Rocks Whiskey to double travel retail sales

After making its debut on Korean Air, Rocks Whiskey Chilling Stones is on track to double its travel retail revenue in 2024 as it targets international growth.

In April 2023, Rocks Whiskey Chilling Stones entered Korea’s travel retail market with its best-selling product, The Original Rocks, available on Korean Air’s Skyshop and in-flight sales channels.

The product sold out in its first week of launch, as a result of increased sales ahead of Parents’ Day (8 May) in Korea.

The product consists of six premium granite rocks that can be used for keeping whisky at a cooler temperature without diluting it with ice.

Quentin Depigny, founder and CEO of Rocks Whiskey Chilling Stones, said: “This year’s exceptional sales performance with Korean Air demonstrates the high customer demand and market potential for upscale wines and spirits gifts.

“Thanks to a smart product assortment and marketing strategy led by Korean Air, we see strong interest from customers to discover and try new products to bundle with their favourite spirits. With Christmas ahead of us, The Original Rocks is set to be one of the best gifts available onboard and a must have for all whiskey connoisseurs.”

Depigny said the brand is now “strategically positioned to partner with distilleries for special gifting projects”.

The founder is aiming to secure new travel retail listings in 2024.

He added: “We are also in discussion with cruises and airports to develop together impulse-buy shopping experiences in the wines and spirits category through effective cross-selling and gifting displays.”

Rocks Whiskey Chilling Stones operates in 35 countries and is distributed in more than 500 retail stores worldwide.

Sales of spirits rose by 67% in volume in global travel retail last year, with Tequila being the only segment to recover to pre-pandemic levels.