Unveiling Johnnie Walker's new boutique with Shenzhen Duty Free in Haikou 

CirleSquare has partnered with Diageo Global Travel to launch an elegant and experiential Johnnie Walker boutique with Shenzhen Duty Free (SZDF) in Haikou Mission Hills, Hainan.

The boutique opened on 30 October as part of the Shenzhen Duty Free Haikou Mission Hills Duty Free City’s ‘Premium Wines and Spirits Gallery’ (look out for our special feature on this exciting development soon, developed in partnership with DFS Group). It showcases the Johnnie Walker Scotch whisky portfolio, led by Johnnie Walker Blue Label.

In addition, the prestigious Rare & Exceptional collection is available to purchase in-store. This includes The Singleton of Glen Ord 42-year-old, Port Ellen 40 year old – 9 Rogue Caskand Johnnie Walker Master’s Ruby Reserve 40 Year Old.

Striding forward in Hainan: The boutique is a powerful showcase for the Johnnie Walker portfolio and other luxury collections

The boutique includes private tasting areas with cutting-edge technologies, allowing consumers to sample exceptional products from the portfolio. Shoppers can also access a dedicated gifting corner with options for personalising and engraving bottles or customise gift bags. The brand owner noted that “consumers in Hainan are increasingly embracing luxury international-style spirits – particularly Scotch whisky – as well as immersive shopping experiences.”

Sandra Tassilly, Head of Commercial – APAC and MENA at Diageo Global Travel said: “We’re excited to celebrate the launch of our first Johnnie Walker boutique in partnership with Shenzhen Duty Free. This store will enable us to continue driving growth of the spirits category in China and provide high-end, luxury options for shoppers on the island of Hainan.”

Diageo Global Travel and Shenzhen Duty Free teams mark the store opening with a traditional ribbon cutting

The grand opening of the store on 30 October featured a ribbon-cutting ceremony and celebratory lion dance. Diageo China Digital Commerce and New Retail Director Jeff Lin unveiled the new store and welcomed customers to Johnnie Walker and Baileys tastings, with luxury gift collections provided to attendees on departure.

Lin said: “I’m delighted that in partnership with Shenzhen Duty Free, Diageo has launched its first Johnnie Walker boutique store in one of the most important locations in the world for the spirits industry right now.

“Through the opening of the store, Diageo Global Travel is continuing to drive forward its ambitious category strategy by providing specific products and activations relevant to spirits shoppers. We look forward to delighting consumers with a range of remarkable experiences and to continue to build awareness around the category.”

In addition to the boutique opening, Diageo is also collaborating with SZDF on digital initiatives, including being the first liquor company to launch a dedicated Whisky e-boutique on SZDF’s WeChat Mini Program.

The Diageo Whisky e-boutique is scheduled to launch in November, featuring an extensive single malt and blended Scotch whisky portfolio including Johnnie Walker, Singleton and Talisker. Shoppers can discover the latest exclusive offerings, collections and browse by brands, bestsellers, and travel retail exclusives.

Read the full story on The Moodie Davitt Report here.