Diageo Global Travel’s Johnnie Walker unveils exclusive Vault pop-up at Changi Airport T3

Diageo Global Travel’s Johnnie Walker whisky brand has partnered with Changi Airport Group and Lotte Duty Free, to open a Johnnie Walker Vault pop-up in Terminal 3.

The pop-up provides travelers with a one-of-a-kind, multi-sensory and memorable experience, bringing to life Johnnie Walker Vault and The Couture Blend for travel retail shoppers.

The pop-up was officially opened at a bespoke launch event, featuring an exclusive Johnnie Walker Vault The Couture Blend tasting led by Johnnie Walker Master Blender, Dr Emma Walker, alongside whisky food pairings. In celebration of the novelty of The Couture Blend, which champions creative collaboration, guests experienced a bespoke Johnnie Walker Blue Label couture cocktail, crafted by winner of the Singapore World Class Bartender of the Year, Tryson Quek.

The pop-up opening coincides with a major launch event for Johnnie Walker Vault - The Couture Blend, which took place at the Marina Bay Sands hotel in Singapore. Acclaimed French creative director Olivier Rousteing is the first cultural collaborator invited to collaborate with Johnnie Walker Vault, and the event celebrated the second release from the Johnnie Walker Vault x Olivier Rousteing partnership.

Memorability and exclusivity are key drivers for consumers when choosing to buy in duty-free. This latest activation from Johnnie Walker, the number one brand in Travel Retail [IWSR 2024], aims to excite and educate travelers, by immersing them in the world of luxury Scotch and providing them with a unique opportunity to sample, explore and buy some of the most exclusive expressions of Johnnie Walker.

The pop-up features walk-in tasting experiences and personalized gifting services. A collection of the most exclusive Johnnie Walker offerings will be available to buy, including:

• Johnnie Walker Vault Couture Expression Spring, Summer, Fall, Winter

• Johnnie Walker The Couture Blend

• Johnnie Walker Blue Label

• Johnnie Walker Blue Label Xordinaire

• John Walker & Sons King George V

Changi Airport is the only travel retail location where Johnnie Walker Vault Couture Expression Spring, Summer, Fall, Winter is available to buy.

Consumers will also have the chance to personalize a bottle of Johnnie Walker Blue Label with a unique limited edition Singapore design and personalized gifting message.

Andrew Cowan, Managing Director of Diageo Global Travel, said, “The Johnnie Walker Vault pop-up is an excellent example of how travel retail’s number one brand, Johnnie Walker, is bringing the creativity, craftsmanship and liquid brilliance to life in travel retail. Consumers can experience some the most luxury expressions of Johnnie Walker and immerse themselves in the artistry behind the brand and the Scotch category. We are thrilled to be partnering with Changi Airport and Lotte Duty Free to bring this unique experience to life.”  

Hung Jean, Managing Director, Airside Concessions, Changi Airport Group, commented, “We are delighted that passengers passing through Changi Airport will have a unique opportunity to experience, taste, and explore some of the most exclusive Johnnie Walker whiskies at this pop-up. With the holiday season just around the corner, the personalized options create truly unforgettable gifts – perfect for whisky enthusiasts looking to share something special and meaningful.”

Jeff Jeong Soong Yu, Managing Director, LOTTE DUTY FREE, added, “This new whisky pop-up brings together exclusive collections, immersive storytelling and expert tastings to not only elevate the travel retail shopper experience but also engage new and curious consumers into the world of whisky and duty-free.”