Diageo Opens 'The-Bar by Airdrop' Pop-up Store

Diageo Korea announced on the 15th that it has opened a pop-up store called ‘THE-BAR by Airdrop’ at Airdrop Space in Sinsa-dong, Gangnam-gu, Seoul.

The THE-BAR by Airdrop pop-up store is a space similar to ‘THE-BAR at Home,’ a store and bar located at Diageo’s headquarters in London, UK. It was prepared to provide Korean consumers, whose interest in whiskey has rapidly increased, with opportunities to experience various brands.

The pop-up store will operate for about six months, starting from the 21st of this month until April next year. It will be open from Tuesday to Sunday, from 2 PM to 10 PM. General consumers can visit by making a reservation through Naver. Members who join ‘THE-BAR’ will be offered a welcome drink.

Diageo Korea plans to hold various new product events at THE-BAR every month. This month, there will be a limited edition ‘2023 Special Release’ whiskey class and a ‘World Class 5-Minute Home Recipe Cocktail Class.’

Lee Kwang-hoon, Diageo e-commerce manager, said, “This pop-up store was planned with the intention of expanding Diageo’s touchpoints with consumers,” adding, “We plan to introduce a sophisticated drinking culture, such as whiskey classes conducted by experts, to consumers who want to understand their preferences.”

This content was produced with the assistance of AI translation services.