Diageo Global Travel (GT) has unveiled two immersive retail experiences with Dubai Duty Free (DDF) to mark the fifth release in its Johnnie Walker Blue Label Ghost and Rare series.

Situated in Terminals 1 and 3, the multi-sensory pop-up lounges are designed to evoke the flavour of single grain whiskies made at the closed Port Dundas distillery.

As well as a sampling bar, the two spaces offer a ‘discovery’ area filled with light and sound.

Travellers who make a purchase have the option of receiving personalised luggage tags and gift bags.

The activity is supported by an omni-channel campaign throughout the airport, including digital OOH media, and an ad campaign on DDF-owned channels.

Johnnie Walker Ghost and Rare is a series of limited-edition blended Scotch releases which highlight whiskies from closed distilleries, and long-aged, hard-to-find stock. The Port Dundas edition celebrates the character of the ‘ghost’ Glasgow single grain distillery. 

‘Personalised and multisensory’ experiences

Created by the team led by Johnnie Walker master blender Dr Emma Walker, other component parts include liquid from Cameronbridge and Cambus, also single grain distilleries.

Malt whisky elements include original Brora stocks, Clynelish, Glenkinchie, Auchroisk and Dailuaine. The resulting blend is described as creamy, with soft smoke, vanilla, spiced apple, peach, berry and wood notes.

“We are opening up a new world of luxury for passengers to explore in Dubai with this Port Dundas experience,” said Sandra Tassilly, Diageo Global Travel Commercial Director for APAC, MENA and India.

“Our partnership with Dubai Duty Free and Dubai International Airport enables us to engage with luxury shoppers in MENA, vital for our growth within travel retail.

“Our immersive lounges and omni-channel approach offer travellers pre-travel online purchases and a personalised and multi-sensory tasting experience.

“Blending the digital with the in-person, the striking OOH media campaign supports the experiential hubs, engaging with passengers as they make their way through the terminals. 

“This investment really demonstrates our commitment to the region and our desire to be alongside the passenger at every step of the journey.”

Sharon Beecham, Senior Vice President Purchasing of DDF, added: “We are pleased to be partnering with Diageo Global Travel to launch the new Johnnie Walker Blue Label experiential lounges. In addition to a sensory product discovery including sampling and visual engagement, passengers can, more broadly, look forward to all sorts of other luxurious and bespoke services as they shop at Dubai Duty Free.”  

The two Johnnie Walker Blue Label Ghost and Rare Port Dundas experiences are live until 28 February 2023.

Last month, Diageo GT teamed up with Shanghai-based designer Angel Chen to create limited edition designs for Johnnie Walker Blue Label to mark Lunar New Year.