Bacardi, in
partnership with Taiwanese travel retailer Ever Rich, has opened a shop-in-shop version of its John Dewar
& Sons Fine Whisky Emporium at Taoyuan International Airport. This is
the first showcase for the Dewar’s Emporium in Asia and signifies the
importance of the Taiwanese market for quality blends and single malts.
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| John Dewar & Sons Fine Whisky Emporium at Taiwan Taoyuan airport |
Strong potential for growth in Taiwan
Bacardi believes there is strong potential
for future growth in Taiwan due to the high proportion of shoppers who are
motivated by the discovery of rare, aged malts and blends featuring brand
intrinsics such as age statements, great provenance and heritage. The lead brand is Craigellachie with 13yo and
19yo variants featured.
The open-fronted store is next to the
concourse and attracts considerable footfall. Inside the store, design cues
play to Dewar’s Scottish heritage, recreating the original Dewar’s wine and
spirits merchants store with traditional-style wooden display cabinets and
flooring, and a vintage cash register.
The lighting is enhanced by two backlit windows which appear to look out
on to the Aberfeldy distillery and the surrounding heather-clad countryside.
Meanwhile, brand ambassadors guide shoppers
through the Dewar’s range of Craigellachie, Aberfeldy, Glen Deveron and Dewar’s
via tutored tastings using whisky barrel staves, along with a demonstration that
recreates Craigellachie’s famous worm tubs.
In-store gift services include bottle-neck wax dipping in the signature
Dewar’s red wax.
Irving Holmes Wong, regional director
Asia-Pacific and MEA at Bacardi Global Travel, said: “We are delighted with our
first John Dewar & Sons Fine Whisky Emporium at scale, brought to life with
a stunningly professional execution through our partnership with Ever Rich at
Taiwan Taoyuan, a location we regard as one of the very best shop windows in
Asia.
“I believe the high quality theatre inside
the store is critical to its success, and we are witnessing how this positively
impacts shoppers. They are definitely
spending more time browsing to explore the Dewar’s range in detail, interacting
with our brand ambassadors to learn more about the individual whiskies, their
provenance and respond positively to the importance we place on age statements
in both the single malts and Dewar’s aged blends. This authentic story-telling
shopping experience helps create personal memories of their travels, and the
resulting strong conversion levels are excellent.”
