Pernod Ricard India opens Luxe Boutique

Pernod Ricard India has partnered with Mumbai Duty Free to open the first Luxe Boutique concept at Mumbai’s Chhatrapati Shivaji International Airport Terminal 2.

Pernod Ricard India’s Luxe Boutique is said to be the first wine and spirits store of its kind

Described as a “first-of-its-kind” wine and spirits store, the Luxe Boutique features an “unparalleled” range of Pernod Ricard brands under one roof.

The store was designed under the “fluid architecture” theme, with a large, illuminated, droplet-shaped centrepiece. Products sit in the gently waved back walls, said to add to the “sensorial environment” of the concept.

Digital and education aspects both feature strongly. The “Digital Interactive Area” enables shoppers to learn about single malt and Scotch brands by placing a bottle on the screen. Using RFID technology, the system will then display information about the bottle they have picked up.

Alongside popular brands, the Luxe Boutique product assortment includes Chivas Regal Icon, priced at US$3,500.

Also on-shelf among the 40 skus are Royal Salute 62 Gun Salute, Chivas Regal 25 YO, Ballantine’s 30 YO, The Glenlivet 25 YO, Ballantine’s 17 YO, Royal Salute 38 YO, Absolut Elyx, G.H. Mumm Champagne & Brancott Estate wines.

“We are proud to present our first exclusive luxury retailing experience – the Luxe Boutique store here in India,” said Kartik Mohindra, business head, international brands at Pernod Ricard India at the opening.

“Indian consumers are increasingly adopting luxury wines and spirits and this unique boutique will provide an exclusive yet intimate brand experience across our entire portfolio. A joint initiative with Mumbai Duty Free, we are sure travellers and shoppers will enjoy a truly luxurious experience with our brands.”

Manishi Sanwal, Mumbai Duty Free managing director, added: “Here at Mumbai Duty Free, we continuously aim to bring our customers the best in travel retail and are thrilled to partner with Pernod Ricard to unveil the world’s first Luxe Boutique right here at Mumbai International Airport.

“From the luxury product offering to the interactive, digital shopping experience, we’re confident travellers will love this new addition to our footprint and look forward to working with Pernod Ricard on more exciting customer experiences at the Luxe Boutique going forward.”

Mumbai Duty Free is a joint venture between travel retailers DFS Group and Flemingo, which started operations at the Indian airport in 2014.

In March 2015, Pernod Ricard reportedly sought a Rs1,500 crore (£161 million) loan in order to increase its footprint in the Indian market.