Diageo - Patel Wines tie-up to extend initiative

Continuing its Johnnie Walker Select initiative Diageo and South Mumbai retailer Patel Wines teamed up on Saturday, January 17 to create a novel retail initiaitve for consumers of luxury and premium alcohol brands.

The initiative, which adds a new dimension to the liquor shopping experience beyond ordinary buying, had model, actress and practicing physician Dr Aditi Govitrikar for the inauguration at the downtown store.

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.''