December 6 2021  |  Spirits & Tobacco

Bacardi opens three whisky shop-in-shops in Haikou’s Mova Mall

By Wendy Morley

The individually designed Dewar’s, Aberfeldy and Glen Deveron shop-in-shops at Haikou’s Mova Mall feature in-store tastings, personalized gifting options and digital technology

Bacardi Global Travel Retail has opened three whisky shop-in-shops at Mova Mall, Haikou in Hainan.

The boutiques – one each for Dewar’s, Aberfeldy and the global travel retail exclusive Glen Deveron – began trading on November 30, 2021. They are operated with Global Duty Free, supported through their partnership with Dufry and Alibaba local joint-venture company (ADJV).

Individually designed as an engaging omnichannel experience featuring in-store tastings and personalized gifting options, digital technology enables shoppers to discover the brand stories, their provenance and craftsmanship.

Double ageing is a strong focus of the 17 square meter Dewar’s boutique, in a retail journey that educates and engages shoppers with the craft involved in creating the blended Scotch whisky. Digital engagement also includes the Dewar’s Double Double range with a detailed explanation of its four-stage ageing process. Vaporizers and guided tastings are key features of the boutique.

Social media-friendly

Entering the 19 square meter Aberfeldy boutique, shoppers see a striking golden waterfall interactive screen. Designed for social media sharing, the touchscreen transports them to the home of Aberfeldy and its renowned water source known to contain deposits of alluvial gold.

Vaporizers and QR codes on a discovery wall give access to a dedicated microsite. The in-store journey then leads shoppers to the bar for guided tastings, and finally there is the opportunity for purchases to be dipped in gold wax and embossed with initials for personalized gifts.

The 19 square meter Glen Deveron boutique exudes tranquillity, representing the brand’s home in rolling countryside, big skies and rugged coastal scenery.

‘Calm From the Storm’ transports shoppers to a virtual escape from the real world to the serenity of the Glen Deveron distillery location. With animated visuals that accompany liquid sampling, the calming sounds of this audio experience aim to open up a new multi-sensory discovery of the qualities of the Glen Deveron Royal Burgh Collection.

Gaurav Joshi, Regional Director Asia Pacific, explained the significance of the boutiques: “Since Mova Mall opened in January 2021 we have seen very strong interest in our whisky range. Chinese whisky shoppers enjoy having the time and space to explore the stories behind brands they have just discovered. So we seized this opportunity to create dedicated showcase spaces for Dewar’s, Aberfeldy and Glen Deveron and to maximize the omnichannel opportunity; to inspire, serve and delight shoppers at all touchpoints on their visit to Mova Mall.”

REGION Asia

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