BROWN SPIRITS: WHISK(E)Y


“Travel retail exclusives are important sales drivers for our whisky business because they offer a point of difference from domestic markets.”


Luke Maga,


Managing Director, Global Travel Retail, Distell


The Macallan's new distillery and visitor centre is a powerful asset that Edrington wants to bring to life around the world.


and more experimental releases are capturing the imagination of shoppers. Lizette Garcia, Regional Director


Duty Free, The Americas, Stoli Group says: “This increasing demand is also partly due to bartenders looking to improve their classic cocktails.” All things considered, it is no


surprise Stoli has experienced success in DF&TR with the Kentucky Owl super-premium US bourbon. Kentucky Owl Bourbon was purchased by Stoli parent company SPI Group in 2017. Garcia says: “Retailers really love


the back story [of Kentucky Owl] and of course the product itself. We are currently seeing the bulk of Kentucky Owl’s success in the US.”


The ‘Old Fashioned’ way Last year in Cannes, Stoli showcased the Kentucky Owl 10-Year Old Kentucky Straight Rye Whiskey Batch #3, which received a positive response. Garcia adds: “In 2020, our plan for Kentucky Owl is to continue


increasing awareness and presence in travel retail outside the US. Despite current setbacks due to the coronavirus, long-term, we see a lot of potential in Asia Pacific and are actively working to boost interest and sales in that region.” Another company that recognises


the huge popularity of American whiskey is Campari Group, which focuses on two core whisk(ey) brands in its travel retail portfolio (Glen Grant Malt Scotch and Wild Turkey Bourbon). Last year, Glen Grant achieved


incredible success in global travel retail, doubling business in the channel. “We are incredibly proud of the


uplift we see in our Glen Grant malt Scotch,” according to Jennifer Smith, Global Travel Retail Brand Manager, Campari Group. “This is largely attributed to


how we have captured trade and consumer interest in the brand as a result of bringing our highly awarded liquid to centre stage.” According to Smith, consumers are beginning to look beyond malt and


explore other whisky categories. “We see huge popularity in


American whiskey in the domestic market and the Old Fashioned cocktail is also the world’s hottest cocktail right now. “The Old Fashioned cocktail has


held the number one spot for the past five years, so we expect to see this bourbon boom soon reflected in travel retail. “We at Campari Group are keen


to leverage on this trend with our Wild Turkey bourbon and have a few exciting product launches in the making.” In the malt Scotch segment, the


passion and interest from consumers is unparalleled, according to Smith. “Malt shoppers are seeking the


smallest details to assure them of this unique discovery – from story of origin, to unique and ownable liquid credentials. “These consumers know their


stuff and are looking beyond simply a brand name. “They are seeking a story behind


the product that will give them the confidence to add these items to their whisky collection.” «


Halewood Wines & Spirits casts duty free net on Crabbie’s


Halewood Wines and Spirits has begun the duty free roll-out of Crabbie Single Malt Scotch Whisky following its launch last year. Simon Roffe, Managing Director


Global Travel Retail, Halewood Wines and Spirits reveals an excellent response to Crabbie Yardhead. He comments: “We are gathering first


orders as we speak, but the long process towards acquiring new listings – which most travel retailers now employ – can be a barrier to speed to market and keeping up with domestic trends.”


MARCH 2020


Strong whisky markets such as Asia and North America will prove attractive options for Crabbie’s Yardhead and 12 Year Old Single Malt, according to Roffe. “We have also had an encouraging


response from operators in Australia and New Zealand, so will be focusing on those in the coming months too.” He adds: “The modern Yardhead


packaging, together with the great taste and excellent value, provide the younger consumer with a brand which is highly drinkable as a great dram, but highly mixable in great cocktails.”


Halewood Wines and Spirits has begun the duty free roll-out of Crabbie Single Malt Scotch Whisky.


TRBUSINESS 51


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