Introduction: In an increasingly competitive and experience-led retail landscape, product alone is no longer enough. For Suntory Global Spirits, it’s about storytelling, authenticity and the power of human connection – especially when it comes to whisky.
In conversation with The Moodie Davitt Report Brands Director Hannah Tan, Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham shares insights on how the company is reimagining the traveller experience – from immersive airport activations to recruiting new generations of consumers.
Speaking candidly, Gandham also reflects on an unannounced visit to a recent Heathrow activation, the lessons learned and why connection at the point-of-sale is more vital than ever.
You recently launched a high-profile Bowmore whisky experience at Heathrow Airport. What was your impression of the execution on the ground?
I visited the activation as a traveller exploring the space and experience. The team on the ground had no information of who I am, as I browsed through a very well designed and immersive boutique. It was a step change from our previous installations, and I was proud to see the team continue to push boundaries. Reflecting on that particular experience, we did some things right and some could be further improved.
The questions I asked were addressed, however, what is evident is [the need] to move away from templated responses and show genuine curiosity on our end for what the consumer is looking for. Making assumptions about preferences or purchase probability is a clear no… and lack of engaging conversation could undermine the whole experience.
What kind of feedback did you give the team?
As we continue to evolve our brand spaces and experiences, accessible storytelling cues need to be integrated to strike the balance when a consumer wants to explore the space on their own, whether through technology or well-established industry practices.
Using the entire setup and offerings to give consumers choice that suits every possible occasion, and giving them space to make their own decision – even if this instance is one for information, sharing the interaction has to be memorable.
People are arguably the most important investment in travel retail. How important is that customer interaction element in whisky?
I couldn’t agree more. Especially in a complex category like whisky, people are everything. Even I don’t know everything about whisky – it’s a never-ending learning process.
Consumers rely on brand ambassadors to demystify the product and bring it to life through storytelling, which is why that customer interaction and clienteling element is so important on the shop floor.
How are you making whisky more accessible to consumers who may not be familiar with the category?
It all starts with storytelling – communicating what really makes the product special. In a recent conversation with Peter Zehnder from Lindt and Ashish Chopra from Delhi Duty Free while tasting our Hibiki liquid, we talked about the perception or belief around Gen Z not spending at the same level as previous generations.
The situation is more nuanced, for example we all agree that Gen Z shoppers have more access and a wider assortment available than any previous generation, while the demand on their attention, time and spending is stretched across even more options.
So today’s consumers – especially the younger ones – look for a connection. If a product or brand isn’t part of their lived experience, it won’t resonate. That’s what we are trying to achieve in travel retail: using these spaces to create meaningful connections.
What happens when that emotional connection is missing at the point-of-sale?
Then it doesn’t matter how beautiful your packaging is; if your brand ambassador doesn’t deliver a compelling experience, the opportunity is lost. The point-of-sale is crucial – it’s where curiosity turns into conversion.
How important are travel retail exclusives to your strategy, especially amid a challenging spirits market?
It has become even more relevant. Travel retail exclusives are increasingly important, and so is age transparency. Consumers are more discerning with their spending, and price volatility is a reality. Domestic markets are softening in some regions, so travel retail can no longer rely on price arbitrage. Differentiation becomes the core value proposition.
Consumers now define value for money in a broader way – it’s about uniqueness, provenance and quality. That’s why activations like the Bowmore one at Heathrow matter. We need to tell the product story again and again and again – and most importantly to do it well.
We need to think about how to recruit and re-recruit consumers. The idea is to tell a story across multiple entry points as different hooks resonate with different people. Then we analyse which messages connect best and refine our approach accordingly.
What kind of brand storytelling resonates most with spirits customers?
For me, it starts with provenance. I need to understand where the brand comes from and what it stands for. Whether it’s Scotch or Japanese whisky, the origin story matters.
Then there’s the brand’s tone and the complexity of its message. Too many brands today say the same things: they’re “authentic, fruity or crafted”. It’s about whether those claims are backed up across every touchpoint – from packaging to the liquid itself. The real test is when a consumer actually tastes the product.
In this way, tastings can be a powerful conversion tool. Singapore Changi Airport is a great example – every time we run a sampling campaign, we see higher conversion rates. It comes down to the quality of the liquid, and at Suntory, we take great pride in over-engineering our products.
Everything from the packaging, storytelling and defined flavour profiles should lead up to that moment. When the consumer opens the bottle and experiences the liquid, that’s when the product speaks for itself.
Suntory recently opened a multi-brand store at Mumbai Airport Arrivals with Ospree Duty Free. What has been the feedback so far?
We found a great partner with Ospree Duty Free, who have helped us create vibrant shopping experiences that showcase our diverse premium spirits portfolio to arriving travellers at Mumbai Airport.
As we continue efforts to elevate the travel retail experience, our milestone opening offers a curated selection of truly iconic brands to build a richer connection with our global consumers.
India stands out as one of the fastest-growing markets in aviation and travel retail, with arrivals driving 70% of sales. We are confident that our multi-brand space will swiftly transform into a must-visit destination for the many spirits enthusiasts arriving in Mumbai.
It’s early days, but the response has been promising. Indian travellers are curious and willing to explore. The potential is enormous and we have a lot of exciting things planned in that market. ✈
