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Royal Salute debuts The Kingdom Club

Pernod Ricard Global Travel Retail has launched The Kingdom Club, an interactive virtual experience that showcases its Royal Salute whisky brand to duty free shoppers.

Royal Salut The Kingdom Club
The Kingdom Club gives shoppers the chance to explore Royal Salute’s whiskies

Scotch whisky Royal Salute has introduced its 3D interactive online portal with Lotte Korea Changi Airport Group, offering consumers the chance to explore the brand’s range, including limited edition whiskies such as Polo Estancia, and Changi-exclusive Singapore Limited Edition.

Liya Zhang, vice-president of marketing, Pernod Ricard Global Travel Retail (GTR), commented: “The shopper journey starts long before a traveller arrives at the airport.

“Pre-trip digital discovery is playing an increasingly influential role in the airport retail shopping journey, with a 5% rise in travellers expected to purchase alcohol online in the channel compared to pre-pandemic levels.

“We’re really excited to be launching this experience with Royal Salute, which brings the brand and its expressions to life for the shopper, to inspire them to continue their journey by visiting immersive activations once they are in store.”

The Kingdom Club is an exclusive launch for the duty free channel, and customised with key retail partners.

Shoppers can explore three themed rooms: The Secret Bar, The Club Gallery and The Kingdom Vault. Orders can be placed through The Kingdom Club, for shoppers to collect when they arrive at the airport.

SK Lee, vice-president and head of merchandising group, Lotte Duty Free, said: “I’m excited that Lotte has worked so closely with Pernod Ricard to come up with such a strong digital virtual experience for Royal Salute – the very first in the travel retail market.

“As Lotte Duty Free continues to drive enhanced digital experiences for our customers, we look forward to keeping the momentum going on future digital projects with Pernod Ricard.”

Royal Salute recently marked the Queen’s 75th Platinum Jubilee with a limited edition Scotch, inspired by seven of the monarch’s ‘iconic’ brooches from her personal collection. Only 147 bottles were released.

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