Travel retail World Class bar drives Diageo growth

Diageo has reported a “double-digit” increase in sales following a World Class promotion run at Beirut Rafic Hariri International Airport

Diageo’s World Class Bar at Beirut Duty Free drove a “double-digit” increase in sales for the group’s brands

Through the installation of a pop-up bar, which was run by Beirut’s Diageo World Class finalist Hani Mohtar, the group saw increased sales for its Reserve brands.

Throughout the duration of the promotion, which ran for a month in December, Mohtar served over 700 cocktails to travellers passing through Birut Duty Free store.

Peter Fairbrother, global marketing director for Diageo Global Travel and Middle East (GTME), said: “Working with Beirut Duty Free, we were able to deliver a disruptive activation that gave a really premium feel to the shopping experience at Beirut Duty Free.
“By inspiring travellers to take home a taste of luxury through insights into amazing cocktails, we were able to drive awareness of our Reserve brands and achieve a double-digit increase in sales volume compared with the same period last year.”

The promotion also offered travellers the opportunity to win a trip to Scotland, the home of Johnnie Walker, to visit the Cardhu Distillery.