Page 56 - TFWA World Exhibit 2022 Special Edition

INSIDER

Bush Intercontinental, take a more bullish “Although it has grown impressively
view. “For sure, gin has got potential,” in the past few years, gin is still a relatively
he confirms. The gin category had been small category,” Calvo explains. “I would
growing steadily before COVID, he recalls, say it has reached a ceiling, but it is here to
the duty free retailer’s offer including stay. We have a mixed assortment– all the
big multinational-owned brands such as famous brands and a few up-and-coming
Tanqueray and Beefeater, but also local ones.
U.S. craft gins such as Brooklyn Gin, “Hendrick’s is by far our bestseller
Bootlegger 21 New York Gin and Bluecoat and the brand that put the category on
Gin, a barrel-aged gin from Philadelphia the map,” he adds. “With this, other
Distilling. traditional brands also went up in sales like
“In the two-three years before COVID Bombay [Sapphire] and Tanqueray. We are
we also saw Hendrick’s coming through, constantly trying new gins and flavors. It
attracting a younger crowd,” Halpern says. all depends on what’s
“It brought great attention to the category. available.”
[Drumshanbo] Gunpowder Gin, which One gin brand
we were also carrying, really blew my comparatively new to
mind as to how well it was received by the duty free which does
Drumshanbo Irish Gin was well received consumers…Then COVID happened, so see potential in Latin
by consumers at International Shoppes’ there was a reset.” America is Brockmans,
locations in the United States when it was
launched pre-COVID. As international travel has restarted, an independent,
gin has recovered to its 2019 presence super-premium British
certainly become somewhat of a trend in-store. “We are at the highest point in brand containing non-
on the premium side of the category,” he the history of our company in terms of traditional botanicals
explains. gin allocation,” he reveals. “Companies like blueberries and
Like Geoghegan, de Monchy believes are putting out better products which is blackberries, which
the cruise channel has particular promise pushing the envelope on price points. Are sells over 1 million
for gin, but is less optimistic about airlines. we there with $200 gins like the tequila bottles a year in 55
“We have not listed our gins on board the industry?... I don’t think we are there countries worldwide.
airlines due to slow demand and [their] quite yet, but we are pushing the envelope The brand has made
focus on two or three of the staple brands,” more than we have been historically and its entry into the travel
he explains. “The airline business has consumers are gravitating toward higher retail market this year
become much smaller and less relevant price points.” and has hired ex-Stoli drinks veteran Jean-
these days.” As to the question of who is buying Paul Aucher as its travel retail consultant.
Scott Halpern, president of gin, Halpern says it is primarily Europeans “We are already present in some
International Shoppes, which operates and Americans. “You tend to see South Brazilian border stores where the potential
stores at six U.S. airports, including New American consumers go for whiskies and to grow is high,” Aucher explains. “We are
York JFK, Washington Dulles and George Cognacs and Asians are not tops for us also currently finalizing key travel retail
either on gin,” he explains. partnerships to cover Central America and
Carlos Calvo, the liquor buyer the Caribbean markets. In North America,
at Panama-based travel retailer Motta thanks to Brockmans’ strong position in
Internacional, whose Attenza Duty Free Canada, especially in Quebec Province,
store chain boasts over 40 locations at there are also opportunities.”
airports and border stores in Panama, As Aucher suggests, in Canada gin is
Ecuador, Nicaragua, El Salvador and growing strongly in the domestic market
Colombia, confirms Halpern’s view that with the category forecast to grow at
gin is currently a more difficult sell in Latin CAGR of nearly 14% over the next three
America. years, according to Statista. In fact, gin’s
growing appeal in the country led British
Colombia’s Victoria International airport in
partnership with local craft distiller Victoria
William Grant & Sons’ Hendrick’s Gin is the Distillers to open North America’s first
top-selling gin for Motta Internacional. airport gin distillery last September. The
outlet blends, bottles and labels around 55
bottles a day and travelers can have their
bottles personalized before purchase.

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