Pernod Ricard drives whisky discovery with The Malt Gallery at Delhi Airport

By Faye Bartle |

Pernod Ricard GTR The Malt Gallery at Delhi Airport.

Pernod Ricard GTR’s The Malt Gallery exhibition at Delhi Airport.

Pernod Ricard Global Travel Retail (GTR) has unveiled a striking showcase of its portfolio of Single Malts, curated from renowned distilleries in Speyside, Scotland, for its new The Malt Gallery exhibition at Delhi Airport.
 
Located in the Arrivals terminal, the exhibition opened in November and will run until the end of December.

The goal is to help shoppers discover and learn more about Single Malt Scotch Whisky, while also offering them the chance to browse and buy a range of Pernod Ricard brands.

The Delhi exhibition is the first of its kind from the company, with further locations planned across key airports in the future.

“We’re thrilled to be launching the first exhibition of The Malt Gallery for travellers at Delhi airport,” said Liya Zhang, Vice President of Marketing at Pernod Ricard Global Travel Retail.

“We know that travellers are looking for new and different ways to explore Single Malts, and with so much choice it can often feel like a complex category.

“The interactive activation aims to create an engaging shopping experience that has been specifically curated to reveal the different characters of Single Malt.

“Taking inspiration from the art world, the Malt Gallery has been carefully curated to cater to everyone’s tastes.

“We believe there is a product for everyone regardless of where they are on their Single Malt journey and The Malt Gallery is the perfect place for travelling shoppers to discover more.”

Pernod Ricard GTR The Malt Gallery at Delhi Airport.

There are plans for the exhibition to appear across key airports location in the future.

Each bottle displayed in The Malt Gallery has been selected with storytelling in mind.

Among those highlighted include The Glenlivet, Aberlour, and Secret Speyside, and each whisky is brought to life in the space through art: by giving consumers the opportunity to explore original forms, textures and visuals to help them connect with the products ‘in a more emotive way’.

The 13.5 sqm space takes inspiration from a contemporary art gallery design with its clean and neutral aesthetic and individual brands highlighted via brand cues.

“We’re continually seeking to offer unique and engaging shopping experiences for our consumers that are aligned to their requirements and interests,” said Ashish Chopra, CEO Delhi Airport Duty Free.

“We are seeing an increase in Indian shoppers’ interest in engaging immersive experiences, particularly in the malt category, so it’s fantastic to see that the world premiere of The Malt Gallery exhibition is taking place at Delhi Duty Free and we are confident that our customers will enjoy the sensorial experience while learning more about the category.”

Pernod Ricard GTR The Malt Gallery at Delhi Airport.

The 13.5 sqm space takes inspiration from a contemporary art gallery design.

There are two distinct zones within the space – Groundbreakers and Masterpieces – that invite shoppers to explore and celebrate different tastes, styles, and brand stories.

Groundbreakers is centred around discovery, with a focus on craft and flavour, showcasing established Single Malts, such as The Glenlivet and Aberlour.

It’s an ideal discovery ground for newcomers who are taking their first steps into the world of Single Malts, as well as enthusiasts who are searching for something new to explore.

Masterpieces caters to the connoisseur and has been designed to spark curiosity and provide a more in-depth level of storytelling for consumers who have a deeper knowledge of the category.

It’s home to collection of prestigious Single Malts within a more intimate and refined space, including lost distilleries from Secret Speyside and rare expressions from The Glenlivet.

Light, animated content, poetry projections and soundscapes bring to life the in-depth brand stories.

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