Craft spirits
Experiential engagement lies at the heart of Duty Free Global’s strategy
Duty Free Global (DFG) continues to capitalise on the rising global appetite for craft spirits, leveraging authenticity and local connection. Chief Operating Officer Nathalie Roelands views these elements as central to growth in the channel.
:She says, “Travellers are seeking unique stories and provenance, which craft spirits deliver exceptionally well. Limited editions, region-specific expressions and exclusives tailored to travel retail can drive both curiosity and purchase.”
Within the DFG portfolio, brands such as Mermaid Gin with its sustainability credentials, and heritage-led expressions such as Bladnoch scotch and Fercullen Irish whiskey are resonating strongly with this trend.
Roelands explains how educating consumers is key to DFG’s strategy: “By using digital tools such as QR codes linking to immersive brand content, or short videos highlighting the craft process, we can engage travellers quickly in the retail environment.
“Interactive tastings, when possible, and staff training also make a big difference – informed ambassadors can tell the brand story in a way that resonates with travellers.” Gunpowder Gin activations, for instance, have successfully showcased local botanicals and distillation methods to spark consumer interest.
“Travellers increasingly view purchases as an opportunity to trade up” – Duty Free Global Chief Operating Officer Nathalie Roelands
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Crafted for travellers
Roelands adds: “We’ve also seen a noticeable shift towards premium and super-premium spirits, as travellers increasingly view purchases as an opportunity to trade up. This trend reinforces the importance of emphasising quality, craftsmanship and exclusivity in our portfolio.” Brands such as Cincoro Tequila and DIAN Champagne exemplify this trend, highlighting artisanal credentials, heritage and limited-edition offerings.
DFG is advancing innovation within its portfolio. The Sazerac range, including Buffalo Trace and 1792 Bourbon, remains a cornerstone with limited-edition single barrels and small-batch releases enhancing exclusivity. Fireball is expanding in small formats (50ml and 200ml), appealing to impulse buyers and enabling activations such as ‘Buy 5, Pay 4’.
“And importantly, we’re very excited about BuzzBallz,” says Roelands. “It’s a disruptive, ready-to-drink innovation that brings fun, convenience and strong shelf presence to the category. Its colourful packaging, portability and bold flavour range is particularly suited to travel retail, appealing to younger consumers and impulse shoppers looking for something different.”
Alongside spirits, DFG is exploring opportunities in premium and fortified wines. Albert Bichot’s Burgundy portfolio delivers heritage-driven, terroir-led expressions, while AdVini’s Rhône and Bordeaux wines broaden regional diversity. Taylor’s Port City Edition, a collectible fortified wine, connects travellers to destination-specific experiences while reinforcing craftsmanship credentials.
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The Moodie Davitt eZine
Issue 346 | 17 September 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please email kristyn@moodiedavittreport.com