INTERNATIONAL. Welcome to the Virtual Travel Retail Expo Experience Arena. Throughout the course of the Expo, it will feature 28 engagement sessions from 20 companies in the new-look Experience Arena, one of the event’s most exciting and engaging components.
The Experience Arena programme features a diverse line-up of presentations across categories. Each presenting brand promises to wow Expo attendees with dynamic and interactive digital events. The Experience Arena will also host several virtual lounges for networking and serve as a platform to launch, promote and educate visitors about products and services through virtual masterclasses, tastings and live demonstrations.
Either pre-recorded or live, these 30-minute segments will be streamed to a global audience. Here, we present the highlights from the Experience Arena.
[Here are just some of the highlights of the Experience Arena sessions from 11 to 15 October]
Day 5: 15 October, Friday
Q&A: How Digital has Changed and is Set to Change Further the Landscape of Global Travel Retail
We’ve just seen a wide-ranging Q&A session on the key subject of digital adoption for the global travel retail channel in the Engagement Arena, with Partnerwise Managing Partner and Founder Ian Williams asking the questions.
On the panel were PartnerWise Partner and Co-Founder Jenny Dodds; Partnerwise Partner Global Beauty David Pickles; Consultant John Moriarty; and Global Retail Consultant Dan Binder, a former President of Global Supply Chain at DFS, based in Hong Kong.
PartnerWise is a global executive search and talent advisory firm for both retail and brands. The company has a rich heritage within the global travel retail sector, having been placed over 700 candidates in various functions from senior to mid levels across 26 years.
Moriarty said that the travel industry needs to balance short-term survival goals with long-term digital transformation initiatives as the backbone to growth.
He added: “Digital technologies are disruptive and by nature challenge norms within organisations. Any retailer or brand needs to appreciate that this is a company-wide responsibility, not just the domain of the CIO, CTO or the Chief Digital Officer.
“My view is that the approach has to be one where the mindset is that the move to digital is not just a specific event or project with an end date. It has to be appreciated that it’s a journey that will continue for quite some time, and maybe even indefinitely.”
Assessing current digital trends in travel retail, Dodds discussed the power of the influencer, the importance of digital content and selling through social media platforms such as Instagram, Facebook and TikTok.
She added: “We have also seen AI and AR trickling into travel retail in recent times and initiatives like this are becoming more and more the expectation of the customer, bridging that gap between the digital and physical worlds.”
Meanwhile, Pickles gave the example of the High Street department store as to how retailers can get left behind happen if digital is not adopted early. He said: “There is a reticence in parts of the travel retail industry to change and realise what the business model now needs to look like [in the digital age].
“We only have to look at what happened within the global department store market, to really understand the challenges that can come up if there is a late adoption of digital innovation.”
On traveller expectations from retail in the digital age, Binder said: “Expectations are really not much different than what you see in the domestic market. The customer today expects an omnichannel environment and they use the power of their mobile phone and the engines and the tools that the retailer has created online to give them choices in terms of how they shop.
“From a navigation standpoint, customers expect a hygienic and contactless environment. The role of SMS and how it powers communication and connects the customer to the retailer, and the opportunities that brings, is becoming super important.”
The Consumer-Driven Digital Revolution: A Look at the Insights Driving Change
Philip Morris International shared the data-driven insights that are driving its retail experience and outlined the evolution of its omni-channel digital deployment.
With tobacco and reduced risk products being an industry traditionally supported by brand building, consumer engagement efforts with shopfloor staff has been forced to pivot radically as a result of Covid-19.
The pandemic and resulting changes in consumer behaviour were the catalyst for a complete rethink of its consumer experience strategy in the context of the “New Normal”.
Philip Morris International Head of Commercial Planning Middle East & Africa Anthony Fysh and Head of Consumer Journey Duty Free Ksenia Klenova outlined the key changes and what Philip Morris International is doing to adapt to these changing consumer behaviours.
Klenova said: “As a response to changing consumer behaviour, we changed our strategy to enhance our digital CRMs, scale up our digital retail, and enhance our omnichannel synergies across all those touchpoints.
“We revolutionised the IQOS experience, by connecting the dots pre-, during and post travel to ensure a new experience while offering tailored experiences to engage with consumers,” Klenova added.
“We offered targeted advertising, disruptive digital media signage, digital touchpoints and offering highly tailored experiences, to offer an omnichannel IQOS journey, drive sales and boost lead generation. So, whenever our customers are in their journey – IQOS can provide a seamless omnichannel experience.”
Highlighting the value of engaging with travellers ahead of their trip, Fysh commented, “It was clear for us to focus on ecommerce to offer more personalised experience. We worked with operators to deliver bespoke brand spaces. It’s not just about being present online, so we leveraged our own communication spaces and CRM bases to communicate the benefits of online and the availability of their chosen products.”
Day 4: 14 October, Thursday
The Dalmore Ensemble Collection – A Multi-Sensory Virtual Experience
Whyte & Mackay invited Expo attendees to discover The Dalmore Ensemble Collection through a guided multi-sensory Virtual Experience.
Visitors were able to see, hear and enjoy the new campaign that seeks to inspire duty free shoppers in-store and online. Led by Global Single Malt Specialist Stephen Martin, this engaging session showcased the latest travel retail exclusive collection from The Dalmore Distillery in true virtual style.
The three new, beautifully orchestrated single malts, accompanied by bespoke music and art commissioned from award-winning creatives, are an uplifting, multi-sensory feast for the senses. The Dalmore Ensemble Collection comprises the trio, quartet and quintet which offers three, four and five-cask whiskies respectively.
Martin said, “Three exceptional whiskies from The Dalmore, which creates some of the most captivating and intriguing single malt whiskies. This collection is unmistakable in terms of flavour, character and personality, carving out a special place in the world of whiskies.”
With this range, The Dalmore is looking at music and how a composer is using casks to create something beautiful and unique. “The way we make whisky at The Dalmore is distinct”, Martin said:“Long maturation across several different casks. That’s how our Master Distiller Richard Paterson uses casks, like a composer using different instruments and that is where the idea for this collection stems from.
“This is a dazzling display of artistic flair and to take the idea of one step further and viewing whisky as a sensory experience, we have collaborated with artists like composer Misha Mullov-Abbado and illustrator Joanna Layla to offer a truly multi-sensory whisky experience that combines, taste, sight and sound.”
Live from Berlin: A Jägermeister Masterclass
Live from Berlin Jägermeister Global Brand Ambassador Nils Boese joins the Experience Arena in an extraordinary Masterclass which not only explores the story of the brand but also offers a huge range of “best serves”.
Boese highlights Jägermeister and Jägermeister Manifest, and put a big focus on Jägermeister Cold Brew Coffee.
Full of enthusiasm for the tastes offered by the brand’s expressions, Boese touches on Jägermeister’s secret recipe and its 12-month ageing process, which, he points out, is “not ageing, it is harmonisation”.
If you thought the German digestif and liqueur, which features, 56 herbs and spices, is restricted to one taste and one serve, you are very wrong.
Just check out this presentation on demand to discover what cocktails, desserts, coffees and straight, icy serves are available. Prepare to be surprised.
Lagardère Travel Retail North Asia CIO Zhu Gang on digitalisation opportunities
The strength of Lagardère Travel Retail in the North Asia market, particularly in China, has been underpinned by realising a digital strategy to aid new customer acquisition and customer loyalty.
In this recommended Engagement Arena session, Lagardère Travel Retail North Asia CIO Zhu Gang reviewed in detail the key focuses of that strategy and the opportunities in digitalisation that are helping the company stay ahead of the competition.
One of the key strands and most successful elements of the strategy, Ghang explained, has been the introduction of two member loyalty programmes which are driven by digital communication and ecommerce. They are a prime example of digital complementing physical retail in the travel world.
The first, Boulevard du Luxe, is designed for high-end travellers and offers members access to fashion, luxury and perfumes & cosmetics products. The digital side of the loyalty programme is linked to more than 100 Lagardère stores covering these products categories across 26 airports.
The second, Voyage, rewards loyalty for spending on food & beverage and travel essentials in 19 airports and more than 30 train stations. Over 300 of F&B outlets and shops are linked to the programme.
Both loyalty programmes, Gang said, have contributed to new customers increasing by 50% in the last 12 months and a repeat purchase rate of 29%. Further, 5% of customers purchased in multiple airports and 10% of customers purchased from multi-brands.
Initiatives such as these have helped to keep Lagardère Travel Retail revenues strong and replace income that has been lost to the industry due to the slowdown in business travel and tourist traffic.
Day 3: 13 October, Wednesday
Mondelez spotlights zero-waste Cocoa Life Activation at Oslo Airport
In a fascinating Experience Arena Session, Mondelez WTR underlined its sustainability mission to lead environmental change that’s right for travellers and for the planet. It was led by Mondelez WTR Senior Business Development Manager Iris Litschauer, who was joined by CircleSquare Account Director Abby Loadeer and Gebr. Heinemann Category Manager Frank D. Hansen.
In this roundtable session, Mondelez WTR, CircleSquare and Gebr Heinemann discussed how through shared passion, trust and commitment, they are progressing more sustainable practices in the travel retail channel. The session highlighted the recent zero-waste Cocoa Life activation at Oslo Airport as an example.
This activation was a first for Mondelez WTR globally, and the confectionery category leader hopes to inspire even greater advances in how sustainability is prioritised in the channel. Conceived with a zero-waste retail design, it was constructed with cut-off wood from other units, magnetic panels which can be rebuilt post-activation, and outdoor vegetable planters which will be donated to schools and public spaces. In addition, it shines the light on strategic brands such as Toblerone and regional chocolate brands Freia and Daim.
Why sustainability? “Sustainability has gained increasing importance in recent years, particularly in the travel retail channel,” Litschauer said. “At Mondelez we are committed to creating products that are right for consumers and for the planet. Our priorities are to source 100% of our chocolate products form our cocoa programme and now 94% of our packaging is also recyclable. In our travel retail environments, we are tracking, upcycling and repurposing existing POS materials to prolong life and extend circularity while innovating with new technologies to reduce our carbon footprint.
“This year, we shared our sustainability scorecard, developed in partnership with CircleSquare. This shows that we are committed to working with the industry to ensuring we’re not just talking about doing better, but actually becoming better.”
Commenting on the zero-waste Cocoa Life activation, Litschauer said: “This activation, launched in partnership with Gebr. Heinemann and Travel Retail Norway was something different, relevant and exciting. Our key driver was to develop a concept that would touch the heart and reflect the values of the Nordic consumer, while also appealing to a wider audience.”
Hansen commented, “For us it’s important to team up with a supplier like Mondelez who share the same goals. Responsible retailers generate more and more sales through sustainability. By creating a promotion like this, where we implement waste reduction and recycling at the same time making it educational, engaging and exciting – we believe that’s the way to go.
Loadeer added, “It was always our ambition for Mondelez and CircleSquare to take the lead in travel retail and prove that it was possible to implement a sustainable retail plan that doesn’t compromise on standout design nor quality of production. We wanted to ensure that the integrity of Mondelez’s brands was recognisable, while delivering beautiful design that had sustainable fixings and materials across the lifecycle. Our aim was clear. To proactively reduce our environmental impact while retaining our existing brand identities and build a truly sustainable retail design strategy that shows our commitment to leading the way and making bold changes in the industry.”
One Red Kite’s Jilly Brocklebank on the people of the travel retail industry
There was a heart-warming presentation in the Engagement Arena this morning, delivered by travel retail recruitment expert Jilly Brocklebank, Director of One Red Kite.
She addressed the subject of how the pandemic has changed the thinking of people in the industry, in particular their attitudes towards, and preferences for, employment, not least those who now find themselves out of travel retail work due to no fault of their own.
Brocklebank also spoke of her passion for the industry and her empathy for what everyone involved with it has been through since COVID-19 struck, and how they now feel as things start to move back towards normality.
She said: “I started my career in travel retail over 20 years ago, when I began working at Heathrow Airport for World Duty Free. It was the most amazing experience – fascinating, challenging, hard work, but ultimately it was the most rewarding job I think I’ve ever had. That’s when I fell in love with travel retail.
“I’ve been completely passionate about it ever since; there’s nothing like the buzz of being in airports or cruise ships, and experiencing what passengers are seeing. It’s just a whole fascinating experience – I absolutely love it! And I’m very lucky to work in it still.”
Brocklebank, who has been focusing on her travel retail recruitment service for the past four years, went on to explore what the intervention of the pandemic means for the future in terms of recruiting for both employers, and for potential candidates.
Finishing on a typically positive note, she said: “The future of recruitment in the travel retail industry is going to be cautious and steady as the cruise ships get back out there and the aeroplanes fly again.
“I’m always positive and I am sure our industry will get back to where we were. I think it’s going to take some time but our people have the resilience, adaptability and agility to achieve it.”
As well as providing recruitment services to the travel retail industry, One Red Kite offers other travel retail-focused services including data management, bespoke mystery shopping and category management.
Day 2: 12 October, Tuesday
“A tribute to the past with its eyes on the future” – Stoli Group introduces The Wiseman
Stoli Group Global Brand Advocacy Leader James Bowers hosts a virtual tasting session of the latest addition to the Kentucky Owl bourbon whiskey line-up: The Wiseman.
Bower guides his guests through the brand’s history and how it went dark during the Prohibition Years in the USA when the staggering then equivalent of US$400 million worth of bourbon was destroyed in a fire.
Kentucky Owl was revived in 2014 and Stoli Group purchased the brand three years later, intent on developing Kentucky Owl to appeal to a wider range of consumers.
Bowers points out that The Wiseman is produced and distilled in collaboration with the Bardstown Bourbon Company in Kentucky. He also offers a sneak peek into the development of the Kentucky Owl distillery which is due to open in Bardstown in 2025.
Bowers shares a range of The Wiseman-based cocktails with guests but is quick to add that the new expression is just as good straight or with ice.
“I think this is a really fantastic introduction to show people just what makes Kentucky Owl special,” he says. Any bourbon fans who missed this session can join Bowers as an on-demand video will be available.
Crafted with joy: Campari Group spotlights Appleton Estate Jamaican Rum
Campari Group Global Brand Manager Travel Retail Jennifer Smith talks with Appleton Estate Jamaican Rum Master Blender Joy Spence, the “heart and soul” of the brand.
Spence was appointed Master Blender in 1977, after joining Appleton as a chemist, and was the first woman to hold that title.
| As reported, Campari Group is relaunching the Appleton Estate Jamaican Rum into global travel retail, highlighting newly-designed packaging, revamped bottle and label design, and introducing two new premium blends at the Virtual Travel Retail Expo.
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Spence highlights the Appleton Estate rums’ characteristics, including its lush location (and daily rainfall), sugar cane selection, the on-estate water used in fermentation and the ageing process. Appleton Estate Jamaican rums contain no additives and all flavours are naturally derived.
Spence also underlines the important role that tropical ageing plays, with the spirits ageing three times as fast as they would in a cooler climate.
Presenting the Appleton Estate ‘family’ of five rums which are available in global travel retail, Spence noted that the Signature blend “makes a delicious daiquiri” while the 12 Year Old is a “true sipping rum” and the 21 Year Old’s taste is “long, dry and luscious”.
Discover the World of Whisky with Bacardi
If you are a whisky connoisseur or involved in the travel retail spirits industry, take a look at this great Engagement Arena session, Discover the World of Whisky with Bacardi.
Presented by whisky journalist Becky Paskin, it features a discussion with two Bacardi whisky Global Brand Ambassadors – Fraser Campbell (Dewar’s) and Matthew Cordiner (single malts portfolio).
The video is compulsive viewing, as the duo – both of whom hail from Speyside – share their passion for the whiskies they represent, tell us about their lives as brand ambassadors and explain the craft of how the whiskies are made.
Cordiner talks the viewer through his portfolio which includes the premium whiskies of Aberfeldy, Craigellachie, Aultmore, Royal Brackla and Glen Deveron and shares several drams with his companions.
The discussion moves to Dewar’s, which has recently been given the accolade of the world’s finest blended whisky. Campbell shares his thoughts on the character of the whisky and why it is so popular.
The whisky experts also discuss several travel retail exclusives from the brands they represent, and why they believe these brands are a great fit for the channel.
We highly recommended you watch this one. A beautifully shot piece of film, befitting of the whiskies under discussion.
Fekkai: Discover Fekkai Clean Sustainable Hair Care & Styling
Fekkai, one of the world’s first sustainable, professional salon brands to deliver high-performance haircare, hosted in intimate virtual Q&A with its Founder Frédéric Fekkai.
Attendees were able to discover the world of Fekkai and learn all about its salon-tested collections and its mission to help make the beauty industry cleaner and more sustainable, one bottle at a time.
Fekkai was joined by Commercial Officer Crystal Wood and Head of business Development Courtney Bostick.
“When I bought back the company in 2018, I did it with the mission of giving consumers the most sustainable products with the cleanest formulas,” says Founder Frédéric Fekkai as he looks back on the beginning of his namesake brand’s ambitious sustainability journey. “Sustainability is a moving target and we want all our products to not just have a minimal impact on the planet, but for them to have a positive one.”
“When I first started this business in the mid-nineties, I set out to produce the first-ever luxury haircare brand. Back then, people thought I was crazy because haircare was always a commodity and not a luxury product. Today, people are challenging our aim to be completely sustainable, but we are proving that we are. We want to be a pioneer in sustainability, we want to make it sexy.”
In this illuminating Experience Arena session, Frederic Fekkai talked about his overall vision for travel retail, balancing profit and purpose, and the role his eponymous brand will play in expanding the relatively-new haircare category in the channel.
He also outlined the tangible ways in which his business is creating a positive impact on the planet and his mission of becoming the cleanest, most sustainable and most effective salon haircare brand in travel retail and beyond.
Keep walking through the new Johnnie Walker Princes Street Experience Centre
Diageo offers a sneak peak of its new Johnnie Walker Princes Street Experience Centre in the heart of Edinburgh, Scotland.
Set over eight levels, the centre celebrates Johnnie Walker’s 200-year journey to becoming the leading Scotch whisky brand, its strong ties with Scotland and its landscapes and the craftsmanship behind the name.
Scottish TV presenter Edith Bowman meets with Diageo Global Scotch Ambassador Ervin Trykowski in this immersive brand journey, which includes a personalised whisky tasting and bottling [non-alcoholic alternatives are also available] and live music featuring Scottish singer and songwriter Nina Nesbitt at the 1820 rooftop bar.
“Our ambition is to open the doors of Scotch to a new generation of whisky drinkers, providing incredible immersive experiences that will surprise and delight whisky fans from all around the world,” Trykowki says.
“What’s really exciting is that Johnnie Walker Princes Street is only one part of the story. It sits at the heart of a landmark £185 million (US$251 million) investment, connecting Johnnie Walker with the key malts from distilleries that represent the unique whisky making regions that lend their distinctive flavours and qualities to its crafting.”
He points out that the experience centre allows guests to learn about the Glenkinshie, Clynelish, Cardhu and Caol Ila distilleries. “They get a real sense of the places, people and culture behind Scotch whisky, while learning what the malt whiskies contribute to the Johnnie Walker story.”
Scotch whisky fan or not, this is an experience not to be missed (the presentation will be available on demand). So let’s let the video of the Johnnie Walker Princes Street Experience, and the images, do the walking… sorry, talking!
Introducing the Brand Partner Program – airport retail staffing solution
“Everybody works together, everybody stands to win. Because never has it been more important to update the in-person sales and promotional plan.”
These are the words of SPARK Group President and Founder Heidi Van Roon in introducing her session in the Engagement Arena, titled Activations in a New Retail Era – Designing a New Promotional Framework.
In her presentation, Van Roon explains the thinking behind her Brand Partner Program (BPP). It brings together retailers and brands with high-performing, accountable airport retail shopfloor brand promoters.
“My reason for doing this is that even before the pandemic, I saw that the promotional model was increasingly missing what the market really needed. And the pandemic has really just amplified and accelerated a need for change. Now, we have all the more issues to solve and the Brand Partner Program really looks to check off a lot of those boxes.”
The BPP is a 12-month Retail Certificate Programme that optimises promotional budgets, with location-specific recruitment, employment and performance management. It provides dedicated brand promoters for retailers and brands who are equipped with sales training that develops into a 12-month case study.
The system features digital integration with a dedicated app to monitor performance, supporting a vibrant sales culture.
Ultimately it aims to provide employment continuity with a retailer, brand or agency for the brand promoter – a win-win for both sides.
Van Roon said that the productivity benchmark for the BPP is four times the labour costs.
Are you a brand or retailer interested in collaborating on this ground-breaking system and intrigued to find out more? Watch the full video here.
Read a recent Moodie Davitt Report interview with Heidi Van Roon on the future of airport shopping here.
Lagardère Travel and duty free in China
In this engaging session, Lagardère Travel Retail Asia Vice President of Merchandising Terry Chua, formerly Vice President of Perfumes & Cosmetics and General Merchandise of China Duty Free Group, shared his thoughts on why duty free is Lagardère’s next move in China.
Chua began with an overview of Lagardère’s progress in China travel retail. He said: “Lagardère Travel Retail is the market leader in China duty paid with over 400 stores in duty paid perfume & cosmetics, fashion and accessories, travel essentials and food services across 26 domestic airports and 25 railway stations in china. This experience has allowed us to gain important knowledge in understanding Chinese shoppers needs and spending habits.
In a landmark move, Lagardère Travel Retail partnered with new license holder Hainan Tourism Investment Duty Free Co. (HTDF) to open the Hainan Tourism Duty Free Shopping Complex on 30 December 2020.
Commenting on the partnership, Chua said: “With the strategic collaboration with HTDF, Lagardère Travel Retail made its entry into the duty free business in China. We over-promised and delivered the impossible mission of opening the shopping complex in two months filled with exclusive brands such as Byredo and Christian Louboutin.
“With that, Lagardère has proven our capability and will continue this development in the China duty free market as a bridge between license holders and brands. I am pleased to announce that we will soon have more partners and more projects to come.”
Chua concluded the session by taking audiences on an exciting virtual tour of the Hainan Tourism Duty Free Shopping Complex. The tour began with a visit to Shu Uemura’s shoebox concept store, followed by a visit to Estée Lauder Advanced Night Repair pop-up, then a visit to the largest Estée Lauder offshore duty free boutique in the world. Chua also visited the Gucci, Tom Ford, Lancôme, La Mer, Givenchy, Decorté, Burberry, Byredo, La Prairie and to Christian Louboutin boutiques. The latter, the brand’s first-ever duty free store in Hainan.
Click here to read our full story
Travel the world with Lindt
What better way to start the day than a journey through the world of Lindt chocolates, with hosts Lindt Master Chocolatiers Urs Liechti and Matt Muller.
Liechti believes the secret to the brand’s masterpieces lies in quality ingredients and craftsmanship. Quality control, he says, is the most important aspect in the manufacture of all Lindt products.
“The greatest moment for me is when the long development process is finally complete, when they have perfectly produced my creation in the factory and I can hold it in my hands,” he adds.
Muller takes viewers on a culinary trip around the world, introducing international recipes and some mouth-watering treats. The USA is his first stop, and a lesson in making brownies using dark Lindt chocolate.
Muller then moves to Europe to mix up a chocolate mousse, followed by a speciality from the Middle East, Kunafa Cookies, and Barfi from India, using Lindt Napolitains. The final destination in Muller’s journey is Japan and Matcha Baumkuchen.
All featured recipes are featured by Lindt in the Exhibition Pavilion.
Day 1: 11 October, Monday
Sustainability: One vision, one mission
Stoli Group Global Sustainability Leader Elisa Whitehouse sheds light on how the drinks company is committed to challenging the mindset, changing the way of doing business, in this enlightening Experience Arena presentation.
As she points out, “a successful sustainable journey cannot be achieved alone, but together we can make a change to our planet for generations to come”.
Detailing the effects of climate change and ocean plastic pollution, Whitehouse says Stoli Group fully supports the planting of trees to offset carbon commissions, but asks: “What should we really be changing?”
“We should be really looking at challenging the mindset. Going zero net emissions shouldn’t be a get-out-of-jail free card. Planting trees is not enough. We need to protect the heart of our planet.”
Whitehouse notes that clean, fresh water is “the most precious resource that we have”.
“At Stoli we have one vision and one mission and that is to have established the most powerful and sustainable ultra premium wines and spirits portfolio by 2025. And we have thought about how to deliver this plan through a holistic, multi layered approach covering planet, people and profit.”
Whitehouse details Stoli Group’s 2025 strategy which focuses on five key areas: water usage reduction, becoming zero net emissions throughout supply chain, continuing to champion inclusion and diversity, promoting responsible drinking practices and building sustainable partnership programmes.
“With sustainability as part of our DNA we have aligned our targets with our strategic priorities which are part of our daily business, day in day out,” she adds.
2025 targets include having all secondary packaging recycled, recyclable or degradable and a substantial decrease in water usage across the group’s ‘grain to lips process’.
According to Whitehouse, Stoli is “proud to stand beside anyone who is fighting for equality”, with the group championing visibility and acceptance across all walks of life.
Whitehouse also details Stoli’s collaboration with the Resea Project which encourages local participation towards a global impact.
Click here to enjoy the full presentation.
Diageo reveals Tanqueray 0.0%
In a fascinating Experience Arena Session, Diageo revealed its newest no and low innovation, Tanqueray 0.0%. Hosted by Diageo No & Low Alcohol Brand Ambassador Christie Knight and Diageo Global Travel Retail Marketing and Innovation Director Dafydd Pugh Williams, this session highlighted the potential for the no and low category in travel retail and the role trusted brands like Tanqueray can play in driving category growth.
Tanqueray 0.0%, launching in global travel retail this month, is part of Diageo’s positive drinking strategy called ‘Spirit of Progress Society 2030’.
Commenting on the strategy, Pugh Williams said: “At Diageo we are committed to giving alcohol a positive role in society. We are passionate about the role our brands play in celebrating life everyday everywhere. As a global company, we have a responsibility to lead the way.
“Our brands are meant to be enjoyed responsibly,” Pugh Williams added. “This is why we’ve committed to reaching 1 billion alcohol consumers from across the globe with dedicated messages of moderation from our brands by 2030. We will also continue to educate people about the risks of alcohol harm through our drink IQ platform.
Pugh Williams added, “Through our category strategy, we have identified that making balanced choices is key for consumers and that the no-and-low alcohol category is growing fast but choices are still limited. I am therefore delighted to announce the launch of Tanqueray 0.0 into travel retail from this month.”
Tanqueray 0.0% invites travellers to explore new alcohol-free alternatives. Knight, who oversees Seedlip, Æcorn, Tanqueray 0.0% & Gordon’s 0.0% Gin, underscored the potential for the no and low category. She said: “The no and low category is experiencing double digit growth,” Knight added. “We really need the large, trusted brands to enter the category for the conversation around non-alcoholic spirits to become more normalised. Tanqueray 0.0% delivers a credible alcohol-free experience for consumers who don’t want to compromise on taste and quality.”
Knight concluded the session by demonstrating how to create a perfect Gin and Tonic and Gimlet with Tanqueray 0.0%.
Click here to read the full story
Promixo Spirits shines Expo spotlight on new tequila and Irish whiskey brands
Proximo Spirits introduced guests to a travel retail-exclusive blend from Irish whiskey specialist Bushmills and featured the premium Cristalino Tequila brand in a guided virtual tasting experience.
Tequila connoisseur, and Proximo Spirits Tequila Advocacy and Activation Manager Stelios Papadopoulos – the only non-Mexican to be given a tequila connoisseur title by the Mexican government – underlined the growing popularity and potential of the tequila category.
He introduced Dobel 50 Cristalino Extra Anejo, a “celebration of tequila innovation”, noting its innovative production process, clear cristalino colour and fruity taste.
Bushmills Irish Whiskey Brand Ambassador Lauren McMullan offered a sneak peak at the travel retail exclusive Bushmills Black Bush 8020 PX Cask Reserve.
The new expression is being bottled and labelled now and will be on-shelf in the coming months, in a 1-litre bottle, with a 40% ABV and RRP of €32.
McMullan underlined Promixo Spirits and Bushmills’ commitment to offering channel-exclusive expressions and noted Irish whiskies’ status as one of the fastest growing spirits categories.
Duty Free Global embarks on a Travel Retail Future Tour
Duty Free Global Founder Barry Geoghegan offers a whirlwind, 360-degree tour of his company’s wine and drinks portfolio, offering tips to retailers on how they can refresh product offer and increase engagement via digital activations to attract younger consumers.
“Penetration and conversion rates are not good enough,” he says. “We need to revamp our assortments to offer products and categories that are on-trend and in demand from our next generation customers.”
Geoghegan highlights sustainability, shot brands, convenient ready-to-drink cocktails and the inclusion of Masterclass tasting rooms as key links in the future travel retail experience. He also spotlights innovative and attention-attracting newcomers to the Duty Free Global line-up, including Shot Dog Peanut Butter Whiskey.
Geoghegan’s presentation will be available on demand and Expo visitors are encouraged to visit the Duty Free Global stand to learn more about the company’s strategy for the future.
Philip Morris International presents next-level heated tobacco with IQOS ILLUMA
In this Experience Arena session, led by Philip Morris International Innovation & Portfolio Project Leader Nicole Bauer and Head of Innovation and Portfolio Deployment Georges Chami, showcased the new IQOS ILUMA– the company’s latest heated tobacco device. The company has billed IQOS Iluma Prime as the latest and most innovative addition to a growing portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine products.
The new IQOS ILUMA is packed with breakthrough induction technology that offers ‘next-level sensorial pleasure’. Equipped with the revolutionary Smartcore Induction System, the bladeless device heats tobacco within the stick, without burning it, to provide a better and more consistent experience with no tobacco residue. 
Buer and Chami explained that these new bladeless devices offer a cleaner way to heat tobacco from the core, without burning it, to provide a more consistent experience, no tobacco residue, and no need to clean the device.
Introducing a new player in the China duty free market: Wangfujing Duty Free
In the opening Experience Arena session, we have been introduced to the Wangfujing Group, which in June 2020 became the eighth holder of a licence to operate duty free stores in China.
Founded in 1955, and formerly known as Beijing Department Store, the company has a retail presence in seven major regions of China, operating 75 stores across 35 cities. The company employs nearly 100,000 people.
In 2018 Wangfujing Group joined the Beijing Tourism Group and is now embarking on a new era of growth via its wholly-owned subsidiary Beijing Wangfujing Duty Free Commodities Management Co Ltd, trading as Wangfujing Duty Free.
A bright presentation delivered by Wangfujing Duty Free Vice President Grace Zeng and Chief Operating Officer Cathay Sun guides us through the vision of the new duty free company.
You can watch the presentation in the on-demand section of the Experience Arena at the Virtual Travel Retail Expo.
