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INTERNATIONAL. Drinks giant Diageo and Miami-based airline supplier and retailer DFASS Group (Travel Retail) today announced a strategic partnership that aims to double inflight sales of Diageo’s brands.
The partnership will seek opportunities for both promotional and organic growth.
In a joint statement the companies said: “The partnership will work closely with DFASS’ airline partners to enhance the overall travel experience for passengers – adding touch points between them and Diageo’s brands.
“Passengers will receive communications about the brands before, during and after their flight and they will have the opportunity to pre-order.”
The companies said that the scale and reach of both partners means that the partnership will have “unrivalled opportunities” to work closely with Diageo’s domestic businesses in the US to cross-promote and enhance brand awareness.
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“There is no liquor brand owner other than Diageo that could deliver this for us; and we are the only operator that could give Diageo the reach and expertise to achieve these results“ |
Benny Klepach CEO DFASS |
Cited examples were:
– Diageo working closely with DFASS’ airline partners to gain access to First Class Lounges that will allow communication with those passengers that do not normally shop in the airport or on the flight.
– Diageo working with DFASS’ airline partners to develop compelling onboard communication via brand videos, brand advertorials and an inflight exclusive gift with purchase.
– Using the reach of Diageo’s domestic business to communicate with travellers outside the normal confines of the travel retail channel, before and after their trip, to keep them updated on further purchase opportunities.
DFASS CEO Benny Klepach said: “Diageo and DFASS have worked together for many years and at a time when consumers are looking for consistency and value, we will be able to work closely with Diageo’s brands to offer a premium drink experience.
“A partnership with Diageo – combining our strength in international in-flight with their unrivalled collection of brands and coverage through duty free and domestic channels – means we will be able to offer consumers and shoppers total consistency of message and experience.
“There is no liquor brand owner other than Diageo that could deliver this for us; and we are the only operator that could give Diageo the reach and expertise to achieve these results.
“Our ability to deliver this kind of partnership will only increase DFASS’ attractiveness to more potential airline partners.”
Diageo Global Travel & Middle East Managing Director Phil Humphreys said: “DFASS’s global strength across inflight together with Diageo’s unparalleled collection of premium liquor brands makes for a really compelling proposition.
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“We will create a fantastic travel experience for all inflight’s passengers and a convenient, irresistible shopping proposition“ |
Phil Humphreys Managing Director Diageo Global Travel & Middle East |
“Both businesses enjoy the benefits of scale and reach. When you add Diageo’s ability to reach shoppers and consumers across the traditional boundary between the domestic and travel retail channels, it brings a whole new level of opportunity.
“Benny Klepach and DFASS share our vision of a fast-growing category driven by great shopping and drinking experiences.
“We will create a fantastic travel experience for all inflight’s passengers and a convenient, irresistible shopping proposition.
“This partnership is great for Diageo and DFASS but will also bring huge benefits to airlines and travellers. It’s a pleasure to work with such a far-sighted company and I’m sure this will unlock massive new possibilities.”
ABOUT DFASS
DFASS’ international reach across the inflight markets covers North America (including American Airlines, Air Canada, Air Transat, Continental Airlines and Delta), the Middle East (including Gulf Air and other carriers) and Latin America (Avianca, Aerosur, Air Jamaica and newly-acquired PLUNA).
In Asia DFASS recently secured an agreement with Tiger Airways to complete the concessionaire’s comprehensive coverage across the Singapore market, complementing contracts with Singapore Airlines, Silk Air and Jet Star Asia.
MORE STORIES ON DIAGEO
Diageo’s Phil Humphreys to address Trinity Forum – 25/06/09
MORE STORIES ON DFASS
DFASS gains Northwest duty free contract, retains Delta – 21/01/09
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