The new store, situated across from The Ritz, is aiming to take high street whisky retailing to a new level by offering customers a new and unrivalled experience.
The ambitious project is supported in store by world class displays from Pernod Ricard and Whyte & Mackay and brings the number of Whisky Shops in the UK to 21.
Andrew Torrance, Managing Director of The Whisky Shop, said: “This is a very exciting development and we believe that whisky deserves to have this platform. We want to offer customers a very different retailing experience that is both accessible and can serve the needs of the most discerning whisky customer.
“The new store reflects the continuing success story of whisky and will combine prestigious and super premium whisky offerings with the high service standards that customers have come to expect from The Whisky Shop.”
The flagship Piccadilly store will include a vast whisky library stocking over 400 whiskies as well as an information bar using iPad technology to lead the customer through their whisky journey and to help with their understanding of Scotch.
The store will also offer some of the most exclusive whiskies in the world including Royal Salute, ‘Tribute to Honour’, one of the most opulent and rarest of blends in the world of which there are only 21 bottles. Priced at £150,000, the whisky is presented in a spectacular bejewelled bottle, embellished by royal jeweller Garrard in flawless diamonds and shimmering gold.
The Dalmore Constellation Collection, priced at £158,000, consists of 21 individual expressions of some of the world’s rarest single malts created at the Highland Distillery between the years 1964 and 1992.
The expressions have spent their lives finessing in the finest casks from across the globe before being bottled at natural cask strength and at natural colour.
Simon van Moppes, Commercial Director at Pernod Ricard UK, said: “We are very pleased to be associated with The Whisky Shop and the new opening at 70 Piccadilly. We believe strongly that our partnership with The Whisky Shop will provide an unrivalled retail experience where consumers can really engage with whisky in the heart of the Capital. Premium whisky is enjoying growth and this is the perfect environment to showcase our brands like Chivas, The Glenlivet and Royal Salute.”
David Brown, Whyte & Mackay Sales Director, commented: “The Piccadilly store will be a must visit destination for all whisky lovers. Everything from the store layout to the consumer interaction provided by the knowledgeable staff and interactive tasting displays, really sets a high standard for whisky retailing.”
The Whisky Shop’s flagship store is located at 70 Piccadilly, London and can be contacted on 0141 427 2977 or email@example.com
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