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Johnnie Walker opens experiential center aboard Asian luxury cruiser

Johnnie Walker House will open its 21st experiential center overall and first at sea aboard Genting Dream. There, passengers will enjoy luxurious accommodations, fine dining experiences and concepts, and the brand’s fine whiskies.

Genting Dream is touted by Dream Cruises as Asia’s first-ever luxury cruiser, and Asia’s growing cruise market and the continent’s enormous population and economic development give the partnership a promising outlook.

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The partnership was announced in Beijing at a Dream Cruises roadshow event where eight Johnnie Walker Blue Label bottles with the Dream Cruises logo were unveiled.

Highlights of the experiential center include a tasting bar, a “whiskey constellation wall” that provides a comprehensive index for distilleries, which provide Johnnie Walker’s access to more than 7 million casks of whiskey, and a blending table and malt wall display designed for educational and social purposes.

The cruise market presents a unique opportunity for brands in that it allows for partnerships that can expose products to a new audience who might otherwise be less attentive, providing a platform for brands to invest before making a push into the more competitive continental market.

A July 2015 report from Agility Research showed that affluent Asian consumers show a strong interest in cruise tourism, with the market growing by double digits over the three preceding years.

(Source: Luxury Daily)