Diageo Launches First Luxury Boutique in the Philippines

An experience like no other—Diageo is home to some of the world’s rarest and most exceptional spirits. In the Philippines, the company is expanding its presence in this space, starting with the launch of the Johnnie Walker Luxury Boutique in partnership with S&R.

Highlighting Diageo’s Rare & Exceptional portfolio which includes Johnnie Walker, this latest venture caters to needs for customization and exclusivity. It also hosts private mentoring where shoppers are given the opportunity to taste, view, and order a selection of the rarest whiskies that are only accessible to a select few.

Photo from Diageo

“The past years have shown a growing interest in scotch whisky globally, and this has also been felt here in the Philippines. It is evident in the growing assortment we see in retail and e-commerce. With the launch of the first-ever Johnnie Walker Luxury Boutique here in S&R, we are now even better positioned to meet the market’s demand for customization and exclusivity,” says Nio Judalena, Diageo Philippines Marketing Director.

In partnership with S&R Membership Shopping Inc., the country’s largest hypermarket, shoppers can now enjoy the breadth, depth, and exclusive offers of Diageo through the Johnnie Walker Luxury Boutique. It was launched last April 1 at S&R Nuvali in Sta. Rosa, Laguna. “S&R has always been the destination channel for imported spirits, and it just makes sense that the first-ever Johnnie Walker Luxury Boutique will be launched in this channel,” he adds.

Photo from Diageo

Diageo, Scotland’s largest exporter of Scotch whisky and other spirits, has an outstanding collection of over 200 brands enjoyed in more than 180 countries. Its brands are crafted, authentic, relevant, luxury, with something for every taste and celebration. Its flagship brand for the Luxury portfolio is Johnnie Walker Blue Label, where velvety smooth flavors blossom on the tongue. Johnnie Walker Blue Label comes from hand-selecting rare Scotch Whiskies with a remarkable depth of flavor. Only one in 10,000 casks make the cut. Best served neat, along with ice-cold water to enhance its powerful character.

“Filipinos like celebrating milestones, big and small, and one of the most thoughtful ways to signify the importance of a celebration is by bringing out a special bottle of whisky like Johnnie Walker Blue Label,” points out Fatima Espineda-Caeg, Marketing Manager for Diageo’s Dark Spirits Category. “Enjoying a dram is already a pleasurable journey on its own. From the smell of the whisky, the taste, the mouth-feel, and the finish, each and every sip is a unique experience because there is always more to discover in the deep and complex flavors of a whisky,” she explains.

Photo from Diageo

Alongside the launch of its first luxury boutique in the country, Diageo also showcases its John Walker and Sons Collection, which is the luxury tier of Johnnie Walker—a collection of exceptional blended Scotch whiskies inspired by its illustrious history and crafted using rare casks from its blenders’ unparalleled reserves.

The first Johnnie Walker Luxury Boutique in the Philippines is now open to the public. The boutique also features a Whisky flavor map for customers to explore other flavors of Diageo luxury portfolio, as well as an engraving machine where shoppers who purchase either a Johnnie Walker Blue Label or Mortlach Single Malt Scotch Whisky can customize their purchased bottles with a message or name via its in-store engraving services. The boutique also offers exclusive John Walker and Sons gift bags, and reusable gift tags for their everyday gifting needs.

It will also offer tasting kits for customers who purchase more than Php15,000 from the boutique, which will be
available until June 30, 2022.

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