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Is the global travel retail channel missing the mark on whisky/whiskey’s potential in Europe? – Market Intel

Garry Stasiulevicuis
Last updated: 04/12/2024 at 2:49 PM
By Garry Stasiulevicuis
4 December 2024
6 Min Read

Whisky/whiskey remains one of the standout spirits categories in Europe’s global travel retail channel, but are operators doing enough to expand the category and engage the emerging Gen Z demographic?


A glass of whisky/whiskey over ice
Credit: Timothy James/Unsplash
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The current landscapeGlobal travel retail across Europe reveals significant variation in whisky/whiskey’s category share. Overall, the spirit accounts for 35% on average of the space given to beverage alcohol in European travel retail, but some operators are clearly outpacing the rest.Avolta Europe, which operates in major UK airports including Heathrow and Gatwick, excels with an average 38.4%, reaching an impressive 61% share of alcohol space at Heathrow T4Heinemann Europe achieves an average 30.4% share, with particularly strong performances at FRA T1 (38.8%) and FRA T2 (41.1%)Lagardère

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Garry Stasiulevicuis
ByGarry Stasiulevicuis
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Garry Stasiulevicuis is MD of ShelfTrak, an AI-powered business that transforms data into actionable insights by analysing store-level execution across the leading 50 airports and 70-plus stores. For more details, visit www.shelftrak.com
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