For Rutland Square Spirits, the future of craft in travel retail lies at the intersection of premiumisation, provenance and discovery. Founder & CEO Nishant Sharma explains, “Travellers are looking for local stories, travel-exclusive editions and sustainable products that offer a true sense of discovery.”

The brand brings a cultural crossover to the channel, fusing Scotland and India through oolong white tea and chai spices. Sharma believes this east-meets-west identity resonates strongly with long-haul travellers, particularly in Asia Pacific where the appetite for premium craft spirits is accelerating.

He also emphasises the importance of turning travel retail into a “discovery zone” through education and engagement: “This means storytelling at the shelves through QR codes or augmented-reality-enabled labels that reveal the journey from Assam to Edinburgh, and highlight our unique botanical sourcing.

“Further initiatives include immersive tastings and mixology activations that showcase Rutland’s signature serves and create a sensory experience. Travel retail-exclusive editions and gifting packs also double as education and engagement tools. At the same time, retailer and bartender training modules ensure the brand’s narrative is consistently conveyed at the point of interaction.”