Johnnie Walker concept store in T4

Diageo Global Travel and Middle East (GTME) and the World Duty Free Group have opened an “exclusive concept store” in the departures concourse of London Heathrow Terminal 4, for Johnnie Walker Explorers’ Selection, a major global marketing initiative that GTME says represents one of Diageo’s most significant investments in travel retail.

The store is described as an “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”.

Diageo GTME says 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. This activation is said to be a modern-day re-imaging of this Travellers’ Room for contemporary voyagers to enjoy.

It features a deluxe tasting bar where travellers can engage with trained Walker ambassadors and discover the Explorers’ Club Collection travel retail exclusive releases – The Spice Road, Gold Route and Royal Route.

The store also combines Walker “inspiration and education areas alongside a retail zone”, which offers for purchase, all of the blends in the collection.

Diageo Global Travel key accounts director Paul Downing, said: “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 –a range of blended Scotch whiskies designed exclusively for travellers.”

World Duty Free Group chief commercial officer, Eugenio Andrades, said: “Since the Johnnie Walker Explorers’ Club 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 is open until the end of May where they can purchase The Spice Road at £32.99), Gold Route (£84.99) and the Royal Route (£125).