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TheWhisky Shop
O
ne late afternoon, I just happened
to be walking along Piccadilly
when I spotted this attractive
looking store and decided to have a look
around. I’m not a whisky drinker myself
but the interior of The Whisky Shop
looked inviting, much more than your
average off-licence, so I thought why not
check out what this whisky boutique
has to offer. To say the least, I was very
intrigued and fascinated by the décor and
the reception I received. Tobias Gorn, one
of the dedicated whisky specialists, took
me through everything from the launch of
the new flagship shop to the history and
names of some of the whiskies that they
stock. Most of the bottles are Scottish and
are available in a selection of 12, 15, 18, 21
and 25 years (the number of years it spends
The boutique located in the heart
of Piccadilly, opposite the world-famous
London landmark, The Ritz Hotel, opened
in November last year and is The Whisky
Shop’s first flagship, which brings the total
number of stores across the country to 21.
The opening of this magnificent investment
is said to have set new standards for whisky
retailing and is the first retail store in the
UK to provide a dedicated platform for the
world’s most exclusive whiskies, offering an
unrivalled selection with over 400 single
malts and blends including the Dalmore
Constellation Collection and the Royal
Salute Tribute to Honour.
Andrew Torrance, The Whisky Shop’s
Managing Director said: “Historically
whisky buying has been more functional but
with this new store we are challenging the
perceptions of traditional whisky retailing.
We are focused on offering customers
an experience which is luxurious and
accessible as well as educational.We want
to dispel many of the common myths about
whisky and lead customers on a whisky
journey of discovery.” Using the latest
technology, The Whisky Shop is designed
to celebrate the heritage and craftsmanship
of whisky through innovative interactive
tasting displays as well as an information
bar featuring iPad technology. The flagship
store is also supported by world class
displays from Pernod Ricard and Whyte &
Mackay which features a range of brands
including Chivas, Royal Salute,The Glenlivet
and The Dalmore.
Although smaller in size than Hedonism
Wines, the 1,100-square foot flagship store
has such welcoming warmth when you
step inside. The amount of people I saw
passing by and then stopping to have a
peek inside, with some even stepping over
the threshold is phenomenal. From tourists
visiting the attractions of London, to the
suited businessman and curious ordinary
people fascinated by the array of bottles,
The Whisky Shop caters for everyone. At
the front there are large displays featuring
the current month’s star
whisky brand. On either
side there are bottles
displayed in light wooden
cabinets and on the left,
there is a base cabinet in
different shades of wood,
from light to dark. As
soon as you walk in, the
whisky specialists are
ready to assist you with a
worth of knowledge that
is fascinating.
At the back of the
store, there is a three-
sided shiny black floor-to-
ceiling library of bottles
with a ladder on either side to reach the
highest one, and tucked away in the corner,
a sleek and shiny black piano is often played
by a sharply dressed man at tastings and
other such events. Above your head, you
maturing in a cask) with the latter being the
most supreme. The Whisky Shop also has
selected a few from Ireland, Japan and the
USA, and the odd one or two champagne
and gin bottles.
ite
drinks