Duty Free Whisky Festival proves big success

The Whisky Festival in Dufry Duty Free Shops in Milan Malpensa andTenerifeairports has proved very successful for William Grant & Sons (WGS).

The first week alone delivered an increase of 57% in malt whisky sales, along with an impressive 115% increase in WGS sales inTenerife’s Reina Sofia airport – just in the first day.

The promotion, which started in September, will run until the end of October this year.

Featuring primarily WGS brands, the Whisky Festival has specially themed POS materials and designated areas devoted to specific brands, such as Glenfiddich and The Balvenie, which include tastings and special advertising.

WGS’ business development manager Stephanie Law commented: “It’s fabulous when retailers will invest in promotions such as this Whisky Festival, which brings a whole category to life. For travellers it’s a chance to explore and taste the various whisky brands on offer, some of which they may not be familiar with, and encourages them to try new expressions and experiment a little. We’re delighted to be working with Dufry on this project.”

Dufry’s group category manager Liquor & Tobacco, Beatrice Knecht, added: “We’re extremely pleased in the way suppliers have embraced this promotional opportunity and the first day results atTenerifefor William Grant & Sons indicates just how successful concepts such as this can be.”