Whisky Magazine Issue 85
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Joe Bates ventures a little closer to home.
If you want to catch a glimpse of the whisky shop of the future, find an excuse to travel through London Heathrow Terminal 4 sometime soon. The new World of Whiskies store there combines some high-tech features and a lifestyle-driven approach to whisky classification, which you won't yet find at the retailer's other six UK airport shops.
The 300 or so whiskies, which are sold in the Terminal 4 store, are the same as those stocked in the other World of Whiskies outlets, but they have been classified into new lifestyle segmentations rather than the usual traditional geographical approach.
For example, there is an area devoted to gifting, another reserved for travel-retail exclusives (‘Out of the Ordinary'), and yet another for affordable, well-known blends (‘The Daily Dram').
It is certainly a new approach and, while not for everybody, clearly a lot of thought has gone into when and how people like to drink their whisky.
Space has been made at the back of the store to showcase the retailer's high-end lines. Complete with leather chairs and copies of the latest Whisky Magazine, ‘Rare & Vintage' features around 30 malt whiskies priced between £500 and £12,500.
The selection of exclusive whiskies stocked there is truly impressive, ranging from the affordable Blair Athol Sherry Finish at £29.99 and Bruichladdich 18 Years Old at £54.99 to the exceedingly expensive Glenfiddich Private Vintage 1973 at £1,000 and Balvenie Private Vintage 40 Years Old at £3,500.