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At TFWA World Exhibition in Cannes, The Moodie Davitt Report President Dermot Davitt caught up with William Grant & Sons Managing Director Global Travel Retail David Wilson to talk about the company’s latest developments and its growth strategies for the travel retail channel.
As reported, William Grant & Sons recently announced the acquisition of leading UK ultra-premium gin producer Silent Pool Distillers. As the brand’s global supply chain and distribution partner in travel retail, the spirits company will help expand Silent Pool’s presence across different markets.
Wilson remarks, “Silent Pool is a beautiful distillery with beautiful gin, and it fits well into our gin category play. It allows us to play in the ultra-premium category.
“Hendrick’s is doing incredibly well in the super-premium category and that’s continued to go from strength to strength. But Silent Pool allows us to play in the ultra-premium category and that is going to allow us just to come up with a much bigger category play going forward.
“If you look at IWSR statistics, that is the future of gin – it’s going to be more about super and ultra-premium categories.”
Reflecting on the company’s performance in travel retail, Wilson spoke optimistically about the strong recovery in 2023. William Grant and Sons is eagerly awaiting Asia’s full reopening, which has been slightly delayed but is anticipated to regain momentum by next year. He said: “We’re going to finish really strong with momentum going into 2024.”
Wilson also emphasised the growth in the single malt whisky category and the company’s dedication to premiumisation. It aims to offer consumers exclusive and exciting products that go beyond price considerations, focusing on creating value for both retailers and consumers.
During the TFWA Asia Pacific Exhibition in Singapore this May, William Grant & Sons highlighted its travel retail-exclusive Glenfiddich Perpetual Collection.
The range made its travel retail debut in August 2022 and it was the biggest Glenfiddich launch in the channel in the last decade. The launch period featured a series of immersive pop-up concepts across various travel retail locations, including Singapore Changi, Haikou Meilan and Taoyuan International airports.
Wilson says, “We wanted to be disruptive and we wanted to premiumise Glenfiddich – it’s [Perpetual Collection] doing both. It takes a while to make sure Perpetual is seen by consumers as being the new Glenfiddich offering in the channel.”
He acknowledged the need for continued awareness-building, especially in Asia, where distribution and visibility are still evolving.
When asked about the key conversations William Grant & Sons has with retail partners, Wilson remarked: “We’re privileged to have brands like Glenfiddich, The Balvenie, Hendrick’s and Monkey Shoulder that lead in certain categories.
“I think we have a responsibility. We have very strong and productive conversations with our retail partners. It’s a much more collaborative approach going forward, while we look at how we disrupt and inspire at the point of execution.” ✈
