"Speyside Spirit" is an innovative retail concept launched for the first time in 2019 in Xiamen, China. Developed by the Mazarine Asia Pacific teams for the Chinese market, it fuels the customer experience online to offline. A new way to discover the whiskey world from the Speyside region through an immersive digital tasting room, the store is operated with the WeChat application, accessible to clients by Face ID or QR code recognition for instore experience activations and personalizations.