The Whisky Experience Takes Over Hainan

It’s been one year since Dufry and Hainan Development Holdings opened their first shop at Haikou's Mova Mall in Hainan (China) and the store has just continued to grow, both in terms of customers and the product offering.

During the last quarter of 2021, Bacardi Travel Retail inaugurated three shop-in-shop whisky boutiques. The stores, one each for Dewar’s, Aberfeldy and the global travel retail-exclusive Glen Deveron, have been individually designed as an omnichannel experience, where customers can enjoy in-store tastings and personalized gifting options. Supported by digital technology, customers can explore and discover the brand stories, their provenance and craftsmanship.

Double ageing is a strong focus of the 17 m² Dewar’s boutique, and the in store journey educates customers about the craft involved in creating the blended Scotch. Digital engagement also includes the Dewar’s Double-Double range with a detailed explanation of its four-stage ageing process.

In the 19 m² Aberfeldy boutique, shoppers are drawn to a golden waterfall interactive screen, with the touchscreen transporting customers to the home of Aberfeldy and its renowned water source known to contain deposits of alluvial gold. The in-store journey then leads customers to the bar for guided tastings and the opportunity for purchases to be dipped in gold wax and embossed with initials for a more personalized gift.

The 19 m² Glen Deveron boutique evokes the brand’s home and gives customers a virtual escape from the “hectic real world to the calming serenity” of the Glen Deveron distillery location, with animated visuals that accompany the liquid sampling and an audio experience that opens up a new multi-sensory discovery of the Glen Deveron Royal Burgh Collection.