Diageo Global Travel hails success of ‘What’s Your Whisky?’ at Paris Orly

By Trbusiness Editor |

Diageo What's Your Whisky Paris Orly

Paris Orly is the fourth airport location to host Diageo’s ‘What’s Your Whisky?’ GTR roll-out.

Diageo Global Travel has introduced its ‘What’s Your Whisky?’ (WYW) digital discovery tool to its fourth airport location, at Paris Orly, in partnership with Lagardère Travel Retail.

The launch was supported by the campaign’s biggest activation to date, enhanced via a WYW stand-alone store, located en route to the location’s main duty free shop.

The ‘What’s Your Whisky?’ tool was designed to help both whisky enthusiasts and novices discover the perfect Scotch or whisky for them. It features an interactive questionnaire, powered by cutting-edge AI technology, which draws upon a wealth of shopper, consumer and distiller insights from across the industry.

In addition to Paris Orly, last year the ‘What’s Your Whisky?’ selector was also introduced in Lisbon, Faro and London City airports, with a view to driving shopper engagement and understanding of the sizeable Scotch category.

‘What’s Your Whisky?’ drives footfall & spend

Whisky is a huge segment within spirits at Paris Orly, and according to Diageo Global Travel, flavour is the number one decision-making factor when consumers are looking to buy.

The ‘What’s Your Whisky?’ tool supports flavour exploration and boosts dwell time, helping travellers learn about and navigate the whisky category in a new, simple and fun way.

Diageo What's Your Whisky Paris Orly

The Paris Orly launch of Diageo Global Travel’s ‘What’s Your Whisky?’ tool was supported by the opening of a stand-alone store, which highlighted the ‘Find Your Flavour’ message.

Diageo Global Travel Europe and Americas Managing Director Nick Cook commented: “The tool in Orly has over recent months shown its ability to boost the category – driving footfall into the store as a disruptive means of engagement, and crucially recruiting new shoppers to the category – particularly in the 18-30 year old range.

“It drives purchase, following the flavour discovery and helps with shop staff knowledge and understanding with each questionnaire completed. More than 30% of consumers make a purchase having completed the quiz and over 60% with a brand they have never bought before.”

Diageo What's Your Whisky Paris Orly

The Paris Orly ‘What’s Your Whisky’ initiative has already demonstrated its ability to drive footfall and recruit new, younger consumers to the category.

Lagardère Travel Retail Director Merchant Beverages & Tobacco Victoire Gueugnier added: “We are excited to open the ‘What’s Your Whisky?’ store in Orly. [It] offers passengers a new way of choosing their whisky. It is great to have new and exciting concepts like this creating a memorable experience for our passengers.”

READ MORE: Pimentae eyes GTR growth after major listings and Distill Ventures backing

READ MORE: Diageo raises a glass to ‘special week’ in Cannes as it eyes category growth


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