World Duty Free’s (WDF) World of Whiskies brand launched a new website, www.worldofwhiskies.com. The site will enable users to experience the World of Whiskies offer before arriving at the airport, access the specialist whisky expertise that until now was only available in stores and spend more time exploring the range of 300 whisky labels available.
Customers registering as members of the site can enjoy a number of benefits including the option to pre-order their whisky and collect them in the World of Whiskies store after passing through security, as well as receiving a free gift such as a selection of whisky miniatures when they purchase online. Other benefits include quarterly newsletters, advance details of the latest product launches, in-store events and tastings, competitions, special offers and free gifts. The site also has an interactive facility enabling members to rate and review any of the whiskies on the website and compare comments and tasting notes with fellow whisky connoisseurs.
WDF senior brand manager Jonathan Kelsey said: “The customer is at the heart of everything we do at WDF and we identified an opportunity to help extend the reach and accessibility of our whisky expertise to a much wider audience and deliver added value and benefits. The website takes the expertise and passion of our staff beyond the airport enabling us to reach current and new audiences and offer them member benefits when they register on our site.”
The new-look World of Whiskies brand will be launched at London Heathrow airport terminal four this month as part of BAA’s refit of the retail space in the terminal. Kelsey added: “The new store captures the essence of the World of Whiskies brand, but will deliver this with a contemporary and modern twist. Working closely with partners William Grant & Sons we’ve been able to design a store, which shows off the range of whiskies we stock. From the tasting bar, where customers can try a range of whiskies and benefit from the guidance of staff, to the Rare and Vintage corner displaying exclusive bottles, the new store is sure to be well received by customers and staff alike.”
At present there are seven World of Whiskies stores in airports across the UK stocking a range of rare, vintage and premium bottles. World of Whiskies’ staff are trained in WDF’s specialised whisky school and are also given training by each whisky supplier.