BROWN SPIRITS REPORT: WILLIAM GRANT & SONS
William Grant & Sons sets its stall in Asia and beyond…
Engaging activations and new product releases in 2016 position William Grant & Sons nicely to capitalise on consumer growth. This is particularly the case in Asia, which accounts for nearly 50% of the firm’s total GTR sales in certain segments. Luke Barras-Hill provides a regional update.
prospects for the top end across the region, with extravagant spending being discouraged – we still see huge opportunities for growth.” Putting things in context, Hamilton
says that Glenfiddich’s share of the Scotch whisky domestic market in China almost doubled from 1% to 2% back in 2015, which he recognises as a healthy indication for the not yet fully-realised potential of the liquid in China global travel retail. “The fastest growing brand in the
The WGS and Nissan Terrano promotion at Hyderabad Duty Free in October and November last year resulted in a +45% spike in Glenfiddich sales.
S
peyside single malt Glenfiddich is on a role for distiller William Grant & Sons across Asia
Pacific and the Indian subcontinent. During the Diwali months of
October and November last year, the brand hosted a ‘Win a Nissan Terrano with Glenfiddich’ promotion at Hyderabad Duty free departures and arrivals stores. The campaign emphasised the
premium qualities shared between the liquid and the vehicle, with passengers entitled to daily offers such as price discounts, promotions and gift with purchase. Travellers purchasing a Glenfiddich variant valued at $90 and above
“With arrivals shops possibly opening up in Japan as early as 2019, the Olympics happening in 2020 and a casino due to open before that, it is vital that WGS has a share in the duty free business to prepare for long term growth.”
Scott Hamilton, Travel Retail Director, Asia Pacific 152 TRBUSINESS
received a coupon/entry cart, which entitled them to participate in the promotion campaign. Hardeep Sethi, Business
Development Manager, ISC, William Grant & Sons says the success of the promotion resulted in a +45% surge in sales for Glenfiddich… not a bad end to 2016. The uncertain macro-economic
climate of the past 18 months has put travel retail margins under pressure; passenger declines in certain nationalities, currency instability and the threat of terrorism being just a few of the challenges. “Asia Pacific remains a key regional
area for William Grant & Sons, particularly in the premium and prestige segments,” Scott Hamilton, Travel Retail Director Asia Pacific, tells TRBusiness. “It’s a vital business for us,
accounting for nearly 50% of William Grant & Sons’ total GTR sales in these segments. “While there are challenges –
the political climate in China, for example, continues to dampen
region for us is Monkey Shoulder, which has achieved an 88% growth increase since 2015, which is a phenomenal performance,” Hamilton reveals. “Key, we believe, is to remain
innovative and to work closely with retailers to create amazing and engaging activations which educate, delight and interact directly with consumers.”
Ready for Japan arrivals In March, the company announced new listings at Korea’s Gimpo International Airport – an important traffic hub serving routes to and from Beijing, Shanghai and Tokyo – with Glenfiddich, The Balvenie and Hendrick’s Gin. These begin on shelf in May. During the same month, the
firm also revealed it had gained a foothold in the Japanese duty free market with the appointment of JALUX – the services enterprise of Japan Airlines (JAL) Group – as its distributing partner. Speaking at the time of the
announcement, Ed Cottrell, Managing Director, Global Travel Retail praised the ‘significant’ step forward in helping to leverage WGS’ brand influence in a country set for rapid tourism growth.
MAY 2017
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