BROWN SPIRITS: WILLIAM GRANT & SONS
Gin sustains its appeal through activations such as World Cucumber Day that acts as a unique consumer touch point. Last year, Hendrick’s activated in 37 airports around the world. “We’re going to do it even bigger
and better this summer but we reached over 700m consumers with World Cucumber Day last year during the course of the campaign,” Bush reminds TRBusiness.
Monkey Shoulder: 'The next big star' in the WGS portfolio.
here is that both the taste profile and branding appeal to a younger generation of whisky consumers and the fact that it’s been promoted as very mixable widens the potential customer base.” A unique promotional platform,
‘Make it Monkey’, invites consumers to enjoy the liquid, whether on the rocks, in a cocktail, or with a splash of soda. The approach is typical of WGS’ tactic to implement greater retail theatre around the brand to convert additional consumers. With Bacardi’s $5.1bn move for
Patrón Spirits shaking up the tequila market earlier this year, WGS has the opportunity to make a further play in the channel through its very own Milagro Tequila brand. “The category is certainly heating
up so now it’s a great time to take another look,” comments Bush on a brand that has been selling well for a number of years, notably in Mexico and Panama duty free. “We’ve got a jewel in our portfolio
I think here with Milagro; the liquid itself is amazing and the packaging is really distinctive compared to what else is in the category. For me this is a natural thing for us to push here in this region.” Elsewhere, Tullamore Dew Irish
whiskey remains a firm seller in northeastern parts of the US as well as Panama and Brazil. A new XO Caribbean Rum
Cask finish recently rolled into new regions, while Hendrick’s
MAY 2018
China tops spending According to research from m1nd- set’s Business Intelligence Service (B1S) presented in TRBusiness’ exclusive Top 10 DF&TR Spenders edition in April, Chinese passengers emerged as the highest global travel spending nationality, taking a significant 21% share of global airport duty free spending. Pre-planned visits to shops (70%) and buyers’ purchases (83%) were standout metrics, supporting the argument that suppliers and retailers need to constantly evolve and invest in in-store tools to trap spending. When asked how WGS is refining its strategy to target Asian – and notably Chinese – shoppers in the Americas, Bush is resolute in his answer. “Our job is to make sure that store
staff are well trained and they know what is distinctive about each of our products that they can communicate affectively to the passengers when they come through. “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. The key is to have that staff available. “There are a couple of things that
we’re trying to do to improve in that area,” Bush continues. “We have a new marketing
resource in the Americas who joined my team recently. One of their focuses will be training, to make sure that store staff are adequately trained. “Obviously there’s a lot of territory
here so we’re making training a real focus and we look to also increase our presence with a dedicated portfolio of WGS promoters in key
Hendrick’s World Cucumber Day activated at 37 airports last year. Pictured here is a promotion at Importations Guay Ltée Duty Free’s Québec store.
TRBUSINESS 139
“What we’ve seen in the marketplace is that people are much better informed about retail prices than they used to be, so even if it’s not a pre-planned purchase, you will see people checking prices.”
Richard Bush, William Grant & Sons
locations in order to make sure that the messages are being consistently and adequately communicated.” This remains ever more important
as the global trend shifts increasingly from impulse to planned purchasing. According to the m1nd-set
research, 77% of Chinese visitors interact with sales staff, while 77% of buyers that interact are influenced to purchase by those sales staff. “What we’ve seen in the
marketplace is that people are much better informed about retail prices than they used to be, so even if it’s not a pre-planned purchase, you will see people checking prices instore,” concludes Bush. “I think it has driven retailers in general to strive to be more competitive with international pricing. There have obviously been big increases in the number of arrivals shops in China and more generous allocations for people buying at arrivals versus departures, so that is driving retailers to be more competitive to make the sale in the departure shop.” «
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