UK drinks group Diageo has opened a
Diageo-exclusive store in the international arrivals concourse of Bogota El Dorado airport,
Colombia, in partnership with leading travel retailer Duty Free Americas.
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| Diageo's new store at Bogota airport |
The store - the first Diageo shop in the region - has been
designed with Colombian travellers in mind. Using market and passenger trend
analysis for travellers in the region, the store seeks to reflect their
preferences, creating a personalised shopping experience. Local favourite whiskies and rums occupy wall bays, glorified by video
screens showcasing Diageo’s leading brands such as Johnnie Walker, Buchanan’s,
Old Parr and Zacapa.
Other popular Diageo brands are stocked in a striking,
central gondola with a tasting area, highlighting new travel-retail exclusives and innovations, which include the Johnnie Walker Explorers’
Club Collection, Smirnoff White and Haig Club single grain Scotch whisky.
Commitment to personalisation
The store was officially opened at a launch event in November by Doug Bagley, managing
director of Diageo Global Travel and Middle East, Matthieu Comard, vice president
of the division’s Western region, and Leon Falic, president of Duty Free
Americas.
Falic said: “As the biggest duty-free operator in the
Americas, DFA is delighted to partner with the largest producer of spirits in
the world to create this unique Diageo exclusive retail store. We believe that
this store, the first of its kind in this region, sets us apart from other
duty-free operators. Through this joint effort, we will be offering one of the
widest portfolios of world-class spirits brands under one roof.”
Bagley said the store was “a shining example of the strength of our commitment to personalisation and transforming the shopper experience in travel retail”.
Bagley said the store was “a shining example of the strength of our commitment to personalisation and transforming the shopper experience in travel retail”.
