Welcome to The Lookout - William Grant & Sons leads the way for staff engagement and support for Global Travel Retail with new App

As the world starts to open again, William Grant & Sons has developed a bespoke app platform designed to continue its support of the Global Travel Retail channel and the staff that drive this unique and special retail environment. 

William Grant & Sons welcomed its Brand Ambassadors to The Lookout app with the help of its partners at Quantum.

“Global Travel Retail has always been an important channel for most drinks brands and, whilst the last few years have been difficult for everyone, there are few channels that have been as directly affected as the GTR space,” says Lindsay Hitzeroth, Head of Customer Marketing, GTR – William Grant & Sons. 

The app was launched as part of an integrated program devoted to the support of GTR staff and customers. 

“GTR has always been really important to us at William Grant & Sons. Not just for the obvious reasons, but equally for the fantastic family of Brand Ambassadors that we have worldwide,” explains Lindsay.

“The lockdown was hard for everyone, but we made sure that we kept our global family close. We had a program of regular get-togethers and tastings as well as a few special treats to keep up morale, from live gigs to appearances from some of our master distillers and people at all levels of the company.

“The Lookout app gives us the perfect platform to continue our commitment and support of GTR, helping our passionate team across the globe access the most up to date information and brand experiences so that they can, in turn, share our incredible world with their customers.”

Adds Andy Chinnock, Client Services Director, Quantum:  "The whole team is really proud of this project, and The Lookout App is an excellent example of best practice for the channel. 

From the outset, our goal was to re-imagine and redefine the luxury Scottish experience,

providing a home for our GTR team and an engagement platform that motivates, inspires, and educates our Brand Ambassadors. 

“It’s great to see this digital experience come to life. The app captures the spirit of William Grant & Sons’ commitment to this exciting channel.”

To watch the teaser video, follow these links:

 

https://vimeo.com/664170140

https://vimeo.com/657448267

William Grant & Sons partners with Gebr. Heinemann to launch ATOPIA into travel retail with European NOLO drinks category promotion

William Grant & Sons announces the travel retail debut of its premium ultra-low alcohol spirit brand, ATOPIA, in partnership with Gebr. Heinemann, now available in five key European duty-free airport destinations.

Further to its launch into domestic retail in June 2019, ATOPIA Spiced Citrus is now available in travel retail. Positioned as a premium ultra-low alcohol spirit brand, ATOPIA is taking centre stage in Heinemann’s latest ‘NOLO’ (no and low alcohol) ‘Fly High on Dry’ category activation in Frankfurt, Amsterdam, Hamburg, Berlin and Copenhagen airports.

ATOPIA is the first ultra-low alcohol spirit from family distillers, William Grant & Sons. Mindfully made from natural distillates, flavours and extracts, the ultra-low alcohol spirit is bottled at 0.5% ABV and is available in the original Spiced Citrus flavour for travel retail.  

The profound flavour is achieved through natural distillation and botanical extraction to build layers of taste complexity and sophistication. ATOPIA Spiced Citrus reflects the tastes of the seasons, zesty citrus meets gentle spice for a refreshing and rounded finish. Perfectly matched with Indian tonic water and garnished with a slice of orange.

The Heinemann listing is the first duty-free listing for ATOPIA, with more in the pipeline according to Oksana Ohene-Adu, Customer Planning & Activation Manager GTR who says the NOLO category is seeing growing interest from the travel retail market. 

William Grant & Sons recognises the potential of this exciting category and ATOPIA will play a key role in its portfolio, as demand grows from the shopper. 

The global non-alcoholic beverage market was valued at $819bn in 2019 and is projected to reach $1258bn by 2027 (CAGR of 8.2%) with projections to grow at +31% by 2024 (source: The Spirits Business).

NOLO spirits is the smallest in this category but growing fast. It has the biggest predicted growth in the category: +16% over the last five years (source: IWSR). IWSR estimates by 2024, the production volume of NOLO alcohol drinks will grow a further 31% to meet increased consumer demand.

“We are very excited to be the first to launch ATOPIA into the duty free marketplace. We see lots of potential in this category - we plan on building up our no and low alcohol offer with a diverse range of spirits and wines to cater for this growing market,” says Gebr Heinemann Director Purchasing Liquor, Tobacco and Confectionery Ruediger Stelkens.  

The ATOPIA liquid was created by Lesley Gracie, award-winning, Master Distiller at William Grant & Sons. Gracie wanted to create an accessible yet special flavour profile to elevate the moderated drinking experience. 

Gracie comments: “ATOPIA is a special liquid that uses our distilling and blending expertise to create a new generation of spirits. Inspired by the more mindful, lifestyle choices of today’s consumer, the exquisite liquid comes in a refreshing zesty citrus meets gentle spice flavour. The distillates have been selected and combined with care and precision, meaning you can pick out each flavour separately whilst no one flavour dominates over the other. We’ve used our distilling heritage and expertise to ensure no compromise on flavour is experienced when drinking the ultra-low alcohol spirit. The flavour is full, from first taste to finish.” 

ENDS

Molton Brown champions fresh beginnings with Lily & Magnolia Blossom release for Chinese New Year

Molton Brown is marking Chinese New Year and the reawakening of travel with the release of its Lily & Magnolia Blossom Collection in travel retail.

The fragrance’s blend of pear with the overarching note of lily creates a succulent and vibrant scent which carries with it the sense of renewal. This captures the essence of the Lunar New Year celebration and the uplifting feeling brought on by the arrival of the Year of the Tiger.

The fragrance also reflects the British heritage which is at the very core of Molton Brown and all its collections. In Cornwall, on England’s South Coast, the Lily of the Valley blooms mark the end of winter’s darkness and the advent of spring; so, the Lily & Magnolia Blossom collection offers an internationally appealing fragrance with a deeply British heart.

The Lily & Magnolia Blossom Collection in travel retail offers four SKUs: An Eau de Parfum, an Eau de Toilette, a Body Lotion and a Bath & Shower Gel. 

The fragrance itself features an olfactory signature of pear, with top notes of delicate magnolia, white tea and green mandarin. These are enhanced by a heart of dewy lily of the valley, with peony and freesia, complemented by base notes of warm sandalwood, white musk and ylang-ylang.

International appeal

While international travel from China remains reduced, the Lily & Magnolia Blossom collection appeals to Chinese shoppers around the world. The collection has already performed extremely well on TMall Global within China, showcasing Molton Brown’s ability to provide iconic fragrances which appeal to shoppers around the world and underlining the brand’s standing as British Makers of Fragrance, crafted with care.

Rosie Cook, Molton Brown Associate Director Global Travel Retail, says: “The arrival of Chinese New Year brings a sense of celebration and optimism that travel retail and travelling shoppers need now more than ever.

“The feeling of rejuvenation and hope brought on by the blend of lily, magnolia and pear within this fragrance speaks to the rebirth and rebuilding which we are all hoping to see emerge from the green shoots of recovery which are currently appearing around the world.”

For 2022, Molton Brown’s Chinese New Year engagement in travel retail will be focused on travelling shoppers in the UK, with celebratory artwork at Heathrow Terminal 5 to attract and engage returning customers.