February 5 2024  |  Retailers

DFS reveals Wines and Spirits Boutique at Macau Four Seasons

By Hibah Noor

DFS celebrates the opening of its Wines and Spirits Boutique at Macau Four Seasons

Leading luxury travel retailer DFS Group unveiled its first-ever, 300sq m DFS wines and spirits multi-boutique concept zone in Macau, China on January 16.

The venue houses the finest wines and spirits from more than 140 brands including Hennessy and Penfolds, with The Macallan, The Dalmore and Johnnie Walker, all making their shop-in-shop debut in Macau.

Located within T Galleria by DFS, Macau, Shoppes at Four Seasons, the concept zone consists of four distinct areas: the House of Whiskey, Hennessy, Les Caves de Champagne and the new DFS Wines & Spirits store. DFS said the venue's grand opening “marks another significant step in establishing T Galleria by DFS, Macau Shoppes at Four Seasons as a sought-after destination for premium wine and spirits”.

An opulent whiskey cabinet claims pride of place in The Dalmore's first shop-in-shop design

According to the travel retailer, “an unparalleled multi-sensory experience” awaits customers stepping into this elevated destination in Macau that caters to enthusiasts, collectors, connoisseurs and novices. With the Lunar New Year fast approaching, these boutiques also present an array of limited-time festive offerings to usher in the Year of the Dragon.

Daniel Licari, Senior Director, Global Merchandising, Spirits Wine Tobacco and Food of DFS, commented, “We are excited to present DFS’ newest wines and spirits concept in Macau Four Seasons that has reimagined the liquor shopping experience. This is highlighted by Hennessy, with the world's first rotating bar treating customers to an immersive visual and sensory experience. This exclusive experience is complemented with the option to personalize the Hennessy bottle with customization. Exclusively in Macau, and for a limited time only, you can pair your newly purchased liquor with a scoop of Hennessy XO gelato.”

Licari noted that within the House of Whiskey, DFS is offering the latest The Macallan, The Dalmore and Johnnie Walker interactive shop-in-shop. “Travelers can also set off on a whiskey journey tasting directly from the barrel with different single whiskey casks on rotation,” he said.

“In a world first, Penfolds has launched an AI Digital Sommelier encouraging wine discovery through their iconic extensive portfolio. We thank our brand partners Edrington, Diageo, Moët Hennessy, Whyte & Mackay and Treasury Wine Estates for their on-going support.”

The House of Whiskey showcases the grand debut of The Macallan, The Dalmore and Johnnie Walker shop-in-shop in Macau

House of Whiskey

House of Whiskey is a DFS proprietary concept which showcases the grand debut of The Macallan, The Dalmore and Johnnie Walker shop-in-shop in Macau. A multi-sensory experience, including tailored tasting opportunities directly out of the barrel, awaits DFS customers.

The Macallan’s shop-in-shop brings the brand’s 200-year acorn-to-glass story to life. A suspended acorn at the entrance marks the beginning of the creation of The Macallan’s iconic casks, which have come to signify its unrivalled commitment to the mastery of wood and spirits. As customers explore the space, a bespoke wooden unit indulges them in the extraordinary journey of the casks starting from the origins of The Macallan’s wood. The shop-in-shop further honors the single greatest influence on the brand’s single malts with its sherry-seasoned oak casks from which its whiskies derive their distinctive flavors, aromas and natural colors.

To celebrate The Macallan’s obsession with quality and craftmanship, a special aroma and tasting area has been set up to create a mesmerizing discovery experience.

The Dalmore’s world-first Whiskey Cabinet

An opulent whiskey cabinet is the centerpiece of The Dalmore's first shop-in-shop design in the world, encapsulating the brand's prestige, discernment, and premium feel. The display introduces the world’s first Dalmore nebulizer as the highlight of its aroma display that gives customers a hint of the fragrance of its casks.

Jancie Mclntosh, Head of Marketing (GTR, UK, Europe), Whyte and Mackay, said, “Whyte and Mackay are extremely proud to partner with DFS on The Dalmore Macau shop-in-shop. The Dalmore is showcased in a bespoke handcrafted design and presents our prestigious product range through an interactive, multi-sensory experience for travelers. We are excited to unveil this new collaboration with DFS and invite visitors to The Dalmore store to immerse themselves in the masterpiece of craftmanship.”

Johnnie Walker shop-in-shop

At the heart of the boutique, this shop-in-shop spotlights the world's most popular Scotch Whisky brand. Customers entering are free to engage, explore and enjoy Johnnie Walker’s curated collection of its brand, featuring aged liquids, travel retail exclusives, limited editions and new innovations, such as the Johnnie Walker Xordinaire and the special Year of the Dragon Johnnie Walker Blue Label edition. The space is decorated with bespoke wallbay shelving and custom-made terrazzo to underline the brand’s heritage and craft. Complementing a LED display of the products, a personalization area enables customers to purchase a one-of-a-kind gift boldly featuring their initials burnished onto a leather luggage tag.

As customers pass through a private seating area, they can interact with brand ambassadors to learn about Johnnie Walker’s traditions and craftsmanship. The marble-finished space hints at the selection of rare and precious liquids about to be revealed, aged Scotch malts and the Special Releases collection that are the quintessence at the heart of Johnnie Walker.

Sandra Tassilly, Commercial Director for APAC & MENA at Diageo, commented, “We are delighted to have this new ‘shop-in-shop’ concept for travelers in Macau. It has been specially designed with the shopper at its core, to facilitate exploration of the full Johnnie Walker range. With this new retail space, we are delivering an amazing brand experience featuring different ways to interact with Johnnie Walker; from interactive content to high-end service from our brand ambassadors, as well as bespoke personalization and gifting options.”


The 139sq m Hennessy boutique – the largest in Macau – is designed to capture the “spirit of indulgence”. Highlighted by a design derived from oak wood barrels, which are essential to the creation of Hennessy Cognacs, the boutique encapsulates the Maison’s history and culture through a fusion of its signature colors and patterns with modern architectural elements.

The boutique’s crown jewel is the world-first exclusive Hennessy Rotating Bar where customers can savor Hennessy Cognacs. The boutique also invites customers to explore their senses through a Senses of Hennessy journey, where they can discover their ideal Hennessy Cognac match through videos, aromas and sounds. Beyond Cognacs, the space also showcases Moët Hennessy Travel Retail’s popular champagne brands including Dom Pérignon, Moët & Chandon and more. A limited-edition Hennessy XO ice cream will also be served.

A private VIP Lounge features ultra-luxe Cognac selections and personalized tastings. Completing the experience is the Hennessy Hands and Art of Gifting atelier’s customized bottled services with engraving and leather adornments.

DFS Wines & Spirits Store

The new DFS Wines & Spirits store features highly digitalized decorations, including larger-than-life LED screens, creating an immersive and futuristic ambiance. An interactive digital tasting bar allows customers to embark on tasting journeys, offering whisky samples directly from selected casks. A rotating selection of whiskies and exclusive DFS casks enhances the overall experience for customers. To enrich their knowledge through tasting, masterclasses on wines and spirits will be hosted at a state-of-the-art digital sampling table.

The Penfolds shop-in-shop is dedicated to one of Mainland China's most celebrated wine brands said to be grounded in “experimentation, curiosity and uncompromising quality”. Its in-store showcase features an exceptional collection of wine with its recognizable ‘House Style’ that expresses a time-honored tradition of sourcing the freshest fruit from the finest regions. Enhancing the pleasure of purchasing Penfolds wine is the world's first Penfolds digital sommelier, guiding customers to discover their ideal Penfolds wine with recommendations tailored to their palate preferences, budget considerations and more.

Penfolds is marking Lunar New Year celebration with exclusive festive packaging on its gift boxes and red packets highlighting the Year of the Dragon. More holiday offerings are available in store including Penfolds trolley bag, Riedel Glass and Penfolds thematic greeting card that further ensure shoppers bask in the essence of tradition and sophistication throughout the festival.

Copyright 2024 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap