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How aged spirits are faring in global travel retail in 2025 – Category Intel

Richard Woodard
Last updated: 09/09/2025 at 5:44 PM
By Richard Woodard
1 September 2025
10 Min Read

‘While scotch and cognac have traditionally dominated the brown spirits landscape in GTR, we’re now seeing a clear shift.”


Bruichladdich display in global travel retail outlet
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From whiskies of all origins to cognacs, rums and tequilas, premium brown spirits remain a vital - and increasingly diverse - driver of sales in the key global travel retail channel.Whiskey/whisky, cognac and brandy, as well as aged rum and tequila, have long been the mainstay of spirits trading in global travel retail. But, where scotch and cognac once dominated, other categories are now making inroads as consumers increasingly demand more choice - and the regions driving channel growth are evolving too.“Brown spirits have always been the bedrock of the spirits industry, and with so much he

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Richard Woodard
ByRichard Woodard
Former newspaper journalist Richard Woodard has been writing about the global wine and spirits industry for 25+ years, and is a regular contributor to a number of magazines and websites.
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