In the on- and off-premise, experience-led occasions drive consumer purchasing: The global travel retail channel is jumping on the trendGTR proves a bright spot for unaged spirits against a backdrop of declining global alcohol consumptionThe luxury end is leading growth for unaged tequila, vodka and gin in the channelUnaged rum was the only outlier, with the segment remaining almost entirely standard-priced in GTR; premium-and-above accounts for ‘well under 1% of sub-category value’ (IWSR)Asia Pacific, led by India, will lead unaged spirits' growth in GTR, with the Middle East a key region
How premium’s higher end is leading unaged spirits in global travel retail – Category Intel
Shopping trends in the global travel retail channel have shifted from transactional chore to experiential highlight, resulting in top-end unaged spirits brands prioritising the creation of ‘unique and immersive’ activations to ‘surprise and engage’.

Shopping trends in the global travel retail channel have shifted from transactional chore to experiential highlight, resulting in top-end unaged spirits brands prioritising the creation of ‘unique and immersive’ activations to ‘surprise and engage’.
Eloise is a freelance journalist and editor and has been reporting on the drinks industry since 2020. She spent five years at The Drinks Business, three of which as editor of The Drinks Business Asia. In 2023 she was named the Alan Lodge Young International Drinks Writer of the Year. As a freelance journalist she has written for Global Drinks Intel, Harpers Wine & Spirit, The Spirits Business, The Caterer, Financial Times, Daily Mail and TimeOut.



