Whisky Magazine Issue 108
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The term ‘blue sky thinking' could not be more apt than when used about travel retail
As the battleground in Scotch whisky intensifies, nowhere is the heat increasing more than in the arena of travel retail (née duty free). From sunglasses to make-up, one area in which ‘global travel retail' excels is booze.
With consumers from mature markets such as the UK increasingly more educated about their purchases, especially at a premium level, demand has shifted away from the traditional one litre bottle of your usual tipple, towards the desire to purchase something totally unique and unusual when in the travel retail domain.
Driven by demand from airport operators, offering that ‘something extra' from a retail perspective seems like a good way to add extra value to the customer experience.
With this in mind, the additional creativity of the marketer has never been more important; the term ‘blue sky thinking' could not be more apt than when used about airport travel retail.
From single malt brands like Highland Park with their Leif Erikson edition, to blended whiskies such as Ballantine's Signature Distillery Edition and Johnnie Walker, this is the place to be creative. If the world whisky market were a day at school, travel retail would be the art class.
The addition of creativity to ‘travel retail only' bottlings has aided the brand owners, specifically within the single malt arena, in the development of no age statement offerings.
This can be seen in ranges from The Macallan (1884 Collection), Bowmore (Springtide, 100 Degrees Proof), Auchentoshan (S...