“Diverse and exciting”: Bacardi Global Travel Retail’s Vinay Golikeri on the Asia Pacific market

Vinay Golikeri: “2017 will be a year where we further invest, using our insights in leveraging global travel retail as a channel to build our brands with the emerging market travellers”

As the TFWA Asia Pacific Conference & Exhibition begins, Bacardi Global Travel Retail Regional Director Asia Pacific & Middle East Africa Vinay Golikeri says Asia Pacific is a “diverse and exciting” market for spirits brands today.

He says the region is “driven by both the commercial position in terms of traveller numbers and also an incredible marketing opportunity to build our brands, especially with the emerging market consumers, such as from China and India.”

Golikeri adds: “The diversity of the region is its strength, from the more mature markets in Australia and New Zealand travel retail, to emerging locations in China, India and South East Asia – there is a real focus among retailers to raise the bar for travellers with new products and experiences.”

Golikeri notes that an increased sophistication of shopper profiles and needs in the region is driven by the steady rise of Indian and Chinese travellers. “We call these the Stage 2 Luxury Shoppers and they seek rich, authentic experiences and look to discover new brands in airports. Our approach is to collaborate with our retail partners to drive store footfall and conversion with disruptive and engaging experiences for emerging market travellers.

Activations such as the one at Bangkok Suvarnabhumi Airport (pictured) aim to bring Bacardi’s brands to life

“For example, in whisky, The John Dewar & Sons Fine Whisky Emporium is delivering penetration and trade-up as shoppers explore the range of Dewar’s blends and single malts, motivated by the age statements across the entire portfolio and the remarkable stories behind the brands.

“Similarly, we’ve seen great interest in Grey Goose vodka and Bombay Sapphire activity bringing to life the brands’ luxury and craft intrinsics.”

Golikeri claims that Bacardi has managed to deliver ‘win-win’ partnerships with key retailers such as Anway, CDFG, DFS Group, Delhi Duty Free, Eraman, Ever Rich Duty Free, Flemingo, Heinemann, King Power Thailand and Sunrise, among others.

“Using insights around the Chinese and Indian travellers, we have developed strong marketing programmes. One aspect of which has been an increase in marketing campaigns around festivals in the region such as at Chinese New Year, Mid Autumn Festival and Diwali, led by our team of multi-lingual retail ambassadors and global travel retail-exclusive products, driving spirits category value.

“We have also stepped up our marketing programme around Grey Goose and Bombay Sapphire in Australia and New Zealand supported by Aer Rianta, Heinemann, James Richardson and Lagardère Travel Retail.”

Golikeri believes there is good potential for growth opportunities in the Asia Pacific cruise market. “We are well poised considering our global knowledge of the sector in the US cruise and Pacific cruise channel. However, there are distinct differences to other cruise markets in terms of drinks occasion and relevance. So, we are working with operators to bring our experience in other markets to create relevant beverage consumption moments.”

The travel retail-exclusive Grey Goose gift pack featuring the Bangkok skyline was highlighted at Suvarnabhumi Airport over the Christmas period

Golikeri continues: “The cruise channel offers a long-term industry opportunity especially with our premium white spirits brands such as Grey Goose, Bombay Sapphire and Bacardi – perfect for cocktails.”

“2017 will be a year where we further invest, using our insights in leveraging global travel retail as channel to build our brands with the emerging market travellers,” Golikeri concludes.

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