Page 42 - The Summit of the Americas 2021

INSIDER

Beam Suntory embraces “digital revolution” to weather

COVID-19 storm

Phil Restall’s first few months in his on projected PAX return and priority loca-
new position have been “a baptism of fire.” tions.”
But the Beam Suntory General Man- E-commerce will become much more
ager of Travel Retail, who was appointed common for travel retail sales in the near
to his new position in October, confidently future, says Restall.
predicts Beam Suntory’s global travel retail “The pandemic has accelerated the
business will emerge from this pandemic growth of online alcohol sales in many
in a strong position, thanks in part to its markets worldwide, and travel retail
“digital revolution.” operators have evolved and introduced
“While the pandemic has sadly created new online retail services facilitating home
such global devastation, one positive is it’s delivery of travel retail exclusive and duty-
been a great experience facing these chal- absorbed products,” he says.
lenges head on and working together with “In terms of the most challenging
a very talented GTR team and supportive comeback, traveling shoppers’ buying
business to navigate the crisis,” Restall tells habits will undoubtedly have changed and
TMI. Phil Restall, Beam Suntory General will continue to shift away from what we
“I have learned a great deal about Manager of Travel Retail have historically known as a direct result of
what’s important to our customers as they COVID. In fact many aspects of this new
look to recover and the resilience and te- the recovery materializes, it’s important shopper behavior, including e-commerce
nacity of not only my team but the industry we adapt to what our customers and their penetration and the increasing importance
in general as it plans to bounce back better. shoppers are looking for. This will require of digital as a key medium on the shopper
We are working hard with our customer an agile approach to planning, a strong path to purchase, will likely become the
partners to plan the recovery, and we have focus on execution and a requirement to ‘new normal’ so it’s critical we understand
very exciting plans including some extraor- ensure investment is re-prioritized to faster and adapt to these new opportunities.”
dinary launches in the pipeline,” he says. growing areas or recovery, such as Hainan Beam Suntory has been building new
Beam Suntory will need to focus on Island, or accelerating shopper behavior in capabilities and massively accelerating ef-
where the consumers are actually travel- the e-commerce space. Certain channels forts in key areas to ensure it is in the right
ing, and what they are looking to purchase, and geographies will recover quicker than place to lead the recovery, with a growing
insists Restall. others -- America will rebound strongly, it’s emphasis on digital elements.
“There are a number of bright spots just a question of ‘when,’” he says.
on the horizon. Beam Suntory is commit- Digital integration on all levels
ted to the GTR channel, its recovery and Data more important than ever The company realizes that it will
the important role it strategically plays “We use multiple data sources, need to integrate digital at all levels of the
in building our iconic brands around the industry experts and insight from our channel.
world. In the short to medium term as customer partners to best project where “The business has been focusing its
faster recovering geographies and channels efforts – not just in GTR, but across the
are likely to occur. This entire organization - on upweighting digital
has resulted in an ongoing, capability, for example, to ensure we still
iterative planning cycle engage and connect with priority shoppers
to continually build the who have new shopping habits.
strongest, most sustainable “We are working very closely with our
plan for our categories retailers to integrate digital as part of the
and our customers as we shopper journey. This will mean partner-
collectively recover. It’s ing through various digital platforms to
important to make ‘tough enable a smoother shopper journey and
choices’ and ensure every reduce physical interaction where desired
dollar of brand investment or required in line with COVID safety
delivers a return for all measures.”
parties, with a clear focus As part of Beam Suntory’s “digital

The Virtual Summit of the Americas Issue April 2021 42