Supporting its focus on developing the airline
channel, William Grant & Sons took part at the recent Airline Retail
Conference (ARC) in London for the first time, both exhibiting and sponsoring the
ARC Best Airline for Inflight Retail Award (won by KLM). WGS also sponsored the
Gala pre-dinner and after-dinner cocktails with Monkey Shoulder and Hendrick’s
Gin.
 |
| Rajiv Bhatia (WGS Director –Middle East, Gulf and Indian Subcontinent) presents WG&S sponsored ARC Best Airline for Inflight Retail Award |
 |
| ARC delegates enjoyed pre and after dinner cocktails sponsored by Hendrick's Gin, Monkey Shoulder and Glenfiddich |
 |
WGS
exhibited at ARC for the first time this year as part of its focus on building
inflight business. L-R – Rajiv Bhatia (WGS Director
–Middle East, Gulf and Indian Subcontinent), Andre de Almeida (WGS
Director - Europe Travel Retail) and Emma Humphreys (WGS Regional
Marketing Manager Europe)
|
“The inflight channel is a priority for William
Grant & Sons,” says WGS Director - Europe Travel Retail Andre de Almeida.
“Although it represents a small percentage of the global travel retail business
– and is often a rather maligned channel – we do believe that it offers
opportunities for incremental sales and brand building.”
De Almeida says he was encouraged by some of the
presentations at ARC which outlined the significant advantage that airlines
have over other channels of distribution in travel retail: “Each airline knows
exactly who is travelling before their competition (such as airports). Taking
this data alongside the digital possibilities for interaction between the
airline, brands and consumer, and airlines could become stand-out sales and
passenger experience opportunities.”
WGS has developed a number of unique gifting
offers that are exclusive to travel retail and perfect for airlines. These
include The Glenfiddich 3 x 5cl, Tullamore Dew 3 x 5cl and Hendrick’s 2 x 5cl
packs.
“We know that the majority of consumers will buy
their full-size bottles of spirits at the airport; gift packs and fractional
bottles, however, open up a totally new opportunity for additional sales,”
continues de Almeida, “with miniature gift packs particularly relevant for
airlines.”
WGS research has shown that 70% of fractional and
miniature packs are in addition to other whisky or spirit purchases. “Miniature
packs provide two sales opportunities inflight: they’re the perfect last minute
gift for a friend or loved one; perhaps more importantly they encourage new
consumers to try whisky and/or encourage exploration of new whiskies and gin.”
Currently WGS is working with a number of key
airlines including Aer Lingus, Air India, Emirates, Etihad, Korean Air,
Lufthansa, Middle East Airlines and Qatar Airways. “We are very keen to engage
more closely with the Airline channel, not only to drive our gifting offer but
also to look at the brand building opportunities via pouring in the lounge and
inflight,” says WGS Director –Middle East, Gulf and Indian Subcontinent Rajiv
Bhatia.
“We are already pouring on Air India, Aer Lingus,
Emirates and Qatar and this – plus the touch-points available within the
airline lounges – creates excellent opportunities for interacting and engaging
with key customers prior to the sales offer.”
Andre De Almeida said that ARC gave the company a
useful opportunity to further explore the mechanics of the inflight retail
channel – and the airline’s approach to it. “It was an interesting exercise
and, through our sponsorship of the Best Airline for Inflight Retail award and
of the pre and after dinner Gala drinks, gave WGS excellent brand exposure and
profile.”
Adds Bhatia: “We had some interesting
conversations at the ARC event and look forward to taking these to the next
stage in coming weeks. For us it is not just about the product but also the
associated experience which we can offer the consumer.
“I think one of the key ways moving forward is
for airlines and retailers to look at how they can work together rather than
against each other. For me, one of the most interesting presentations at ARC
was DDF President George Horan’s outline of how they are working with Emirates
Airlines to maximize commercial relationships between retail operations on the
ground and in the air. It can and does work and we at WGS are very keen to be
part of that process.”
ENDS
Trade enquiries: Ian
Taylor, William Grant & Sons. Tel: +44 (0) 20 8334 1258. Fax: +44 (0)
20 8332 1695. Email Ian.Taylor@wgrant.com
Press enquiries: Rowena
Holland, Essential Communications. Tel: +44 (0) 208 405 8109. Mobile: +44 (0)
7710 219784. Email: row@essentialcommunications.org
Notes to Editors
* William Grant &
Sons is an independent family-owned distiller founded by William Grant in 1886 and
today still controlled by the fifth generation of his family. The Company
distils some of the world’s leading brands of
Scotch whisky, including the world’s favourite Single Malt
Glenfiddich, the handcrafted range of The Balvenie Single Malts, the world’s
most reclusive malt Kininvie and the world’s oldest family blend,
Grant’s, as well as selected other spirits, including
Hendrick’s Gin, voted the ‘World’s
Best Gin’ by the Wall Street Journal, Drambuie Scotch Whisky
Liqueur, Tullamore DEW Irish Whiskey, Sailor Jerry, Milagro Tequila and Monkey
Shoulder Blended Malt Whisky
No comments:
Post a Comment