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Drinks & Co (Pernod Ricard) opens experiential pop-up store in Central
Drinks & Co, the lifestyle extension of Pernod Ricard, the world’s most comprehensive Spirits and Wine distributor, launches a 4-month long concept store in Central, Hong Kong celebrating conviviality during festive season. The brand, which promotes shared moments and believes that every drink shared shows generosity, takes over a two-story space located at 57 Hollywood Road, in the heart of Soho and Hong Kong’s famous nightlife district, providing a playground for art of drinking where sharing, learning, conversating, and shopping converge. Until end of March 2019, visitors will be treated to a different experience each month involving: Vodka, Cognac, Blended & Malt Whisky and Champagne. Each month will also feature various workshops and lifestyle experiences for customers, such as festive floral design workshop and Make up tutorial with Mumm Champagne, Chivas Whisky Blending classes, caviar pairing with Martell and Perrier-Jouët and many more!
The month of December saw the space transformed into Asia’s first Absolut Elyx Boutique, offering Hong Kong’s first opportunity to take home the brand’s iconic copper wares. the Elyx Boutique ushers the holidays in with extravagance and style, by offering exclusive luxurious copper gifts including the brand’s coveted limited pineapple gift set, Gnome, Snow Globe, copper barware and copper cups. The brand, famous for their smooth vodka and raw luxe aesthetic, hosted a series of pairing and experiential workshops, over the duration of the festive season.
January has been dedicated to Martell, the oldest French cognac house. The month long boutique celebrated the brand’s ethos of curiosity. The shop offered a celebration around new discoveries, new encounters, new experiences. Martell, known for their eau-de-vie, a result of removing the lees from wines before distillation, was never an obvious choice but produces a signature style around fine and luscious. In this same vein, Martell H.O.M.E. is an experiential celebration of the less obvious. Visitors during the month of Martell were able to experience the ultimate expression from the cognac region.
FEBRUARY: HOUSE OF WHISKY
Celebrating the art of Blended and Malt Whiskies, will see February at the Drinks & Co bathed in a raw aesthetic of dark woods and leather. Featured brands include: Chivas Regal, The Glenlivet, Aberlour, Longmorn, and Scapa. Spanning two floors, the shop will offer opportunities for tastings, education, and access to rare blends.
MARCH: PERRIER-JOUET
As Art Week descends on Hong Kong, the Drinks & Co store will be awashed in jewel toned greens and wild flowers celebrating #ArtOfTheWild. The month-long immersive experience features opportunities to purchase personalized bottles of Champagne, DIY floral workshops, Champagne mentoring, and an immersive artistic installation. The space will offer a champagne laced respite from the frenetic energy of Art Week.
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