Pernod Ricard Travel Retail Pacific and Heinemann Australia have opened the Scotch Whisky Emporium at Sydney Airport. The new concept is “an immersive brand experience zone” that highlights Pernod Ricard’s blended Scotch whiskies.
Located in the T1 departures Heinemann Tax and Duty Free store, the store houses brands including Chivas Regal, Royal Salute and Ballantine’s, with a focus on new and high-value aged products.
The emporium features a tasting experience hosted by bilingual brand ambassadors, as well as digital screens that display distillery and blending processes to educate consumers on how each whisky is made.
The Emporium is the first multi-brand blended Scotch whisky zone of its kind in the travel retail sector globally for Pernod Ricard. To mark the opening on 13 August, a bespoke bottle engraver was on site to engrave all bottles purchased (with a value of A$80 and more) from the Chivas, Royal Salute and Ballantine’s ranges, at no extra charge.
Pernod Ricard Travel Retail Pacific Marketing Manager Kate Maxwell said: “The team is looking forward to opening up the world of whisky with travellers, and engaging them with our brands through this global first, the Scotch Whisky Emporium. We are excited to have partnered with Heinemann Australia on this world class activation space as together we look to tap into the trend of high value Scotch whisky, which has been driving high single-digit growth over the last five years.”
Heinemann Australia Managing Director Richard Goodman said: “Pernod Ricard is synonymous with some of the world’s most sophisticated whisky brands, and we are thrilled to offer Heinemann Tax and Duty Free passengers not only a multitude of choice, but a new and surprising shopping experience.”
(Source: Moodie Davitt Report)