The global travel retail (GTR) arm of Pernod Ricard has unveiled The Malt Gallery at Delhi airport, which showcases Speyside single malts.
The range exhibited includes brands The Glenlivet, Aberlour, and Secret Speyside.
The Delhi showcase is the first-of-its-kind, with Pernod Ricard intending to expand to more airports in the future.
Liya Zhang, vice-president of marketing at Pernod Ricard global travel retail, commented: “We’re thrilled to be launching the first exhibition of The Malt Gallery for travellers at Delhi airport. We know that travellers are looking for new and different ways to explore single malts, and with so much choice it can often feel like a complex category.”
The experience aims to educate and engage consumers, and is divided into two ‘zones’: Groundbreakers and Masterpieces.
The Groundbreakers zone is focused on discovery, targeting newcomers to the single malt category. It presents The Glenlivet and Aberlour whiskies.
Meanwhile, Masterpieces caters to the ‘connoisseur’ by delivering a collection of prestigious single malts including those from ‘lost distilleries’ from Secret Speyside, and rare expressions from The Glenlivet.
This zone also features a sensory experience, with brand stories brought to life through animated content, projections and soundscapes.
Zhang added: “The interactive activation aims to create an engaging shopping experience that has been specifically curated to reveal the different characters of single malt. Taking inspiration from the art world, the Malt Gallery has been carefully curated to cater to everyone’s tastes.
“We believe there is a product for everyone regardless of where they are on their single malt journey and The Malt Gallery is the perfect place for travelling shoppers to discover more.”
Travellers will be able to explore the display for the remainder of December.
Ashish Chopra, CEO Delhi Airport duty free, said: “We’re continually seeking to offer unique and engaging shopping experiences for our consumers that are aligned to their requirements and interests.
“We are seeing an increase in Indian shoppers’ interest in engaging immersive experiences, particularly in the malt category, so it’s fantastic to see that the world premiere of The Malt Gallery exhibition is taking place at Delhi Duty-Free, and we are confident that our customers will enjoy the sensorial experience while learning more about the category.”
Pernod Ricard recently revealed that it saw an 11% sales hike in its first financial quarter (Q1) of 2023, boosted by double-digit growth for all spirits categories.
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Author: Alice Brooker