Diageo Global Travel was delighted to showcase its exclusive spirits portfolio and new consumer experiences at the 2023 China International Consumer Products Expo held in Haikou, the capital of South China’s Hainan province.
This follows the recent opening of Diageo Global Travel’s new Whisky Boutique in Haikou last month. Some of the new products on display will include the new Johnnie Walker Blue Label Cities of the Future limited edition, the incredible bottle designs from globally renowned artist Luke Halls.
At this year’s expo (April 11-15), guests sampled the stories and flavours behind some of the world’s most luxurious spirits in a fully immersive and dynamic experience at the Diageo stand. Attendees could experience rare and limited edition whiskies including Johnnie Walker Blue Label and single malts including Talisker, Mortlach and The Singleton.
This is the third year in a row that Hainan has hosted the prestigious event and the second year Diageo has exhibited at the event. It demonstrates the significance of this one-of-a-kind retail and tourist hub for travellers. Diageo is proud to be part of the offshore duty-free centre in Hainan, and the expo and the new boutique demonstrate this commitment.
This year Diageo China and Global Travel focused on Johnnie Walker Blue Label – the prestigious blended Scotch whisky crafted using rare, hand-selected Scotch whiskies, known for its remarkable depth of flavour.
The recently launched Johnnie Walker Blue Label Cities of the Future limited edition series of designs explores themes of geoengineering, AI empowerment, and technologies which defy physics, bringing the worlds of scotch and luxury together with ultra-modern design and future thinking. The intricate illustrations reimagine a thriving and vibrant future in 2220 with transformed cityscapes and skylines.
Commenting on the event Andrew Cowan, Managing Director, Diageo Global Travel, said: “China is such an important market for Diageo Global Travel, and our rare Scotch whisky. We have found a new home in Hainan and so we were hugely excited to return to the China International Consumer Products Expo this year again. Hainan is a standout shopping region with unique attributes in its offshore duty-free shopping. The expo is a fantastic opportunity for businesses, industry partners and consumers to come together to discover the best products and learn from one another.
“It is the perfect moment for us to showcase the new Johnnie Walker Blue Label Cities of the Future limited edition design exclusively for consumers at the expo.”
Atul Chhaparwal, Diageo Managing Director Greater China, adds: “China is one of Diageo’s top 3 strategic markets globally. The third Hainan Expo sends a positive signal on China’s continuous opening-up and strengthens our confidence in the China market. We hope to leverage the Expo as an important showcase for Diageo’s diverse and premium product portfolio, as well as our increasing investment in local innovation based on Chinese consumers’ demands. This is all part of our ‘In China, for China’ commitment.”
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