it targets a roll-out of the luxury concept to strategically selected locations globally.