WINES & SPIRITS REPORT


remain ‘less but better’, according to Edouard de Boissieu, Head of Travel Retail, Champagne Lanson. “We believe consumers will prefer


to drink less but look to spend more on what they do consume,” he says. “That is, of course, good news for high quality champagne brands such as Lanson.” Increased interest in and demand


for organic products is also apparent. “We believe Covid-19 has only


accelerated this. Champagne Lanson’s Organic Green Label was introduced to travel retail markets to target the millennial demographic, the environmentally concerned and those that wish to enjoy an organic, high-quality, refreshing aperitif. “In addition, we


were delighted that our Organic Green Label triumphed in the wine category at this year’s TRBusiness consumer- voted Travel Retail Awards. We will put more emphasis on this expression for our retail portfolio going forward.” As a turbulent


year draws to a close, leading drinks intelligence source IWSR forecasts that alcohol volume consumption will shrink by 68% in 2020 versus 2019, with most regions unlikely to return to 2019 volumes before 2023. Regionally, Asia was mentioned by


several suppliers in this report as an important growth lever. Independent family-owned Scotch


whisky firm Douglas Laing and Co., a finalist in the Travel Retail Awards, launched the travel retail exclusive Remarkable Regional Malts range at TFWA Cannes last year. But despite confirmed interest,


the rollout has been slow as operators shy away from executing new listings, TRBusiness learns. “Our main priority is to increase


the distribution to all relevant travel retail operators in 2021 as this will enable us to really start activating the brand,” says Hannes Koch, Managing Director, Travel Retail Cooperation. “We are more than happy to


DECEMBER 2020


support with in-store activations as we feel that our concept needs to be tasted and made visible. We are convinced that our portfolio of five skus, especially Big Peat, Scallywag and Timorous Beastie, will deliver great results and help to recruit new consumers in store.”


Challenging road ahead Chase Distillery, due to be acquired by Diageo, points to a very challenging picture in travel retail. However, the Herefordshire-based distillery has been working closely with its partners to activate safely and maximise opportunities both instore and online. “We are working


on some exciting 2021 plans and exclusive releases for


retail


shares Katherine Berry, Business Development Manager Global Travel Retail & Middle East & Asia, Chase Distillery. “We


be launching our Hedgerow Elderflower Gin and will


soon be announcing the details of an exciting partnership.” Throughout 2020, ecommerce has


been a formidable growth channel for Chase Distillery. Asked whether it expects to see


a change in consumer sentiment given Covid-19’s polarising impact on customers as different countries balance economic responsibilities with health implications, Berry adds:


“We believe consumers will prefer to drink less but look to spend more on what they do consume. That is, of course, good news for high quality champagne brands such as Lanson.”


Edouard de Boissieu, Head of Travel Retail, Champagne Lanson


“We’ve definitely experienced and benefitted from a trend of people trading up on their usual choice of gin as more people look to treat themselves in the absence of dining out and holidaying abroad. “We also understand that the


the travel channel,”


consumer is keen to know more about how the products they’re enjoying are made, their traceability and the impact they may have on the environment.” Oliver Storrie, Commercial


will


Manager for Global Travel Retail at Quintessential Brands points to a resilient performance from the gin and Irish whiskey categories across the company’s key domestic markets. However, he notes: “I think the


sector in general has experienced a move by the consumer to purchase at the premium- to standard-end of the spectrum during the pandemic, rather than premium-plus. This is likely due to the uncertainty around the global impact of Covid-19.” On the other hand, Tony Roberts,


Co-founder and Director at The Three Stills Company, is not anticipating any major shifts within the alcohol categories due to Covid-19. “We do think there will be a


resurgence in interest in premium vodka driven by product offerings that have a genuine difference and story to tell attracting some premium gin consumers back into vodka,” explains Roberts. “Premium vodka as a category


Puffing Billy Steam Vodka will play a notable role in planned travel retail activities for The Three Stills Company in 2021.


has not seen anything innovative or exciting for a few years while premium gin has surged ahead. While we do also have a premium gin, we aim to bring some excitement back into the premium vodka category.” «


Clarisse Daniels, Head of Marketing for Travel Retail, Whyte & Mackay.


Left: Champagne Lanson won Best Wines Product in the consumer- voted 2020 Travel Retail Awards for Lanson Green Label (not pictured).


Luke Maga, Managing Director, Distell Global Travel Retail.


TRBUSINESS 31


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