This article has been available to Global Drinks Intel subscribers since May. For details on how to join them, please click here.
In recent years, we’ve witnessed a plethora of celebrity-endorsed or -created beverage alcohol brands in almost every wine and spirits category. There are so many that even an app, GrapeStars, has been developed to help consumers identify all the celebrity brands on the market.
Consumers like to drink what celebrities are drinking, perhaps to feel closer to them or to be seen by others drinking the celebrity’s brand. People have a big influence on the brands we decide to purchase and drink and for most of us, this goes much wider and deeper than celebrities. It’s worth considering, then, the power of people in global travel retail and the impact they can have on influencing alcohol purchase decisions.
Brand ambassadors in GTR outlets
The first place to start, and arguably the most important people influence, is at the point of purchase with brand ambassadors, promoters and store staff. Sometimes, shoppers need to be given confidence and information in order to purchase a brand, especially if buying one they don’t know or they’re trading up to a higher-value product.
Knowledgeable people working in the wine and spirits section of a travel retail store can have a huge impact on shoppers’ decision-making. I stress the word ‘knowledgeable’ since shoppers need to have confidence the person they’re talking to knows what they’re talking about. Wine and spirits brand owners, therefore, need to invest in training all people that work in GTR outlets, not only on their brands, but on the category as a whole.
Bar staff in airports, on cruise ships and ferries
In domestic markets, it’s well understood that bartenders have a big influence on helping consumers experience new brands and drinks; people in GTR can play the same role.
There are also travel retail environments where bartenders play an important role. This could be in an airport lounge or bar, on a ferry or on a cruise ship. On cruise ships, for example, the influence a bartender can have in creating awareness for a brand, and the experience a consumer has with it, can be huge. This could be introducing them to a cocktail containing a new brand to them, which becomes part of their vacation experience, and then results in a purchase from the on-board shop.
Drinks writers in print & online
What people read online or in printed publications influences their purchase decisions, especially if a recommendation comes from a respected writer. Many travel publications inspire people to make their travel plans; editorial features or recommendations in these can help to raise awareness for brands. Although not so available in printed format post-Covid-19, airline magazines are also a good medium for brands to consider to influence shoppers in the travel retail environment, whether in airport stores or on board the plane itself.
I would also add awards to this since they’re often awarded by media publications, both consumer and trade. They can play a large part in influencing what someone purchases in a store and, therefore, should be highlighted where relevant: on the bottle or pack, on the store display or by the store staff. From my own experience, if I see a gold or silver medal on a bottle, I’m more likely to buy it.
Distillers and winemakers
The people who make the brands can also have a powerful influence over purchase decisions.
Consumers and shoppers like to hear about the people behind the brands they buy and their stories, values and how they make the products. Some master distillers and winemakers have become celebrities in their own right and their signatures on bottles can make them highly collectible. Brand owners lucky enough to have master distillers or winemakers with these credentials should consider how to harness their power in the media as well as at other consumer touchpoints. For example, a master distiller could make a special appearance in a GTR outlet during a promotion period to sign bottles, or they could run a tasting session on a cruise ship.
Friends and family
Friends and family also have a big influence on what consumers purchase in GTR. One of the big influences is a request to buy a specific item; this could be driven by lower pricing for a bottle of spirits than in the recipient’s home market, or the wish to have a travel retail-exclusive or special-edition bottle.
Other consumers
Simply seeing what other people are purchasing in a store also plays its part. If a lot of consumers are looking at the Irish whiskey fixture, for example, and buying a certain brand, this could influence others to purchase Irish whiskey rather than Scotch.
This herd behaviour particularly takes place when people are travelling in groups. The role people have in influencing shoppers in GTR to buy wine and spirits brands manifests itself in a number of ways. It goes much wider and deeper than the celebrity-endorsed bottle, with many people-related opportunities to be considered.
People power is a strong influence in GTR. If harnessed and used effectively, this could be a major factor in the future growth of brand owners and operators alike.
This article has been available to Global Drinks Intel subscribers since May. For details on how to join them, please click here.
