Diageo - Patel wines tie-up to extend initiative news

Continuing its Johnnie Walker Select initiative Diageo and South Mumbai retailer Patel Wines teamed up on Sunday, January 18 to create a novel retail initiaitve for consumers of luxury and premium alcohol brands.

The initiative,  perhaps, the first of this kind in spirit retailing in the the country - more akin to banking than beverages - also had model, actress and practicing physician Dr Aditi Govitrikar over to inaugurate the downtown store, adding a new dimension to the liquor shopping experience beyond ordinary buying.

The walk-in concept of the air-conditioned store allows buyers the luxury of experiencing the look and feel of the products first-hand. Interactive kiosks, leaflets and brochures introduce the consumer to these brands, tracing their history and their origin, their distinct characteristics, exciting cocktail recipes and new ways to enjoy them.

Special gifting and gift-wrapping options are also on offer, to allow the consumer to share the value of these products with friends and colleagues.

Diageo India offers consumers a spectacular range of premium and super premium brands like Johnnie Walker Red Label, Johnnie Walker Black Label, Smirnoff, Ciroc vodka, Baileys, Captain Morgan rum, single malts such as Lagavulin, Talisker as well as a range of exquisite wines all under one roof.

Says Asif Adil, managing director, Diageo India, ''Johnnie Walker is about the celebration of life, everyday, everywhere. Around the world, Johnnie Walker is an icon of personal progress. It has always aimed at providing its consumers with unique international experiences and Johnnie Walker Select allows consumers to feel special and increases their interactions with brands they choose to associate with.''

In this initiative, Johnnie Walker, the world's number 1 Scotch whisky, has tied up with some existing premium wine outlets across the country and provides them with sophisticated international expertise to create unique shopping experiences in the form of membership of Johnnie Walker Select club. Johnnie Walker select stores now dot the landscape in Mumbai, Pune, Lonavala and Nagpur.

Diageo India now plans to introduce the concept in other metros across the country, with the inauguration of a store in Delhi on the 27 th of this month.

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer categories. These brands include: Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in over 180 markets across the world.