Diageo to ‘invest heavily’ in Johnnie Walker in GTR

27th March, 2018 by Melita Kiely

Johnnie Walker owner Diageo has said it will “invest heavily” in the blended Scotch whisky brand’s travel retail presence this year, as it begins to roll out a new retail design globally.

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Johnnie Walker’s new retail design in Heathrow Terminal 5

The new look is part of fresh endeavours to highlight the origins of Johnnie Walker, and Diageo Global Travel will work with duty free partners to reinvigorate the brand’s visibility in airports worldwide.

The design will make its debut at Heathrow Airport, where Diageo Global Travel has been working with Dufry Group on a new retail design at the World of Whiskies store, situated in Terminal 5.

The concept takes inspiration from John Walker’s grocery shop in Kilmarnock, Scotland, where he first started blending and selling whiskies in the 19th century. It aims to imagine what the grocery shop would look like today.

Dayalan Nayager, managing director, Diageo Global Travel, said: “We are thrilled to start the roll out of our new retail concept at Heathrow’s Terminal 5. Heathrow Airport is one of the largest international hubs in Europe, with 78 million people passing through the airport in 2017 alone, with nearly half (over 40%) of those passing through Terminal 5.

“The new design comes as part of a global roll out, with Diageo GT and Johnnie Walker set to invest heavily in travel retail. We are confident travellers will enjoy this new shopping experience that explores the history and pioneering spirit of this much-loved brand.”

In December 2017, Diageo Global Travel opened its first luxury Johnnie Walker store in the Americas.

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