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Diageo brand Johnnie Walker Black features on the cover of the latest KrisShop brochure |
INTERNATIONAL. Leading inflight concessionaire DFASS Group and Diageo Global Travel & Middle East (GTME) have saluted a year of strong partnership aimed at doubling travel retail liquor sales in the inflight trade.
A year ago, the companies created a strategic partnership to seek opportunities for both promotional and organic growth.
Since then, a number of key initiatives (noted below) have driven growth in the business, the two companies said.
• A range of Johnnie Walker Formula 1 campaigns have given both consumers and flight attendants the opportunity to win access to F1 races through purchase of Johnnie Walker products on flights in and out of Singapore. This has been a front cover campaign and every airline based in Singapore is participating, said the partners
• Johnnie Walker is now listed on all five Taiwanese airlines
• In September, DFASS launched Johnnie Walker Double Black, which has been featured on the front cover of the Singapore Airlines’ inflight magazine Kris Shop since 1 September
• DFASS will be launching Double Black throughout the Asia/Middle East region over the next couple of months
• Major launches of Johnnie Walker Double Black are also planned on key US carriers for the Autumn season
• A series of seasonal road shows will bring Johnnie Walker Double Black to the attention of flight crew. These will include tasting events, the biggest of which will be in Singapore at the end of September.
Diageo brands are also increasing their presence within DFASS concession airlines from both a pouring and inflight retail perspective. One example is Bangkok Airways where Diageo brands will be the primary focus for inflight, pouring and in retail outlets operated by Bangkok Airways, said the companies.
DFASS Chairman and CEO Benny Klepach said: “We have enjoyed an outstanding year with the Diageo brands thanks to this team’s proactive approach to partnership. Being driven by amazing results has been the watchword for our company this year. We have continued to push forward the barriers generating new revenue and groundbreaking brand-building opportunities.”
Jane Ewing, Managing Director of Diageo GTME, said: “A year ago we announced a strategic partnership with DFASS. We knew that DFASS’s global strength across inflight together with Diageo’s unparalleled collection of premium liquor brands would make for a really compelling proposition. So it has proved.
“Benny Klepach and DFASS share our vision of a fast-growing category driven by great shopping and drinking experiences. We will continue to work closely together to create a fantastic travel experience for all inflight passengers and a convenient, irresistible shopping proposition.”
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Click here to view the enlarged image (of the latest Johnnie Walker Formula 1 promotion) |
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