William Grant & Sons has partnered with Lagardère Travel Retail to open a pop up shop for Glenfiddich – the world’s most awarded single Scotch malt whisky - at Paris Charles de Gaulle, Terminal E, Gate L throughout June. This experiential shop enables travellers to take a distillery tour with a difference - whisky enthusiasts can now visit the famous Glenfiddich Dufftown distillery using ground breaking virtual reality (VR) technology.
The 29 sq m pop-up shop combines French and English language and imagery to attract visitors into the area, highlighting the opportunity to “Journey into the Mind of the Malt Master”, along with the availability of Travel Retail Exclusives and “Rare and Exquisite Whiskies”.
The Virtual Reality experience is an ambitious project that takes viewers from Paris directly into the heart and soul of the Glenfiddich distillery, highlighting the mastery and craft of single malt whisky production. Users are taken on a 360° journey, soaring above the Speyside countryside and from there are plunged into the distillery. They are given a unique perspective from inside a mash tun, steaming copper pot stills slide past, fermenters drop down and thousands of casks in the warehouse build up around them. Hosted by a charming Scottish guide, the iconic Glenfiddich stag makes a memorable appearance or two.
Alongside the VR experience, anyone purchasing a bottle of Glenfiddich is offered a specially designed gift card for extra personalisation and uniqueness.
William Grant & Sons’ regional marketing manager Emma Humphreys said: “At William Grant & Sons we’re continually looking at new ways to introduce consumer engagement and theatre within the airport retail environment; in a way that reflects the DNA of the brand in question. This virtual distillery tour continues the rich vein of innovation that Glenfiddich is known for, using cutting edge technology to take travellers into the heart of the brand’s family-based, craft-orientated heritage.”
Adds Lagardère Travel retail Product Management Director – Liquor, Tobacco, Food, Electronics, Toys, Francoise Flament: “We work regularly with William Grant & Sons to bring activations into the airport that really have a positive effect on the relationship we have with our customers. Once again, they have exceeded our expectations with the Glenfiddich pop up shop and distillery tour. Using cutting edge VR technology allows passengers to be truly in the Glenfiddich story and its Dufftown home, creating both memorable experiences and showcasing the Scotch whisky brand. This reflects well on the category as a whole, raising interest and improving traffic flow in the total retail area.”
Journey into the Mind of the Malt Master is being premiered at Buy Paris Duty Free and will be showcased at other key airport locations globally throughout this year. The film will also be available live online, across the brand’s social channels and maximising the recently updated VR functionality on YouTube and Facebook.
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