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Dubai Airport played host this week to a welcome but all too rare retail collaboration, when the new Emporium luxury spirits, fine wines and Champagne store and bar opened at Terminal 3.
In this case, the ‘Trinity’ of brand owner, airport and retailer became a ‘Quintet’, when the partnership between Diageo GTME, Möet Hennessy, Dubai Duty Free, Dubai Airports and Le Méridien Group (which operates the bar area) inaugurated the business on Monday.
Emporium hosts a combined presentation from the Diageo Reserve portfolio of brands and the Möet-Hennessy portfolio, including Johnnie Walker Blue Label, Zacapa, Tanqueray No 10, Ketel One and Don Julio, plus Hennessy Paradis, Hennessy Richard, Hennessy XO, Dom Pérignon, Veuve Clicquot and Möet & Chandon.
Essentially, the bar area is positioned to attract footfall from the high net worth travellers who are departing or in transit – with the high-class retail offer, allied to tastings and events the hook to deliver sales. The partners believe that 70% of revenues will come from retail, and given the premium price points of virtually every item in the store, that could be a lucrative business.
It’s also a showcase of what can be done in the wines & spirits category. The store is visually highly appealing, it’s got theatre aplenty, knowledgeable staff and products showcased in a way that match any other luxury category. And all this done in an under-stated manner that respects the sensitivities around liquor in the region.
Emporium shows just what can be done when a progressive, commercially minded airport company, a leading retailer and a brand owner with the foresight and bravery to invest come together in this channel. This is a new, different and very welcome addition to the ranks of top-end travel retail stores around the world.