William Grant and Viking Line open Whisky Emporium

William Grant and Sons and Viking Line have announced the opening of Whisky Emporium, situated within the largest floating tax-free shop onboard new ship Viking Grace.

The whisky cask-shaped emporium will carry all William Grant’s core whisky products, including Glenfiddich, The Balvenie, Garnt’s and Tullamore Dew within the 1,500msq shop.

“We are very pleased to be cooperating with William Grant & Sons on this project,” said Kim Engblom, sales and purchasing manager at Viking Line Tax Free. “The Whisky Emporium takes tax free shopping to a whole new dimension, and with the commitment shown by William Grant in engaging and interacting with the consumer onboard, we are confident of excellent feedback and results.”

Customers will be given the chance to sample the group’s whisky products at the new permanent tasting tables, which feature brand information and tasting notes.

Screens inside the Whisky Emporium shop will show The Glenfiddich Distillery movie, giving guests an insider’s view into the history and workings of the Glenfiddich Distillery in Speyside.

“This is a fantastic opportunity for William Grant & Sons to showcase its pioneering strength, whilst highlighting Glenfiddich as ‘The World’s Most Awarded Single Malt Scotch Whisky,” said Anneli Sjoblom, brand manager of Nordic travel retail and Norway domestic at William Grant.

The Viking Grace began service on 15 January and will be routing the Baltic Sea between Stockholm, Mariehamn Aland and Turku Finland.