The Sydney Airport Whisky Emporium went live on 4 September.

Pernod Ricard Global Travel Retail (PR GTR) has partnered with Heinemann Oceania and Sydney Airport Corporation to open a permanent Whisky Emporium at the Australia hub’s Terminal 1.

Inspired by Chivas Brothers’ original 1930s emporium located in Aberdeen, Scotland, the C-shaped shop-in-shop features dedicated zones for each of its prestige brands – namely Chivas Regal, Royal Salute, The Glenlivet, Aberlour and Ballantine’s.

A gifting zone, tasting station and mini conveyor belt running along the counter top, aim to bring the latest product offers to travellers in a fun yet impactful way.

“The Whisky Emporium at Sydney Airport offers travellers a new way to explore Scotch whisky heritage, craftsmanship and flavour,” said Becky Holliday, Pernod Ricard Pacific Travel Retail Director.

“Showcasing Chivas Regal alongside The Glenlivet and Aberlour, the space highlights Pernod Ricard’s whisky leadership and growing malt ambition. We’re delighted to bring this concept to life with Heinemann and Sydney Airport Corporation.”

A dedicated Tasting Station invites travellers to explore the whisky portfolio.

The Whisky Emporium is described by PR GTR as “a Scotch whisky shopping experience reimagined”, combining prestige expressions and traveller exclusives with storytelling, product education, gifting and “the joy of discovery in travel retail”.

The conveyor belt can be utilised to align with key moments throughout the year such as Christmas or Lunar New Year.

“Prestige spirits remain a key growth category for our international shoppers. The Whisky Emporium answers that trend directly – pairing an exceptional assortment with rich brand storytelling in a genuinely original retail setting,” said Ranjith Menon, Regional Commercial Director at Heinemann Asia Pacific. ‘

“Together with Pernod Ricard Global Travel Retail and Sydney Airport, we’ve built a destination that raises the bar for the whisky category and gives travellers an experience worth stopping for.”

The Emporium showcases Chivas Regal, Royal Salute, The Glenlivet, Aberlour and Ballantine’s with a unique C-shaped shop-in-shop.

At the tasing station,passengers can discover GTR exclusives such as The Glenlivet Cask Master’s Collection 14, 16 and 19 Year Old, Aberlour Suthainn, 13 and 16 Double Charred, and Chivas Regal 18 Year Old Pauillac Cask Edition.

To celebrate the launch, shoppers will receive a gift-wrapping kit with every purchase from the emporium.

“We’re always looking for ways to make the airport experience more engaging and memorable for passengers, and the Whisky Emporium is a great example of that,” said Gail Taylor, General Manager Retail at Sydney Airport.

“It brings together premium products, storytelling and a sense of discovery in a way that feels distinctive to travel retail. For passengers, it means more choice, a more immersive shopping experience and another reason to enjoy the journey through T1.”

Pictured left to right: Rosi Fernandez, MD at Heinemann Oceania, Becky Holliday, Pernod Ricard Pacific Travel Retail Director and Gail Taylor, GM Retail at Sydney Airport commemorating the opening with an official ribbon cutting.

The Sydney Airport Whisky Emporium went live on 4 September and was celebrated with a Grand Opening event with (pictured above form left to right) Rosi Fernandez, Managing Director at Heinemann Oceania, Becky Holliday, Pernod Ricard Pacific Travel Retail Director and Gail Taylor, General Manager Retail at Sydney Airport commemorating the opening with an official ribbon cutting.

READ NEXT: Pernod Ricard GTR and Maison Martell target mid-autumn gifting

READ NEXT: GTR boosts Pernod Ricard in fiscal Q3, but FY decline expected

READ NEXT: Pernod Ricard rolls out “biggest strategic investment for Absolut in GTR”