TAIWAN. EverRich Duty Free and Japan Tobacco International (JTI) have teamed up to open a Mild Seven branded shop-in-shop at the concessionaire’s liquor & tobacco store at Taipei International Airport Terminal 2.
“This is a very big initiative for us,” JTI Corporate Affairs & Communication Worldwide Duty Free Santiago Llairó told The Moodie Report. “It creates a new retail area, and alongside EverRich it allows us to develop even better penetration of customers into the store, while reinforcing the very strong position of Mild Seven in this market. It’s a clear example of partnership.”
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Fresh initiative: JTI’s shop-in-shop at Taipei Airport, opened in partnership with EverRich Duty Free | |
JTI also recently opened a shop-in-shop at Istanbul Atatürk Airport with the ATÜ Duty Free joint venture, 50% owned by airport operator TVA and 50% by Gebr Heinemann-led Unifree.
Llairó added: “We’re looking forward to developing other opportunities at airports. We are trying to innovate, to push new concepts forward at airports to drive the business. We want to ensure that the consumer who purchases tobacco can see the same level of theatre and excitement as other categories provide. It’s not just about exposing the product, it’s about doing more work in-store to satisfy expectations.”
JTI’s acclaimed Smoking Lounge initiative will take a further step forward during the third quarter of the year, with new openings at Munich Airport, and at Moscow Vnukovo and St Petersburg airports in Russia.
The company is also developing new limited edition packaging for all of its Global Flagship Brands in travel retail. Coming soon is a new upscale brand extension for Winston, Winston Premier, which launches in duty free in July. It is already available on the Russian domestic market.
“This is part of our drive towards premiumisation at JTI,” said Llairó. “We are reinforcing brand equity and ensuring a full, broad range is offered to the consumer. This includes updating the Gallaher brands we acquired last year. We’ll invest in these and strengthen their brand equity, just as JTI did with the RJ Reynolds brands it acquired in 1999. That’s a long-term project.”
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EDITOR’S NOTE:JTI Deputy CEO Yasushi Shingai was interviewed for the May issue of The Moodie Report Digital Print Edition. Click on the icon to download the article.
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