Lotte Duty Free Elevates VIP Experience, One Whisky at a Time... Private Classes with Moet Hennessy

Collaboration with Moet Hennessy
Four Glenmorangie whiskies featured in Seoul
Champagne class in Busan on October 29
Shopping benefits for attendees

Lotte Duty Free is partnering with global luxury spirits company Moët Hennessy to host private events in Seoul and Busan for its top-tier Korean members. The company plans to strengthen its marketing to VIP customers by combining premium spirits tastings with fine dining experiences.

Lotte Duty Free said on the 25th that it held a “Glenmorangie Masterclass” on the 23rd at the Pierre Gagnaire Bar on the 35th floor of The Grand Lotte Seoul. The photo shows Lotte Duty Free’s top-tier Korean customers who attended the event. Photo courtesy of Lotte Duty Free.

Lotte Duty Free said on October 25 that it had hosted a “Glenmorangie Masterclass” on October 23 at the Pierre Gagnaire Bar on the 35th floor of The Grand Lotte Seoul, inviting 20 top-tier members. The event was part of a strategic business agreement signed with Moët Hennessy at the 2026 TFWA World exhibition, held in Cannes, France, last September.

The event featured four single malt whiskies: Glenmorangie 21 Year Old, Altus 25 Year Old and 30 Year Old, and Signet Reserve. Dr. Bill Lumsden, Glenmorangie’s Director of Whisky Creation, held the brand’s first masterclass at a Korean duty-free store, introducing its history and philosophy of whisky-making. Guests also enjoyed food prepared by a Pierre Gagnaire chef, paired with the whiskies.

On October 29, Lotte Duty Free will host a “Prestige Champagne Class” in Busan for 20 top-tier members. The event will feature five champagnes, including Dom Pérignon, Armand de Brignac and Veuve Clicquot, with a tasting program comparing their characteristics and the flavors shaped by different grape varieties and vintages. Attendees at the Seoul and Busan events will also receive additional LDF PAY to use on purchases.

Alongside its spirits events, Lotte Duty Free is expanding services to make travel more convenient for VIP customers. In partnership with travel services company Goodluck, it offers luggage storage and delivery services, and with Paris Class, it provides a personalized, one-on-one travel concierge service. All members can use the concierge service, while top-tier customers receive additional discounts.

A Lotte Duty Free representative said, “We will continue to broaden our engagement with VIP customers through private events tailored to their preferences and differentiated shopping benefits.”

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