Analysis: Spirits in global travel retail

30th January, 2018 by admin

Gin

The craze for craft is most evident in the gin market, where a plethora of new brands and flavour variants in the DF and TR channel is boosting choice and consumer excitement. Gin has a relatively modest 2.3% share of the wine and spirits category in travel retail, but is expected to show some of the biggest growth.

“Gin’s popularity knows no bounds, as the category continues to grow in many markets across the world,” says William Ovens, international commercial director at Quintessential Brands. “Consequently, gin is a star performer in travel retail, and as both a leading producer and supplier of gin to many operators, we are benefiting from this trend.” Quintessential launched its first DF­ and TR­-exclusive product – Greenall’s Extra Reserve – which is rolling out globally.

Ed Cottrell, managing director for GTR at William Grant & Sons, says: “Hendrick’s has been the success story that has set the template for modern gin brands to follow, spearheading gin’s resurgence. Our focus for Hendrick’s in travel retail has centred on cultivating the unusual and has included show-­stopping promotions, fun packaging, and quirky theatre.”

This combination has worked well for the brand, so much so that it now has a 56% share of the super­-premium segment in DF and TR, according to IWSR data. The premiumisation gin trend is set to continue, and could even help ‘turn’ regions such as the Middle East and Asia Pacific from their favoured brown spirits – with the right marketing and development of a wider cocktail culture.

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