INTERNATIONAL. William Grant & Sons has reported a +57% jump in malt whisky sales from a Whisky Fest promotion with Dufry at Tenerife and Milan Malpensa airports.
Sales of William Grant brands at Tenerife’s Reina Sofia Airport surged by +115% on the first day alone.
The promotion features specially merchandised and themed areas for individual whisky brands such as Glenfiddich and The Balvenie, and is supported by tastings and advertising. Other suppliers involved in the tasting promotion include Pernod Ricard, Whyte & Mackay and Diageo.
The promotion runs in both airports throughout September and October.
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The promotion features specially merchandised and themed areas for individual whisky brands such as The Balvenie |
Bringing the category to life
Dufry Group Category Manager Liquor & Tobacco Beatrice Knecht said: “We’re extremely pleased in the way suppliers have embraced this promotional opportunity and the first day results at Tenerife for William Grant & Sons indicates just how successful concepts such as this can be.”
William Grant & Sons Business Development Manager Stephanie Law added: “It’s fabulous when retailers will invest in promotions such as this Whisky Festival, which brings a whole category to life. For travellers it’s a chance to explore and taste the various whisky brands on offer, some of which they may not be familiar with, and encourages them to try new expressions and experiment a little. We’re delighted to be working with Dufry on this project.”
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