Dewar’s opens first whisky emporium in Asia

Bacardi Global Travel Retail has teamed up with the Ever Rich Duty Free store to open the first John Dewar & Sons Fine Whisky Emporium in an Asian airport.

Bacardi Global Travel Retail and Ever Rich have opened the first John Dewar & Sons Fine Whisky Emporium in Asia

Located in Taiwan Taoyuan International Airport, the emporium aims to capitalise on the “strong potential for future growth in Taiwan” brought about by a large number of shoppers seeking rare, aged malts and blends.

The outlet features an open-fronted design with two backlit windows inside that seem to look out on to the Aberfeldy distillery and countryside.

Brand ambassadors will be on hand at the store to meet travellers and offer tutored tastings of the House of Dewar’s range, including Craigellachie, Aberfeldy, Glen Deveron and Dewar’s.

Gift services at the emporium include bottle-neck wax dipping in the signature Dewar’s red wax.

“We are delighted with our first John Dewar & Sons Fine Whisky Emporium at scale, brought to life with a stunningly professional execution through our partnership with Ever Rich at Taiwan Taoyuan, a location we regard as one of the very best shop windows in Asia,” commented Irving Holmes Wong, regional director Asia-Pacific and MEA, Bacardi Global Travel.

“I believe the high quality theatre inside the store is critical to its success, and we are witnessing how this positively impacts shoppers.

“They are definitely spending more time browsing to explore Dewar’s range in detail, interacting with our brand ambassadors to learn more about the individual whiskies, their provenance and respond positively to the importance we place on age statements in both the single malts and Dewar’s aged blends.

“This authentic story-telling shopping experience helps create personal memories of their travels, and the resulting strong conversion levels are excellent.”