Whisky brands deliver ‘immersive’ pop-up experiences in HK

The whisky market in Hong Kong is competitive. In order to impress their audience, brands are keen on creating new experiences to promote themselves and make whisky fun.

The revamped single malt range of Mortlach enjoyed a good response from the Taiwanese market last year and to strengthen brand awareness in Hong Kong, Mortlach created a unique immersive experience with British designer homeware brand Tom Dixon.

From 13 to 14 December, the Tom Dixon Hong Kong store was turned into a pop-up experience space that paid homage to the founder Dr Alexander Cowie.

Set in a mocked up clinic, seasoned actors role played as doctors and nurses, who told stories of the legendary distillery through games and tastings in a 30-minute experience.

Alongside the Mortlach experience is the release of a limited-edition box set that includes a bottle of 16-year-old Mortlach and a pair of custom Mortlach x Tom Dixon ‘Tank’ low ball glasses, only available in the Tom Dixon Hong Kong store.

Meanwhile, Glenfiddich has launched a pop-up speakeasy bar with a casino theme. From today (16 December) until 22 December, the brand invites whisky enthusiasts to visit the bar, which was originally a private club in Wanchai. The bar offers five different kinds of single malt whiskies from 12 year-old to 30 year-old, priced at HK$40 to HK$140 by the glass. Casino and quiz games are also available in the bar as part of the experience, giving visitors the chance to win Glenfiddich souvenirs.

Glenfiddich pop-up speak-easy bar
Date: 13 – 22 December, 2020
Venue: The Gloucester, No. 212, Gloucester Road, Wanchai, Hong Kong.
*To enter the bar, visitors first have to collect the passcode at the reception.