2014 has been another extremely positive year for William Grant & Sons in global travel retail. The division’s head office moved to Singapore and a new Managing Director, Justin Weston, was welcomed into the fold. He has presided over an unprecedented calendar of travel retail exclusive product launches. The global rollout of the new Glenfiddich Cask Collection range started in April, to join The Balvenie Triple Cask range and several other travel exclusive products including Glenfiddich 25 Year Old, Kininvie 17 Year Old single malt, The Girvan Patent Still 28 Year Old, two new Hendrick’s gift packs, Grant’s 8 Year Old in Asia, Grant’s Nordic Oak and Grant’s Voyager in Europe as well as several limited edition and seasonal gift packs.
“Global travel retail remains a key division for the company and our strategy remains the same” says Ian Taylor, Head of Marketing GTR, “Our remit is to build long-term, sustainable growth for our premium brands in the channel. We will continue to focus on driving value ahead of volume. By offering travel exclusives, ensuring that all of our products are beautifully packaged and are desirable as gifts we maximise our appeal to the travelling shopper. If we can then support these offers with outstanding theatrical activations to help build excitement and drive footfall into the stores, then we give ourselves the best chance to succeed in this highly competitive global market.”
Justin Weston, Managing Director GTR comments, “In recent years the company has followed a strategy of differentiation from domestic markets. This started with limited editions and one off gift packs but over the last two years has progressed to offering exclusive GTR core ranges for key brands such as the Glenfiddich Cask Collection and The Balvenie Triple Cask. This will continue and over the next 12 to 18 months we will be reviewing our product offerings for brands including Tullamore DEW and Grant’s Blended Scotch in global travel retail.”
Known for its passion and reputation for nurturing and building brands, William Grant’s will be exhibiting recently-acquired brand Drambuie at TFWA World Exhibition. A natural fit for its expanding portfolio, the company wishes to re-engage existing drinkers and introduce the brand to an entirely new generation. Drambuie has a rich heritage dating back to 1745 and was famously used as the key ingredient of the Rusty Nail cocktail, favoured by the Rat Pack in the 1950s.
Weston continues: "We are thrilled to bring Drambuie to Cannes – a brand which, while well known on global markets, offers real potential within travel retail. Drambuie fits very comfortably within our portfolio and through our knowledge and understanding of both whiskies and the travel retail industry we are confident that we can improve the brand’s position and appeal to international travellers.”
“The addition of Drambuie only strengthens our position within scotch whisky. With Glenfiddich, The Balvenie and the now Kininvie we have a leading position within single malts. This is a critical and fast growing, high value category. For continued success and long term growth we need to develop category management solutions that help to grow the entire category, not just our brands. These solutions must be shopper and consumer focused and help passengers navigate easily and effectively through what can be a complex and confusing assortment. This will mean working closely with the operators to secure a fair share of space for single malts in store. Done well we can help increase average spend per head and generate more profit for both ourselves and our partners. We have seen very positive results already through this approach and look forward to discussing this on the stand during Cannes,” concludes Weston.
(Golden Village G02)