CHINA. Avolta is celebrating the success of its the third annual whisky festival, ‘The Whisky Collective’, across China’s Greater Bay Area, which concludes at the end of June.
The campaign is part of a global initiative cross 19 airports in eight countries, spanning 29 stores worldwide.
In the Greater Bay Area, The Whisky Collective is featured in Avolta-run stores at Hong Kong West Kowloon High-Speed Rail Station, Lo Wu Port, Lok Ma Chau Port and Macau International Airport.
Unveiled in April, the programme includes whisky tastings, masterclasses, gifting initiatives and other experiential elements designed to encourage product discovery.
It brings together whisky brands from leading spirits companies, including Suntory, Pernod Ricard, Whyte & Mackay, Diageo, LVMH, Ian Macleod Distillers, Proximo Spirits, Rémy Cointreau, Bacardi and William Grant & Sons.
The line-up spans Japanese whisky, Scotch single malts and blended expressions. Multi-brand tastings and flavour guides aim to help travellers compare different styles and explore a broader range of products.
Avolta noted, “Tailored to high-traffic settings such as rail stations, border crossings and airports, the initiative brings tasting, learning, selection and purchase into one connected journey – driving engagement and smoother in-store conversion.”
The programme features guided whisky tastings to help travellers compare flavour profiles, alongside masterclasses led by brand ambassadors covering whisky regions, production methods and brand stories.
Other elements include mixology demonstrations, bottle engraving services and themed entertainment.
A limited-edition gift-with-purchase offer, featuring a whisky wood-chip cocktail smoker kit with a selection of wood flavours and smoking tools, is also available as part of the activation.
The initiative is also linked to the Club Avolta loyalty programme, with members able to access promotional pricing, seasonal coupons and selected gift-with-purchase offers.
Additional activities include bottle engraving services for Father’s Day on 21 June and selected brand-hosted distillery experiences. ✈
