Diageo and WORLD DUTY FREE GROUP launch JOHNNIE WALKER® EXPLORERS’ CLUB COLLECTION concept store in Heathrow – Scotch Whisky News

AA Johnnie Walker Explorers' Club Collection Pack Shot


Alexander Walker’s Travellers’ Room returns to its roots in London 

London, UK, March 2014: Diageo Global Travel and Middle East (GTME) and World Duty Free Group have today opened an exclusive concept store in the departures concourse of London Heathrow Terminal 4, for JOHNNIE WALKER EXPLORERS’ CLUB COLLECTIONTM, the major global marketing initiative that represents one of Diageo’s most significant investments in travel retail. 

The innovative, luxurious open-design site pays tribute to the travelling heritage of the John Walker & Sons agents who journeyed the world in the 19th and 20th Centuries, navigating their way down the famous trade routes in pursuit of new business and adventure. 

It is based on the spirit of the Travellers’ Room established by Alexander Walker at the company’s headquarters in the City of London in the 1890s. Close to the shipping houses and docks from which its agents journeyed the world, they gathered to exchange stories and learnings from their travels, in turn inspiring generations of master blenders. This activation is a modern-day reimaging of this Travellers’ Room for contemporary voyagers to enjoy. 

It features a deluxe tasting bar where travellers can engage with trained JOHNNIE WALKER ambassadors and discover the JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION travel retail exclusive releases – THE SPICE ROADTM, THE GOLD ROUTETM and THE ROYAL ROUTETM. The store also combines JOHNNIE WALKER inspiration and education areas alongside a retail zone, which offers for purchase, all of the blends in the JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION. The activation offers a superior travel retail shopping experience for those journeying through London Heathrow, and enables travellers to fully immerse themselves in the history of the brand and the collection, prior to purchase. 

Paul Downing, Key Accounts Director, Diageo Global Travel: “This innovative activation is a direct result of the excellent partnership we have with the World Duty Free Group both here in London Heathrow and further afield. The scale of this concept store represents our commitment to our highly valued travel retail consumers. We are continuously looking for ways to engage with busy travellers. The concept store is a striking spectacle that brings to life the brand’s heritage in travel, exciting and inspiring customers on their journeys. 

“In keeping with the style of the Travellers’ Room, where the agents swapped samples and tales from their voyages, consumers who visit the JOHNNIE WALKER EXPLORERS’ CLUB will be able to return from their adventures with something they cannot buy at home – the JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION, a range of Blended Scotch Whiskies designed exclusively for travellers.” 

Eugenio Andrades, Chief Commercial Officer of World Duty Free Group, said: “We are truly excited to welcome the JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION activation to London Heathrow. We are pleased and proud to host the first concept store this year and are thankful for this fantastic trinity project with Diageo and Heathrow, helping to highlight the strength of our on-going partnerships with both the brand and the airport. We are confident that the activation will surprise and delight our customers, offering them a truly unique shopping experience. Since the JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION launched in November 2012 it has been very popular with global travellers and is regarded as a brilliant example of a highly successful travel retail exclusive.” 

The store officially opened for business on 25th February. It will welcome global travellers until the end of May where they can purchase THE JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE SPICE ROAD (RRP £32.99), THE GOLD ROUTE (RRP £84.99) and THE ROYAL ROUTE (RRP £125). 


About Diageo

Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan’s, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Tanqueray and Guinness. 

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit www.diageo.com. For Diageo’s global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit www.DRINKiQ.com.  

Celebrating life, every day, everywhere. 


The JOHNNIE WALKER, EXPLORERS’ CLUB COLLECTION, THE SPICE ROAD, THE GOLD ROUTE and THE ROYAL ROUTE words, the Striding Figure device and associated logos are trade marks. © John Walker & Sons 2014. 

About World Duty Free Group: 

World Duty Free S.p.A., is the holding company of World Duty Free Group, one of the world’s leading travel retailers, operating mainly in airports and with a broad geographical reach. It has operations in 21 countries and more than 140 locations with over 500 stores, from its heartland in Western Europe, to the Americas, the Middle East and Asia. In 2012, the company posted a turnover of more than 2,002 million Euros

World Duty Free Group’s core business is tax and duty free shopping and its proposition covers the complete spectrum of airport shopping including Beauty, Wines & Spirits, Food & Confectionery, Tobacco, Sunglasses, Watches & Jewellery and Souvenirs. 

World Duty Free Group operates some of the most exciting and engaging airport shops in the world, with focus on the customer and innovative marketing programmes, including multi channel digital and live in-store interactive promotions. 

World Duty Free S.p.A. is listed on the Italian FTSE MIB 40 since 1 October 2013 with the ticker symbol WDF:IM. 

World Duty Free Group has been awarded as Airport Retailer of 2013 by Frontier Magazine.

For more information, please visit www.worlddutyfreegroup.com


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