BROWN SPIRITS REPORT: BOURBON “This not only requires


commitment and investment in a long-term strategic approach, but also support from GTR customers across markets to ensure adequate availability.” In turn, cross-category appeal


for bourbon continues to permeate different sectors, such as Scotch whisky. Johnnie Walker remains a standout


performer for Diageo in travel retail, particularly in the premium spirits segment. Now, bourbon has made its mark on the blend. “Recently, we launched the


limited edition Johnnie Walker Blenders’ Batch Bourbon Cask & Rye Finish, an innovative new addition to the Johnnie Walker Blenders’ Batch series of experimental whiskies,” says Anna MacDonald, Global Travel Marketing & Innovation Director, Diageo. “The creation of Johnnie Walker


houses remains a key priority in terms of extending our luxury footprint within the [global travel retail] channel,” MacDonald continues, emphasising Diageo’s upped investment in luxury retail activations including the first Johnnie Walker House at Amsterdam Schiphol, a permanent Johnnie Walker House at Bahrain Duty Free, and three new boutiques in Asia. However, the Distilled Spirits


Council points out that there is still plenty of room for growth in American whiskey. “Companies are recognising that


it is important to develop a broader appeal and education about the category if shared goals are to be achieved,” notes Cockram. “Although whisky is a mature


category, we are seeing an increase in the premium segment and the bourbon category specifically.”


Room for growth Brown-Forman’s Payne says room for growth will come from expanding occasions and attracting new consumers, including women. “As more people come


into American whiskey, and bourbon, that offers great opportunity for growth. “Brown-Forman has a ‘women


in whiskey’ initiative that supports drinkers and the female distillers,


MAY 2017 Cedar Ridge American Whiskey Explorer range from Marie Brizard. TRAVEL RETAIL BUSINESS 161


barrel makers and master distillers; the female consumer is a big opportunity for brown spirits in America.” Moreover,


bourbon


experiencing traction in the craft, small batch segment. At Marie Brizard Wines & Spirits,


the American Whiskey Explorer pack from Iowa-based Cedar Ridge distillers is a welcome addition to the travel retail range. The 5x200ml pack includes the Iowa Bourbon Whiskey and Malted Rye Whiskey. According to Kevin Baker, Global


Travel Retail Director, Marie Brizard Wines & Spirits, brands like Cedar Ridge are successfully piggybacking on the wave of innovation currently taking place in the American whiskey market. This in turn is being spearheaded


by some of the larger spirits players. Baker says the American whiskey category is ‘on fire’, and as such, the new pack format positions Cedar Ridge to grow in travel retail. “As a gift pack, it did extremely


well over the Christmas and we’re looking to replicate that in travel retail on an ongoing basis,” he says. “It’s a great souvenir pack, but also


an exploration pack and we know the mindset of consumers when they’re travelling through airports is to find something new to discover.”


Craft distilled appeals Appeal for craft distilled, small batch bourbons is also something that Stoli Group has been quick to capitalise on. Kentucky Owl Bourbon is the


latest addition to the group’s portfolio and boasts a history dating back to 1879 when it was presented as


is


“Companies are recognising that it is important to develop a broader appeal and education about the category if shared goals are to be achieved.”


Michael Cockram, Marketing Director Global Travel Retail, Beam Suntory


a gift to Charles Mortimer Dedman by his adopted father. Banned during Prohibition in the early 20th Century, the brand was revived by Dixon Dedman in 2008 with the aid of friends and California winemakers Mark and Sherri Carter. The introduction of Kentucky Owl


marks Stoli Group’s first foray into the Bourbon market “We’re excited, it’s small batch


– 1,200 to 1,600 bottles – and currently only available in Kentucky, but we will be having conversations with selected travel retail partners in Q4 or Q1 next year,” explains Dayna Dennington, Regional Director Duty Free North & Central America, Stoli Group. Dennington tells TRBusiness that


bourbon’s ability to tap into the needs of millennials is one reason for the growth in its popularity. “Story and heritage is


important when it comes to bourbon,” she explains. The liquid will ‘more than likely’


be available in airport channels to begin, as the brand assesses other options to grow in travel retail. The attractive super-premium category is one option. “We see the category


growing and that naturally lends itself to premiumisation,” Dennington concludes. «


Above: Johnnie Walker Blender’s Batch 1L bottle from Diageo.


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