World of Whiskies

Client: William Grant & Sons & World Duty Free
World of Whiskies is a specialist travel retail concept, owned and developed by World Duty Free. It operates standalone stores at Heathrow Airport (all terminals), Gatwick South, Gatwick North and Stansted, and also shop-in-shops in Heathrow T1, Glasgow and Edinburgh. Offering customers a range of over 350 brands of whisky including rare, niche and exclusive bottlings, the stores also boast highly knowledgeable staff to provide further customer service. The World of Whiskies concept was over 10 years old and needed to be revamped.

Brief: Sheridan & Co was tasked with developing a retail concept which differentiates the store from other world duty free areas and give consumers a reason to visit.

Response: The main theme behind the concept is ‘personal discovery.’ By de-mystifying whisky & creating theatre in store we would not only reinvigorate the space but inspire current customers & attract new. The aim was to create an aspirational lifestyle experience. This was achieved by addressing how the products are presented and promoting the ‘occasion’ for drinking whisky.

Testimonial: The result fo the redesign produced an initial 20% uplift in sales before the terminal officially re opened in December 2009 and according to Martin Moodie, who compiles the Moodie Report, on his visit on 17th November 2009, claimed the store was “the best whisky environment in the world”. The store then went on to win a Highly Recommended accolade in the DFNI 2009 Awards.

Tags: experience, brand experience, whisky, retail strategy, travel retail, store design, retail design,