Diageo opens Asia’s first pop-up store in Seoul

South Korea | Diageo, the world’s leading drinks company, must be running out of unique marketing ideas. Like SABMiller before, it is going for pop-up venues to push its brands into select markets.

It would have been 15 years ago when brewer SABMiller was the first to open pop-up stores (that is temporary venues) in the UK and South Africa to launch its Peroni beer brand. If memory does not fail me, one UK store was truly bizarre. It displayed bottles of Peroni that punters could only gawk at through the windows as the shop was locked and guarded by security guys.

Diageo’s first pop-up store in Asia opened in a trendy part of Seoul on 25 November, which is known for its upscale boutiques, galleries, and restaurants.

According to Diageo, the pop-up store named “The Bar by Airdrop” will run for six months until April 2024 and provide South Korean customers with a variety of brand experience opportunities.

“We will be hosting various events over the next six months to introduce those who want to learn more about their personal tastes to the culture of elegant drinking, such as whisky classes led by experts, and to give customers a broader experience of the Diageo brand,” Diageo was quoted as saying.

Seoul already has a Johnny Walker House, an upmarket bar, which opened in 2013.

Louis Vuitton came first

In fact, Diageo is only trying to catch up with the French luxury brand Louis Vuitton, which is famous for handbags. Louis Vuitton opened Woori, its fourth pop-up restaurant, in Seoul on 17 November.

Unlike Diageo, though, Louis Vuitton already sports a restaurant at its flagship store, which makes it easier to bring in famous local chefs to host collaborations.

In case punters cannot see the link between handbags and high-end food, Louis Vuitton explained: “Guests will feel the value of the craftsmanship shared by Louis Vuitton with the chefs.” Now you know.