Pioneering Royal Salute whisky boutique returns to Dubai Duty Free at DXB Terminal 3

Pernod Ricard Global Travel Retail (PR GTR) and Royal Salute have relaunched their dedicated whisky boutique with Dubai Duty Free for the second consecutive year, showcasing some of the rarest and most exclusive expressions in travel retail.

The premium 62-square-meter space offers travelers guided tastings and access to products unavailable in domestic markets, reinforcing Royal Salute’s quintessential proposition of rarity, craftsmanship and elevated discovery.

Inspired by the brand’s unique heritage and links to the British Monarchy, the experiential boutique houses a collection of very special editions from the Royal Salute portfolio, including Royal Salute Art Edition: Forces of Nature by Kate MccGwire (accompanied by an extraordinary MccGwire sculpture); Royal Salute 55YO – Time Series; Royal Salute Coronation of King Charles III Edition; Royal Salute House of Quinn by Richard Quinn and Royal Salute 25-Year-Old – The Treasured Blend, created especially for Dubai Duty Free.

Occupying the same prime location in Terminal 3 of Dubai International Airport as it did last year – in close proximity to high-end fashion, perfumes and cosmetics - the Royal Salute Dubai Duty Free boutique hopes to emulate the success of its first iteration when, just four months after the store opened, the whole collection of Royal Salute Platinum Jubilee Editions was sold for a record-breaking US$140,000, the highest single transaction in the retailer’s wines and spirits history.

Drawing travelers in with its striking aesthetic and welcoming brand consultants, visitors will be introduced to the store’s four areas: The Classics & Inspired, The Pinnacle, The Experience area and The Exclusives. Captivating digital, OOH and in-store media serve to immerse travelers in the opulent Royal Salute universe whilst tutored tastings are available of stellar expressions such as Royal Salute 25-Year-Old – The Treasured Blend, and Royal Salute 26 YO Amarone Cask – another Dubai Duty Free exclusive in travel retail, launched to coincide with the retailer’s 4th anniversary in 2023.

Making its debut in Dubai is Taste Odyssey, a first-of-its-kind tasting app conceived by PR GTR’s Retail Excellence team. The app guides brand consultants and consumers through a slower, more sensory-focused experience that helps them better understand each liquid and then take their learnings home to impress friends and family.

The Royal Salute Dubai Duty Free boutique was officially relaunched December9 by senior leaders from both PR GTR and Dubai Duty Free, including Laurent Pillet, CEO, and Ramesh Cidambi, Managing Director, respectively. After the ribbon-cutting ceremony and a demonstration of the Taste Odyssey experience, VIPs were gifted a commemorative box featuring a pair of Royal Salute tumblers – the same gift that travelers will receive with any purchase of US$550 or above.

Pierre-Aymeric Du Cray, Chief Executive Officer, Pernod Ricard Middle East commented, “For brand owner and retailer to invest in a pop-up store of this caliber is a true reflection of the strong partnership we enjoy with Dubai Duty Free; it is also testament to the importance of travel retail as a key channel to elevate both the image and reach of Royal Salute, and as an effective brand-builder. For such a pop-up to be commissioned for a second consecutive year is just remarkable and we are delighted to have the opportunity to deliver more world-class luxury experiences to travelers in the Gulf region.”

Ramesh Cidambi, Managing Director, Dubai Duty Free, added, “We are pleased to once again partner with Pernod Ricard Global Travel Retail to launch this unique Royal Salute pop-up boutique, showcasing an exceptional selection of ultra-prestige Scotch whisky. This is another example of our strong partnership and our ability to create premium, discovery-led retail environments - a key competitive advantage. Through this pop-up, we are offering our customers an outstanding experience that we are confident will be a big a hit with whisky lovers and collectors.”