William Grant’s to roll out Collectors’ Corner concept

Joe Bates

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The supplier has unveiled plans for a new stand-alone concept, Collectors' Corner, to be rolled out across eight airports globally over the next year and a half

William Grant & Sons plans to ramp up its market-leading position within the growing duty-free single malt whisky category with the roll-out of a new shop-in-shop concept called Collectors’ Corner. 

The product assortment in the new in-store areas will showcase high-end vintage and rare single malt whiskies. Each Collectors’ Corner will boast full-time sampling staff and plasma touch screens, displaying educational material such as tasting notes and distillery information. William Grant-owned Glenfiddich and The Balvenie will occupy a dominant position in the product offer, but other brands will also be available.

William Grant’s wants to open three Collectors’ Corners at Asian airports, one in India, three in the UK and one in the US over the next two years.

For more information on Collectors' Corner and William Grant’s brands, see the DFNI William Grant & Sons Malt Whisky Supplement with the next issue, DFNI April 15.