Blog: TFWA - Diageo prepares for a travel retail journey
Andy Morton | 25 October 2012
Diageo's global travel retail head, Roland Abella, was in a bullish mood last night (24 October).
“I like to take risks,” he said at the unveiling in Cannes of the Johnnie Walker Explorers Club Collection, his company's biggest travel retail launch. “If we fail, then we will learn from it. But, I hope we won't.”
He's unlikely to fail with the Explorers Club, a premium blended Scotch range exclusive to the travel retail sector that claims to tap into the “romance of travel”. The question is: why has it taken Diageo so long to come up with a collection like this?
As Abella said, the strategy in travel retail today is differentiation; trying to give the target Asian and Russian airline passengers something they can't get at home.
Aside from the question of whether non-Western cultures can identify with the Victorian-tinged view of travel Diageo is peddling with its Silk Road, Royal Route and Gold Route lines in the Explorers Club, the collection ticks all the modern boxes. The packaging is colourful, it comes with an off-the-peg story behind it and it's expensive, from US$43 to $159.
After the launch, Abella told just-drinks that “geographies don't mean anything anymore”, highlighting Diageo's one-size-fits-all approach to travel retail and why this new collection is being released in all global markets.
That's not a view shared across the Scotch industry. Morrison Bowmore Distillers said yesterday that regional market trends do seep into travel retail, but it'll no doubt work for the Explorers Club, especially with the marketing clout of Diageo behind it.
"This is our big play for the foreseeable future," said Diageo's Global travel and Middle East marketing director, Steve White. It appears then, that Diageo is setting sail on its own journey.
Fetch me my binoculars.
A couple of months ago, US-based Saltwater Brewery developed 'edible six-pack rings' in an effort to curb threats to wildlife....
Last month, SPI Group unveiled its latest advert for Stolichnaya in the US. Its an amusing little number that caries the instruction: Drink what you want. The “I am man” ad looks to distance Millennia...
Who do you work for? I ask, merely to draw your attention to just-drinks’ company pages....
- Diageo's Q4/FY 2016 results - Preview
- Diageo's FY performance by region - Focus
- Wine consumption and its health effects
- Can craft breweries compete in lager arena?
- Time to take stock of Constellation's Corona
- Diageo sets sights on alcohol-alternative trends
- SABMiller puts brakes on A-B InBev integration
- Diageo names new TR head as Doug Bagley exits
- AB InBev seeks single buyer for European beers
- Gruppo Campari trials Negroni pre-mix
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global travel retail insights - market forecasts, product innovation and consumer trends