Diageo & DFS collaborate on whisky e-boutique in North America

Diageo Global Travel has partnered with DFS Group and travel retail company Inflyter to launch a digital whisky e-boutique for travellers in selected North American airports.

The Johnnie Walker Boutique, which is accessible via the Inflyter app, is the first branded digital boutique on this mobile platform and also the first from a travel retailer. It allows travellers to explore the whisky category before they fly, make purchases and organise airport collections.

The e-boutique, available on iOS devices, offers Diageo’s portfolio of Single Malt and Blended Whiskies in North American airports including San Francisco International, JFK Terminal 4 and Los Angeles Tom Bradley Terminal.

The shop-in-shop experience allows users to browse products and access brand content across bestsellers and travel retail exclusives, as well learn more about Diageo’s Single Malt and Blended Whiskies.

Eduardo Barp, Managing Director at Diageo Global Travel, said: “I’m delighted that in conjunction with DFS Group and Inflyter, Diageo Global Travel has been able to collaborate in the creation and launch of a dedicated whisky e-Boutique in locations across North America. We’re proud to have developed an accessible and enjoyable way for travellers to make purchases and explore the category.

“As part of Diageo’s category strategy, this platform will continue to enhance our growth pillars, including the ‘all-year gifting’ and ‘flavour exploration’ pillars in particular.”

Commenting on the launch, Christophe Marque, DFS President Merchandising said: “At DFS we continually seek to innovate and elevate our customers’ shopping experience, and airports are a perfect environment to introduce new technology.

“We are delighted to launch the first Diageo-DFS-Inflyter Whisky Boutique with our valued partners Diageo and Inflyter, providing travellers departing from Los Angeles, San Francisco and JFK Terminal 4 airports with a new way to conveniently select and purchase their favourite spirits before they travel.”

Wassim Saade, CEO of Inflyter, added: “With our ongoing investment in new digital, duty-free shopping experiences and retail media concepts, we were confident that our innovative fully branded boutique concept would be an attractive proposition to travel retailers and brands in offering a differentiated way to reach more travellers, showcase beyond a product assortment, and create the opportunity to deliver more integrated digital, mobile, in-store and in-airport experiences for their customers.”