Dufry reveals 2023 Whisky Festival masterclasses, podcast and promos

By Kristiane Sherry |

Dufry’s Whisky Festival will run across 36 airport locations in 19 markets

Travel retailer Dufry’s annual Whisky Festival is under way, a programme of in-store tastings, live events, podcast releases and promotions set to run for three months in celebration of the category.

Up to 50 Dufry stores across 36 airport locations in 19 countries will participate, with the omni-channel campaign designed to appeal to whisky novices and connoisseurs alike.

In-store masterclasses will be led by whisky airports from brands including Dewar’s, Johnnie Walker and Chivas.

Topics will include how to choose and taste whisky, a guide to different styles, and how to mix whisky cocktails. 

Throughout April and May, around 40 masterclasses have taken place across the UK, Spain, Brazil and the Dominican Republic.

Immersive and sensorial

As part of the festival, Dufry customers have been able to take virtual tours of the Midleton distillery, where Jameson is made, using VR headsets, accompanied by a whisky tasting. 

Whisky Conversations by Dufry, a podcast series, has been produced as part of the event, with episodes accessible via the retailer’s Reserve & Collect site, and on Spotify and YouTube.

Tastings and other immersive activities will invite shoppers into the world of whisky.

Featuring experts from across whisky, the podcast episodes take a detailed look at a specific brand while offering advice on how to drink the spirit. 

Customers will also have the opportunity to win a ‘Journey of Flavour’ experience at Johnnie Walker Princes Street in Edinburgh, including lunch at the venue’s 1820 rooftop bar. 

An array of brands from Scotland, Ireland and beyond are participating.

A distillery trip to the Dewar’s Experience at Aberfeldy Distillery is also up for grabs. 

The Whisky Festival runs until the end of June 2023, with more details available via Dufry’s social media platforms and email newsletter.

‘With whisky there’s so much to learn’

“We wanted to bring the world of whisky to life for everyone with this year’s festival and to really connect with our customers via in-store activations, as this is the best way to really elevate the travel retail experience for them,” said Augusto Deymonnaz, Global Marketing Director for Dufry. 

In store shoppers can find a wide range of whiskies

“With whisky, there is so much to learn and discover and through the combination of whisky experts, live tastings, immersive virtual experiences and digital content, we wanted to connect with as many of our customers as we can. 

“We are extremely proud of the longstanding relationships we have built with so many celebrated brand partners and have enjoyed working in close collaboration with them to bring this very experiential Whisky Festival to life.  

Activities take place across Dufry’s online platforms as well as in airport locations.

“We look forward to sharing all the excitement with our customers – both online and in our stores – until the end of June!”

In April, Dufry and Diageo Global Travel unveiled a new permanent Johnnie Walker shop-in-shop at London’s Heathrow Terminal 2.

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