Bacardi to launch Scotch ’emporiums’ in Paris

Bacardi will introduce John Dewar & Son’s Fine Whisky Emporium to two Paris airports, giving shoppers a “deeper understanding” of the group’s Scotch range.

The emporium encourages customers to sample the Dewar’s portfolio through a flight of whisky led by trained brand ambassadors

The drinks group has partnered with travel retail company Aelia install the concept, designed to engage shoppers with Bacardi’s Scotch collection across its portfolio of blends and aged single malts, in Paris’s Charles De Gaulle and Orly airports.

The emporium encourages customers to sample the Dewar’s portfolio through a flight of whisky led by trained brand ambassadors.

The tasting area is designed in the style of John Dewar’s original small wine and merchants shop where the brand began in 1846, and features a whisky dispenser and framed emporium picture.

Richard Cuthbert, global marketing manager for whisky at Bacardi global travel retail, said: “Over the past two years we’ve activated our commitment to launching aged whiskies with our esoteric range of rare single malts – Glen Deveron, Aberfeldy, Aultmore, Craigellachie, and Royal Brackla – and with aged Dewar’s blends.

“Second stage luxury shoppers are keen to discover brands like ours and are motivated by the intrinsics and heritage to enable them to ‘show they know’.

“The John Dewar & Sons Fine Whisky Emporium is a highly engaging customer experience which enables whisky shoppers to gain a deeper understanding of our range and to make informed choices on what’s most suited to their taste. “

John Dewar & Sons Fine Whisky Emporium will roll out across the globe as both temporary and permanent features over the coming months.