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Selfridges extends Enomatic offer to whisky
Selfridges has introduced whisky to its Enomatic offer in The Wonder Bar. The luxury London department store has made four whiskies from its retail selection available for customers to taste in either 25ml or 35ml serves.
The whiskies, which were introduced to the Enomatic machines during the festive period, include Johnnie Walker Blue, Talisker 30 Year Old, Glenfiddich 21 Year Old and The Dalmore King Alexander III.
As an increasing number of wine bars and retailers have discovered, the Enomatic encourages customers to trade up by offering smaller samples of top end names at a correspondingly more affordable price.
While The Dalmore King Alexander III retails for approximately £127 per bottle, The Wonder Bar whiskies are all priced between £9 and £33 per measure.
Opened about three years ago, The Wonder Bar occupies a mezzanine space above Selfridges’ ground floor wine department.
Gabriel Savage, 18.01.2011