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Diageo and Delhi Duty Free launch online whisky shop

Diageo's global travel arm has launched its most advanced e-commerce whisky store to date in partnership with Delhi Duty Free.

Housed in Delhi Duty Free's website, the new hub aims to address growing demand for e-commerce channels in travel retail, allowing users to explore the Diageo portfolio and organise in-store collection. The site also hosts dedicated brand pages for uses to explore.

Delhi Duty Free is the first Diageo Global Travel partner to offer a whisky boutique housing recommended single malts - including The Singleton, Talisker and Johnnie Walker - with their own brand pages featuring product descriptions, tasting notes, video content and exclusive recipes.

The site also incorporates travel retail whiskies available exclusively through Duty Free and a gift guide section, as well as offering the Diageo Travel Retail gamefied platform 'What's Your Whisky', which uses artificial intelligence to match consumers to their perfect dram.

Eduardo Barp, managing director at Diageo Global Travel, said: "I'm delighted that in working with Delhi Duty Free and its associated agencies, Diageo Global Travel has been able to collaborate in the creation of these seamless online brand experiences which will play a key role in driving digital connectivity.

"As part of our recently unveiled category strategy, we're proud that this latest development will further enhance our pillars of growth, including 'all-year gifting' and 'enabling flavour exploration' in particular.

"Consumers are always looking for new shopper experiences and we believe this advanced online boutique will provide an easy but enjoyable path to purchase for both whisky lovers and those new to the category."

A spokesperson for Delhi Duty Free Services said: "Due to the pandemic, travellers are shifting away from spending time browsing in-store and moveing towards more planned purchases, with consumers researching online beforehand and buying from click and collect services. Delhi Duty Free has always invested in experiences so it was important for us to provide an engaging and experience-led way to shop.

"The objective of the new webpages is the offer visitors a simple yet exciting way to purchase whisky from Diageo's top-selling portfolio. Diageo and Delhi Duty Free teams conceptualised the development through a collaborative process, and we are incredibly proud to be the first travel retailer to develop such an interactive whisky boutique in partnership with Diageo."

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6 August 2021 - Bethany Whymark