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Travellers sharpen focus but premium aged spirits hold firm in global travel retail – Category Intel

Richard Woodard
Last updated: 21/09/2026 at 5:48 PM
By Richard Woodard
21 September 2026
10 Min Read

While short-term challenges have impacted aged spirits in global travel retail, the channel remains a formidable growth driver for an expanding range of brands and categories.


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Conflict in the Middle East is having a negative impact on aged spirits sales in global travel retail, although growth in other regions is helping to partially offset the lossesIndia is a key battleground in GTR, thanks to increased travel by well-heeled Indian consumers, alongside advances in airport infrastructure and retailKey trends for aged spirits in the channel include premiumisation, but also localisation - the appetite for home-grown products - which extends beyond India to the likes of China and ThailandRival categories are challenging the traditional dominance of scotch and cognac:

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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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