Page 41 - Asian Cruise Traveller Duty & Tax Free Retail

3.3.2 ON-TRADE BEVERAGE PURCHASING
On-trade beverage purchasing is also a key revenue stream for brands and cruise operators, with more than a third of Asian cruise travellers making additional purchases during their last trip.
Although this presents a key opportunity for brands to drive ‘on-trade sales’ in its own right, the high footfall and additional purchase incidence from on-board bars presents a key opportunity for Alcohol brands to support off-trade sales through generating interest in existing ranges, new products and cruise / location based exclusives in a relaxed, leisure based environment.
Brands should therefore look to drive awareness through brand specific drinks menus, such as the ‘Absolut Cocktail List’, ‘Bombay Sapphire Gin & Tonic Range’ or ‘The Johnnie Walker Whisky Menu’; each menu should outline the exact brand variants, with details of availability in the on- board Duty / Tax Free store. Brand specific events should also be considered in bars, including bartender competitions, such as those conducted by both Bacardi and Diageo, or speciality tasting evenings of high-end, luxury brand variants available in the Duty / Tax Free stores.
Potential also exists to drive brand awareness and therefore additional purchasing in on-trade bars through wall art or plaques, such as brand or product specific mirrors, paintings and posters, as well as branded jukeboxes, beer towels, and shot glasses.
ON-TRADE BEVERAGE PURCHASE ON- BOARD THE SHIP
Base: Total Travellers (798)
Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
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