The emporium – the first in Asia Pacific – was located in
the operator’s Terminal 2 Wines and Spirits Duplex store and was timed to
include the DFS Whiskey Festival at Changi in June.
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| Illuminated vapour jars invited travellers to experience the Dewar's whisky brand |
Attracting millennials with sampling
The two-month activation for John Dewar & Sons Fine
Whisky Emporium included Brand Ambassador Euan Auld leading tutored tastings of
the Dewar’s range during the festival.
The new emporium was designed to attract millennial
consumers with an eye-catching contemporary installation in the Fountain Bar of
DFS’ Wines and Spirits Duplex, which brought the Dewar’s brand to life through
original and creative story-telling format.
Tommy Dewar’s creativity and passion for the emotional
thinking behind the brand was brought to life in illuminated vapour jars – a visual
intrigue inviting shoppers to savour an innovative whisky sampling experience.
Shoppers could explore – with a twist – the flavour profile
and double-ageing that make Dewar’s “the world’s most awarded blended Scotch
whisky”. The vapour samplings featured
Dewar’s 15yo, Aberfeldy 18yo and The Royal Brackla 12yo. The latter is dubbed
“the King’s own whisky” and is one of the key malts in the Dewar’s blend.
To experience the brand, a wooden stave presented several
key variants in ceramic egg-cups, all celebrating significant accolades in
2017.
Dewar’s 18yo featured as the main visual in the light-boxes
above the bar and presented on the bar top, housed within a sculptural display
of distillery-quality copper piping that epitomised the early introduction of
the brand’s double-ageing.
Enhancing the in-store experience
Brooke Supernaw, DFS Group Senior Vice President for
Spirits, Wine, Tobacco, Food and Gifts, said: “We’re proud to partner with
Dewar’s to enhance our in-store experience at DFS, Singapore Changi Airport and
bring travellers John Dewar & Sons Fine Whisky Emporium exclusively in
Asia.”
Vinay Golikeri, Regional Director, Asia Pacific & Middle
East Africa, Bacardi Global Travel Retail, commented: “It’s exciting to be one
of the first markets to launch this new interpretation, which engages shoppers
with the whisky category in a radically new and intriguing way. Changi is a key
airport for us to reach millennials and stage two luxury shoppers in the
region. We are introducing them to the originality and fun of the Dewar’s
family and delivering penetration and trade-up as they explore the versatility
of the range.”
