Diageo Global Travel (GT) is repositioning flagship whisky brand Johnnie Walker throughout its global travel retail channels with an arresting new retail design concept.

As part of a global rollout beginning at London Heathrow Airport (LHR) Terminal 5, Diageo GT has partnered with Dufry Group to unveil an eye-catching wallbay located within the World of Whiskies store.

The new brand design revels in the origins of Johnnie Walker and its depiction of a grocery shop in Kilmarnock, Scotland, where he began blending and selling whiskies in the 19^th Century.

Diageo GT says it will continue to work with its global partners to revamp the brand’s permanent visibility at airport terminal locations worldwide.

The Johnnie Walker retail concept is open to travellers at Heathrow Terminal 5 and will soon roll out to airports across the world.

‘HEAVY’ GTR INVESTMENT

The LHR installation comes as Diageo GT and Johnnie Walker announce a plan to ‘invest heavily in travel retail’, according to Dayalan Nayager, Managing Director, Diageo GT.

Features of the LHR concept include a liquid library with easy-access to open drawer displays and an interactive digital experience that embraces the heritage of the brand.

Visitors can learn about Johnnie Walker’s taste cues and bottlings and are shared tips for the ideal purchase across the portfolio, from Johnnie Walker Black Label to John Walker & Sons King George V.

“We are thrilled to start the roll out of our new retail concept at Heathrow’s Terminal 5,” said Nayager. “We are confident travellers will enjoy this new shopping experience that explores the history and pioneering spirit of this much-loved brand.”

David de Miguel, Global Category Head of Liquor, Dufry, added: “We are always looking to enhance the shopping experience in our airport outlets, giving consumers increasingly tangible experiences of the brands we sell.

“This partnership demonstrates this commitment and will be a real stand-out moment for passengers passing through our store in Heathrow’s Terminal 5 or any of our other stores.”