BROWN SPIRITS: BROWN-FORMAN
40 years old) are in discovery mode […] and American whiskey is very appealing to them,” continued Bourdier. “Global travel retail is a growing
channel and when you have +5-10% passenger growth depending on the regions, it’s a dream.” In a change of direction, TRBusiness
Above: Jack Daniel’s fixture at Incheon International Airport.
underlines its ‘continued, impressive momentum in the channel’, observes Bourdier. Woodford Reserve Baccarat
Edition is the latest incarnation from the distillery based in Versailles, Kentucky. Unveiled at last year’s TFWA
Cannes, the fluid was being produced and bottled at the time of interview in anticipation of its roll-out at TFWA Singapore this month. Retailing at $1,500, a pricepoint
described by Bourdier as sitting in the realms of ‘affordable luxury’, Baccarat reinforces Woodford Reserve’s position in the super- premium bourbon category and is an ode to Brown-Forman’s craftsmanship at the upper echelons of American whiskey making. Baccarat will be elevated at
prestigious duty free counters, supported by promotional activities in various locations in the coming months. Of particular interest to bourbon
connoisseurs is the brand’s arresting decanter – a silhouette of the bottle engraved with the Woodford Reserve and Baccarat crystal emblems. It is displayed in a signature red box.
“Bourbon is a category not relatively well- known by the general consumer – everyone knows the name bourbon, but it’s not like Scotch whisky with connoisseurs in malt.”
Aude Bourdier, Marketing Director, Global Travel Retail and Developed APAC
126 TRBUSINESS
The liquid, described as ‘exceptional’ by Bourdier, is crafted by Master Distiller Chris Morris and finished in hand-selected XO Cognac casks.
Experiential in demand Conversation then switched to the bourbon category more specifically, with TRBusiness keen to discover if the trend towards premiumisation – also witnessed in Scotch, gin, rum and other spirits – has reached a tipping point. “Bourbon is a category not
relatively well-known by the general consumer – everyone knows the name bourbon, but it’s not like Scotch whisky with connoisseurs in malt,” Bourdier observed. “My first assessment is people
know the brand bourbon, but not what is behind it. As a market leader we have a job to do to get the knowledge of the product to consumers. Thanks to our brands, we can cater to all price ladders and tastes. “Premiumisation is important, but
it doesn’t mean immediately going to $5,000. We have to be more mindful of every type of consumer budget. This is work in progress.” One example is Old Forrester. As
the first bottled bourbon in the US, it is not as well known in Europe and Asia as the Americas, but it’s authenticity ticks all the boxes. With that in mind, bourbon –
like many other spirit segments – is displaying marked appeal from travellers aged 30 and under, particularly the Chinese. “Young, affluent Chinese (20-
then asked whether travel retail spirits should be concerned about Alibaba Group’s recent partnership with China Duty Free Group to launch the Fliggy travel service platform (enabling merchants, including overseas and mainland China duty and tax free retailers, to sell online merchandise for shop and collect). “I don’t think we should be afraid
of digital,” Bourdier stated. “It’s a means to connect with the consumer and Alibaba has been brilliant at connecting with as many consumers as possible. “You can learn about products
digitally, but people are happy to learn about malts in Scotland for example at the distilleries. “We have a complicated product
that requires taste, smell and craftsmanship. You can learn about it digitally, but it’s just one way to connect.” “Liquor does have a lot of
constraints; it is a bit more complicated than fashion for example. “You have the legalities of
selling alcohol which is extremely diverse depending on countries, tax, duties and regulations and in some markets it’s simply forbidden to sell online.” «
Woodford Reserve grew by 30% in travel retail year-on-year.
MAY 2019
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