The Macallan single malt Scotch whisky and parent Edrington officially opened its first stand-alone boutique in partnership with Ever Rich Duty Free at Taiwan Taoyuan International Airport.
The eye-catching 44sq m store is situated in a prime departures location just after immigration, facing one of Ever Rich Duty Free’s key liquor & tobacco stores.
The move builds on Ever Rich Duty Free’s status as the number one customer for The Macallan in travel retail, and on Taiwan’s status as the brand’s biggest market in the channel.
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Edrington Global Travel Retail Managing Director Aristotelis Baroutsis said, “We hope to engage not only with existing fans of The Macallan and whisky connoisseurs but also create a lasting impression on a new generation of consumers in Asia through an immersive and memorable experience.”
Boutique design
The design is inspired by The Macallan’s new distillery and visitor experience (set to open in early 2018). The boutique aims to bring to life the brand’s heritage through storytelling and experiences.
It also offers the widest selection of The Macallan in duty free, including a number of exclusive and rare expressions. These include the newly launched Classic Travel range; limited edition Archival Series Folio 1, available only at the distillery in Scotland and at this boutique.
A new Boutique Collection, created especially for Ever Rich Duty Free, will be introduced towards year-end, starting a new series of limited editions for this location.
The store delivers a mix of ultra-luxury and more accessible items, with price points ranging from US$75 to US$45,000.
(Source: The Moodie Davitt Report)