Diageo, DFS & Inflyter launch digital whisky boutique at selected airports

By Luke Barras-hill |

Shoppers on the whisky e-boutique can discover more about Diageo’s single malt and blended whiskies.

Johnnie Walker whisky enthusiasts can now dive into a branded digital boutique housed on the e-commerce platform Inflyter after a tie-up between the duty free shopping app Diageo and luxury travel retailer DFS Group.

Travellers at selected airports in North America (San Francisco, New York JFK Terminal 4 and Los Angeles TBIT) can peruse the Johnnie Walker whisky selection, engage with relevant content, explore bestsellers and DF&TR exclusives, make purchases and arrange for collection.

While on the digital whisky boutique, customers can be guided to their perfect whisky serve based on taste preferences, enjoy highball cocktail recipes and recommended whiskies.

The adaptive, mobile-optimised user interface offers a smooth experience across all iOS devices while features such as interactive carousel sliders and expandable buttons allow the user to effortlessly navigate through the store.


Eduardo Barp, Managing Director at Diageo Global Travel, said: “I’m delighted that in conjunction with DFS Group and Inflyter, Diageo Global Travel has been able to collaborate in the creation and launch of a dedicated whisky e-Boutique in locations across North America.

“We’re proud to have developed an accessible and enjoyable way for travellers to make purchases and explore the category.

“As part of Diageo’s category strategy, this platform will continue to enhance our growth pillars, including the ‘all-year gifting’ and ‘flavour exploration’ pillars in particular.”

As the first boutique of its kind to host Diageo’s latest Global Scotch eCommerce asset suite, customers can delve into the luxury whisky portfolio.

Commenting on the launch, Christophe Marque, DFS President Merchandising said: “At DFS we continually seek to innovate and elevate our customers’ shopping experience and airports are a perfect environment to introduce new technology.

“We are delighted to launch the first Diageo-DFS-Inflyter whisky boutique with our valued partners Diageo and Inflyter, providing travellers departing from Los Angeles, San Francisco and JFK Terminal 4 Airports with a new way to conveniently select and purchase their favourite spirits before they travel.”

Wassim Saade, CEO of Inflyter, added: “We are extremely proud to have partnered and collaborated with Diageo and DFS to launch the first-of-its-kind mobile commerce whisky boutique on the Inflyer app. 

“With our ongoing investment in new digital duty free shopping experiences and retail media concepts, we were confident that our innovative fully branded boutique concept would be an attractive proposition to travel retailers and brands in offering a differentiated way to reach more travellers, showcase beyond a product assortment, and create the opportunity to deliver more integrated digital, mobile, in-store and in-airport experiences for their customers.”


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