Diageo has announced the opening of a new Johnnie Walker
House showcase store at Bahrain Duty Free, in collaboration with leading
operator Aer Rianta International (ARI). It is the first permanent Johnnie Walker
House to be launched in the Middle East.
The 15sq m standalone store, located in the newly renovated Bahrain Duty
Free Departures area, joins an elite network of Johnnie Walker luxury whisky
embassies worldwide, including Mumbai, Singapore, Amsterdam and recent successful
launches in Beijing and Seoul Incheon airports. There are several flagship
stores in the domestic channel, including Beijing, Shanghai and Seoul, continuing
the brand’s mantra of Keep Walking.
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| Johnnie Walker House at Bahrain Duty Free |
Key location for super-deluxe Scotch whisky
Dayalan Nayager, Managing Director of Diageo Global
Travel, said: “We are delighted to extend our Johnnie Walker House footprint to
travellers in Bahrain for the first time. The Middle East is a key location for
super-deluxe Scotch whisky and therefore critically important to the Johnnie
Walker House global expansion strategy.”
Built around the theme of ‘Whisky Conversations’, Johnnie
Walker House Bahrain’s features include a whisky scent bar where travellers can
appreciate the liquid’s subtle flavours and aromas, as well as exclusive personalisation
and gifting opportunities through unique gifts with purchase and customised
labelling.
To celebrate the launch, the boutique will offer a number
of limited editions, including John Walker & Sons Master Blenders
Collection and the limited-edition designs of Johnnie Walker House Willow Collection.
The full Johnnie Walker colours range is also available.
Impactful retail theatre
Andre Chong, Global Head of Johnnie Walker House, said:
“Travellers are increasingly looking for luxurious shopping experiences that
both educate and inspire them, and with the opening of Johnnie Walker House Bahrain
we continue to respond to this demand as we step up our investment in luxury
retail activations.”
He added: “Exclusivity is integral to Johnnie Walker
House, and Johnnie Walker House Bahrain is no different. It offers shoppers an
unforgettable experience; we tell the story of our spirits through
knowledgeable brand ambassadors and impactful retail theatre, fulfilling our
ambitions to bring joy back to the journey by helping to make the purchasing
process one of ease.”
The luxury boutique has been
constructed with an architecture that merges innovative design with the story
of the brand, immersing travellers in a part gallery, part museum experience
which captures the rich history of the whisky-making experience.
Bassam Al Wardi, General Manager of Bahrain Duty Free,
said: “We are thrilled to partner with Diageo to open the first permanent Johnnie
Walker House in the region. Bahrain Duty Free and ARI are committed to
providing customers with engaging brand experiences in a luxury environment and
this stunning whisky emporium realises this aspiration. It’s a fantastic
addition to our recently renovated Departures area and the perfect showcase to
entice our growing passenger base to explore and enjoy this iconic brand.”
