Makro Riversands reveals Diageo South Africa Reserve Room
According to research firm IRI, Innovation and premiumization keep quality-conscious customers coming back- these are patrons who continue to demand a superior standard from their favourite brands.
To keep up with this demand, Makro Riversands is giving its customers the innovation and quality they need by revealing the Makro Riversands Johnnie Walker Reserve Room.
The exclusive Whiskey room was a collaboration between the retail giant and Diageo South Africa, a subsidiary of Diageo and the country's leading premium spirits company to explore how to shape moments of connection for both their consumers creatively.
“We have had a long-standing relationship with Makro and the Riversands store was a perfect location to install our Store-in-Store experience. We want our aspirational patrons to walk-in and feel immersed in the premiumness that Diageo South Africa offers. The concept arose from the idea of shaping the moments of connection – meaning that where there is an opportunity to engage with any brand there is an awareness and education job that needs to be done, so that our consumers feel connected to our brands," said Diageo South Africa, Head of Reserve, Mandla Mthombeni.
The Diageo Whiskey Room experience will be open to the public and activated every Thursday to Saturday till the end of December.
Among the brands featured in the premium experience, shoppers can also engage with whiskey brands from Diageo South Africa such as the Johnnie Walker Blue, Diageo single malts lead by The Singleton, Talisker 10, Lagavulin 16yr, Caol lla 12yr, Cardhu 12yr, Dalwhinnie, future Diageo Reserve Special Releases and the Gold Icon Pack which is a Gifting option available at Makro.
This experience will also drive edutainment in expressing the different Johnnie Walker Blended Scotch whiskies and Diageo Reserve Single malts based on their taste profiles.
Mpho Thagisa, Liquor Vice President at Makro adds that the partnership is another way of ushering in innovative customer experiences.
"This is the second in-store experience for Makro Liquor. We look forward to bringing our customers new and innovative ways of engaging with our brand, the collaboration with Diageo South Africa has unlocked next-level shopping experiences to life for our customers. I want to encourage our shoppers to come and connect and create memories at Makro Riversands.”
As consumer expectations rise, alcohol brands are not just pushing products, they are also creating digital innovation-led experiences for the ever-conscious and aspirational consumer.
“Makro is moving forward with leading through innovation. The partnership with Diageo South Africa is just but one of the many innovations yet to come,” said Thagisa.
Guzzle Media