Diageo Global Travel, 14 November 2016: Diageo Global Travel is proud to announce the opening of a new JOHNNIE WALKER HOUSE retail showcase store in Bahrain Duty Free, in collaboration with Aer Rianta International (ARI). The store is located within the newly renovated Bahrain Duty Free departures area, and represents the first permanent JOHNNIE WALKER HOUSE to be launched in the Middle East.
The JOHNNIE WALKER HOUSE at Bahrain Duty Free joins an elite network of JOHNNIE WALKER luxury whisky embassies worldwide including; Mumbai, Singapore, Amsterdam and recent successful launches in Beijing and Incheon Airports, as well as several flagship stores in the domestic channel, including Beijing, Shanghai and Seoul – continuing the brand’s mantra of ‘Keep Walking’.
JOHNNIE WALKER HOUSE Bahrain is a multi-sensory embassy designed to educate and inspire travellers by offering a luxurious and interactive shopping experience that encapsulates the history, provenance and pioneering spirit of the largest Scotch Whisky Brand in the world*.
Dayalan Nayager, Managing Director, 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.”
“I would like to thank our partners Aer Rianta International and Bahrain International Airport for the collaboration. Bahrain International is a key international travel hub, forecasted to welcome 7 million passengers in the 2016 calendar year, with strong passenger growth predicted in the coming years. This growth, combined with the escalating demand for luxury spirits in travel retail, offers a prime opportunity for JOHNNIE WALKER to deliver an innovative shopping experience to travellers, as well as giving them access to some of the world’s finest Scotch Whiskies.”
Built around the theme of ‘Whisky Conversations,’ JOHNNIE WALKER HOUSE Bahrain seamlessly combines luxury whisky innovation with art, design, rich heritage and culture. Shoppers can fully submerge themselves in the history of JOHNNIE WALKER and its famous liquids through a number of striking features including:
- A ‘whisky scent bar’ where travellers can fully appreciate the many layers of the liquid’s subtle flavours and aromas.
- Exclusive personalisation and gifting opportunities through unique gifts with purchase and customised labelling.
To celebrate the launch of the first JOHNNIE WALKER HOUSE in Bahrain, 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.
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.”
“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 standalone luxury boutique occupies 15sqm, and has been constructed with an architecture that brilliantly 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 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 realizes 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.”
Courtesy Johnnie Walker House