The Whisky Shop to launch London flagship

Scotch and Irish Whisky specialist The Whisky Shop will launch a flagship store in London’s Piccadilly on 22 November.

Artistic impression of the shop’s whisky library

Situated opposite The Ritz, the ambitious new store aims to take high street whisky retailing to another level.

The project, which brings the number of Whisky Shops in the UK to 21, is supported by in store displays from Pernod Ricard and Whyte & Mackay.

“This is a very exciting development and we believe that whisky deserves to have this platform,” said The Whisky Shop’s managing director Andrew Torrance.

“We want to offer customers a retail experience that is both accessible and can serve the needs of the most discerning whisky customer,” he added.

The flagship store will boast a vast whisky library stocked with over 400 different labels, as well as an information bar where customers can learn about Scotch on iPads.

“The store will be a must visit destination for all whisky lovers,” said David Brown, sales director for Whyte & Mackay.

“Everything from the layout and the interactive tasting displays to the knowledgeable staff sets a high standard for whisky retailing,” he added.

The store will offer some of the most exclusive whiskies in the world, including Royal Salute Tribute to Honour, one of only 21 bottles in the world.

The £150,000 whisky is housed in a bejewelled bottle designed by royal jeweller Garrard.

The Dalmore Constellation Collection meanwhile, priced at £158,000, consists of 21 individual expressions of some of the world’s rarest single malts created at the Highland Distillery between 1964 and 1992.

“We are very pleased to be associated with the new opening at 70 Piccadilly,” said Simon van Moppes, commercial director of Pernod Ricard UK.

“Our partnership with The Whisky Shop will provide an unrivalled retail experience where consumers can engage with whisky in the heart of the capital,” he added.