Diageo — alongside Molson Coors, Harding and Ocean Bottle — is one of our featured Exhibitors of the Day on 26 November during the Virtual Travel Retail Expo Buyers & Brands Bonanza Month.
To visit the Expo click here (note: If you have not registered to attend the Expo, you can do so here free of charge if you are involved in the travel retail sector).
Diageo, owner of a glittering portfolio of brands including Baileys, Crown Royal, Gordon’s, Johnnie Walker, Lagavulin, Smirnoff, Talisker, Tanqueray, Ron Zacapa, The Singleton and many others, is playing a key thought leadership role within its Platinum Partner virtual experience suite and in the Knowledge Hub and Experience Arena sessions which are available ‘On Demand’ in the respective halls.
Click on the video icon to access the full interview with Sam Fischer from the Virtual Travel Retail Expo
At the Knowledge Hub, Diageo Asia Pacific and Global Travel President Sam Fischer underlined the global drinks powerhouse’s continued commitment to the travel retail channel.
Speaking with The Moodie Davitt Report Founder & Chairman Martin Moodie, Fischer said he was “astounded” by the resilience of the channel, and of the Diageo team, during the long COVID-related crisis.
He offered an upbeat, optimistic view of the industry’s future, emphasising collaboration, innovation, premiumisation and the increasing important role of sustainability.
“Travellers are going to be surprised and delighted by what they see in travel retail. This is a critical channel for us,” Fischer said. “We have had a long history in travel retail and we know that travellers are going to return, they are going to be energised and we want to be there to ensure that our brands will enhance that experience of travel.”
At the Experience Arena, 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, the 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%, which launched in global travel retail last month, is part of Diageo’s positive drinking strategy called ‘Spirit of Progress Society 2030’. Tanqueray 0.0% was initially launched in the domestic markets in Spain and England in February 2021.
The full video reveal appears above; click on the icon
It is now available in airports in Amsterdam, Copenhagen, Frankfurt, Hamburg and Oslo, with a rollout planned for Heathrow, Gatwick, Malaga, Barcelona and Madrid airports from early 2022. The suggested retail price for Tanqueray 0.0% is €13.50 for a 70cl bottle.
Commenting on the Spirit of Progress Society 2030 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.
Elsewhere in the Experience Arena, Diageo offered 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 met with Diageo Global Scotch Ambassador Ervin Trykowski in the immersive brand journey, which included 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,” Trykowski said.
“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.”
Win a business class return flight with Qatar Airways
The month-long bonus exhibition period at the Virtual Expo offers visitors the chance to win a return business class flight to Doha from any Qatar Airways location in the world courtesy of Diamond Partner Qatar Duty Free. The award-winning Hamad International Airport retailer is also offering weekly US$250 shopping vouchers, drawn from registrants who on any day visit the Qatar Duty Free/Hamad International Airport virtual experience zone and the suites of our Exhibitors of the Day.
Virtual Highlights:
- Check out the travel retail launch of Tanqueray 0.0%, an alcohol-free version of one of the world’s favourite gins, via the Diageo Discovery 2030 button inside the Diageo suite or via a great film in the Experience Arena (On Demand Day 1).
- There are some other outstanding videos too (make sure to double click at the start). Look out for Diageo Spirit of Progress & 2030 Targets, a powerful encapsulation of Diageo’s ten-year programme to create a more inclusive, responsible and sustainable world. In ‘Let’s do this’, the company pledges, “We have a vision to make the alcohol category the growth engine within a stronger travel retail industry. We will double the size of the category by 2030. We will do that through four category growth pillars of growth (Gifting, Exploration, Make the Moment, Balanced Choices).”
- Take a visit to the Knowledge Hub (On Demand Day 3) to hear Diageo Asia Pacific and Global Travel President Sam Fischer’s outstanding interview with Martin Moodie; or visit the Experience Arena and discover the majesty of the Johnnie Walker Princes Street Experience.
Walk with Diageo at the Johnnie Walker Prince Street Experience Arena session by clicking on the icon above
Where: Wines, Spirits & Beer Zone
Wayfinding (you must be registered first): https://event.virtualtrexpo.com/?exhibition_type=exhibitionpavilion&room_id=diageo-entrance
Experience Arena 1 – Global Travel Product Reveal: https://event.virtualtrexpo.com/session/ExperienceArena.html?sessionID=EA005_diageo_1&hide_controls=true
Experience Arena 2 – Johnnie Walker Princes Street Experience: https://event.virtualtrexpo.com/session/ExperienceArena.html?hide_controls=true&sessionID=EA010_diageo_2
Knowledge Hub – Diageo Asia Pacific and Global Travel President Sam Fischer: https://event.virtualtrexpo.com/session/Global.html?sessionID=GB023_lead&hide_controls=true
The Virtual Travel Retail Expo platform has been further streamlined with a much-enhanced and speedier log-in procedure, improved video loading speeds and continued navigational improvements.
In a bonus, registration (go to www.VirtualTRExpo.com) is complimentary from now and throughout the bonus month for anyone involved in the travel retail industry. Please note you cannot access the Expo without registration, and all delegates must first be verified as connected with the travel retail sector and are subject to qualification criteria.
