Johnnie Walker shop opens in Heathrow T2

Diageo Global Travel has opened a permanent ‘shop-in-shop’ concept for Johnnie Walker blended Scotch whisky.

The store can be located in the World Duty Free shop in Heathrow Airport, Terminal 2.

The retail space features an LED display, with a ‘Whisky Explorer’ zone complete with an oversized interactive digital screen to help shoppers learn more about how Johnnie Walker whiskies are made.

Julie Bramham, global brand director of Johnnie Walker, said: “This new concept ‘shop-in-shop’ is designed with the shopper at the centre of everything, in order to facilitate exploration of the full Johnnie Walker range.

“With this new retail space, we are delivering an amazing brand experience with different ways to interact with Johnnie Walker, from unassisted exploration via interactive content to high-end service from our brand ambassadors, as well as bespoke personalisation and gifting options.”

The shop will allow travellers to personalise their purchases with on-site monogramming and gift-wrapping.

Andrew Cowan, managing director, Diageo Global Travel, added: “It is really exciting to open our first shop-in-shop in this new, more dynamic and immersive format.

“Alongside our partners at Heathrow and World Duty Free, we are working to offer our shoppers something unique, more luxurious, more engaging and more visual.

“The new shop-in-shop will bring to life the craft and versatility of our Scotch, providing passengers something personal for themselves or for loved ones to enjoy.”

In March this year, the blended Scotch whisky brand named the four winners of its 2023 Black Label Global Bartender Challenge.