BROWN SPIRITS: WILLIAM GRANT & SONS


WGS: Staff investment ‘stays on message’ with Asian PAX


Ensuring a consistent branding message remains a priority in DF&TR as travelling consumers become more sensitive towards pricing and brand positioning. William Grant & Sons’ Richard Bush, Regional Marketing Manager – Americas tells Luke Barras-Hill why channelling resource into staff communication remains paramount for growth.


B


y all accounts, it’s been a challenging 18 months for many stakeholders in DF&TR


despite global sales climbing by 2.3% to total $63.6bn in 2016, according to Generation Research. However, it is worth noting that


while modest, growth of +3.5% for wines & spirits to $10.5bn carved out a more flattering position than some of its other global category counterparts. More generally, Asia DF&TR


grew by 9.1% to $27.6bn in 2016 and appears to be building on its leadership position, with the latest preliminary figures from Generation pointing to sales lifting by 8.1% in the first half of 2017 to top $15bn. Speaking to TRBusiness in


November, William Grant & Sons’ (WGS) Managing Director Global Travel Retail Ed Cottrell was in buoyant mood about the distiller’s current trading condition, relaying messages to TRBusiness from customers who say it continues to outperform category expectations. That message appears consistent


five months on, as TRBusiness went to press for this issue, particularly in the important Americas region. WGS Regional Marketing


Manager – Americas Richard Bush confirms that the region continues to outperform GTR category growth. A particular interlocutor for


this success is the performance of Glenfiddich Cask Collection coupled with strong traction from its aged variants, particularly the 18 and 21 year old ranges. One notable development has


been the introduction of a fractional 20cl bottle size for Glenfiddich 21 Year Old, more tailored towards impulse purchases or casual gifting.


MAY 2018


“This is the first time we are showing it in the Americas,” confirms Bush. “We are getting more interest


in fractionals in general; we have fractional sizes like the 20cl in the Select and Reserve cask and are getting interest from major customers on those as well.” In addition, ‘perennial strong


performer’ The Balvenie continues to do well for WGS in Americas and has taken well to the introduction of new novelty. “It’s a brand that we like to


showcase,” says Bush. “It’s obviously what we call more of an ‘explorer malt’ so when people are more malt connoisseurs this is the kind they would gravitate to. “Last year we launched in


the Americas The Balvenie 14 Year Old Peated Triple Cask, and that was a big success for us. “It’s a neat expression for fans


of The Balvenie. People who know and love the brand understand that Balvenie isn’t usually a peated whisky so the fact it is a rare and unique offering I think has pretty


broad appeal.”


Monkey’s starring role Grant’s continues to play an important role in Latin American DF&TR markets, which benefit hugely from the arrivals business, together with the Caribbean. Meanwhile, blended malt Monkey Shoulder is gathering strong momentum. “Monkey Shoulder appears to be


the next big star in our portfolio,” comments Bush. “The broad appeal


“I think it’s important that the store staff can engage with the Chinese passengers in their own language because obviously when there’s a communications barrier the brands and the offers aren’t being communicated effectively.”


Richard Bush, Regional Marketing Manager – Americas, William Grant & Sons


TRBUSINESS 137


Above: Glenfiddich Cask Collection at International Shoppes, JFK T8.


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