Analysis: Spirits in global travel retail

30th January, 2018 by admin

American, Irish & world whisk(e)y

Led by Bourbon, whisk(e)y made outside of Scotland is taking greater shelf space among spirits – although supply has been a factor for some categories, particularly in­-demand Japanese products. Indian and Nordic lines are also making a mark in TR, but from a small base.

According to Generation data, American whiskey and Bourbon have a combined 3.6% share of the wine and sprits market, while Irish whiskey makes up another 1.9%.

Nick Mogford, director of travel retail for Europe, Middle East and Africa at Brown-­Forman, says: “The thirst for Jack Daniel’s and Woodford Reserve, along with other North American whiskeys, remains unabated in Europe. As a result, 2016 was a good year for Brown-­Forman GTR, especially since 2015 was such a challenge.”

2016 was a banner year for Jack Daniel’s and Woodford Reserve around the world, as the brands celebrated the 150th and 20th anniversaries of their distilleries respectively. “From a European travel retail perspective, Germany was a core focus market for activations around these milestones,” says Mogford, who adds that Brown-­Forman’s founding brand, Old Forester, will also soon have a greater presence in DF and TR.

The Irish whiskey sector is also on form. Pernod Ricard Global Travel Retail says the segment continues to rise in popularity, and points to craft and heritage as driving forces of consumer interest for brands such as Jameson, and its annual St Patrick’s Day limited edition. David Phelan, GTR director at Proximo, which distributes Bushmills, says: “The recent revival of Irish whiskey is a true success story as it remains the fastest­-growing premium spirit in the world. Exports of Irish whiskey are anticipated to double to 144 million bottles by 2020.”

William Ovens, international commercial director at Quintessential Brands, adds: “Irish whiskey is on the rise in various markets worldwide so we are focusing on driving distribution and activating our Irish whiskey brands The Dubliner and The Dublin Liberties, and our Irish cream liqueur, Feeney’s.

“The Dubliner is officially the world’s fastest­-growing Irish whiskey (according to the IWSR) and we are now seeing some very positive momentum for the brand in travel retail.”

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