In August 2021, Diageo Global Travel, in partnership with Delhi Duty Free, officially launched its most advanced digital whisky store yet to address the high demand for ecommerce solutions within travel retail. As part of the launch, Diageo’s What’s Your Whisky platform, an innovative digital experience which can be accessed via any mobile or internet-connected device, was also activated by Delhi Duty Free in the departures zone to encourage offline to online omnichannel shopping.