Bacardi Global Travel Retail cites strong performances in the Americas

Bacardi Global Travel Retail has claimed a strong performance for its brands in the Americas region in 2016, driven by travel retail exclusives and the impact of activations.

The whisky range offers several exclusives including Aberfeldy 18yo and 28yo, Aultmore 21yo, Craigellachie 19yo and 31yo and Glen Deveron 16yo, 20yo and 30yo.

According to IWSR 2015 figures, Aberfeldy was the second fastest growing whisky brand in global travel retail.

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19yo Craigellachie is one of several channel-exclusive expressions

Bacardi Global Travel Retail Regional Director Americas Geoff Biggs highlighted the growth of Dewar’s 15yo and the single malts aged range as the brands secure broader distribution across the Americas.

“We will continue to focus on the opportunity for our malts, especially in Latin America where there is a growing appetite amongst consumers at the second stage of luxury to make new discoveries in blended and single malts, especially with niche brands with great intrinsics like ours,” he said.

Biggs said that the John Dewar & Sons Fine Whisky Emporium has played a big role in showcasing the range and in engaging new consumers with other brands.

In the white spirits category, he said Bacardi GTR would continue its brand building of Grey Goose vodka which includes the travel retail-exclusive Grey Goose Interpreted by Ducasse, with toasted wheat.

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Geoff Biggs: “We will continue to focus on the opportunity for our malts”

“Grey Goose continues to lead the growth in super premium vodka in the Americas travel retail and, when we have optimal shelf positioning and with campaigns such as with DFS at Los Angeles International Airport (January-February 2017), we are driving greater category performance for the retailer,” Biggs said.

He cited strong growth in Argentina and Brazil for The Star of Bombay gin, with sales boosted by its exclusivity in travel retail.

In the cruise channel Biggs said Bacardi was increasing its long-term investment and its premium range in all categories.

“The underlying excitement of the cruise sector is the multi-layer opportunity it gives us to influence consumer purchase decisions both on vacation and when they are back home and buying our brands from the domestic market.

“Our dedicated team of cruise brand ambassadors is driving greater traction for us direct with consumers and in training cruise line staff,” he said.

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An exclusive three-some: Glen Deveron single malts

Biggs described the Bacardi Cruise Legacy Competition as a “key platform” for engagement with the growing numbers of professional bartenders in the cruise sector.

He also noted that business in border stores, including Blue Water and Peace Bridge, had benefited from the exchange rate between the US and Canadian dollars. He said Bacardi continued to work with retailers on a sustained category management programme to meet shopper and consumer trends. “The result is optimised range visibility and ease of shop, which are helping to drive curiosity, interaction and sales across the category,” Biggs concluded.

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