Sign In
  • News
    • Beer
    • Spirits
    • Wine
    • Environmental, Social & Governance
    • Financial Results
    • Marketing
    • Mergers & Acquisitions
    • New Product Development
    • From the Industry
  • Intel
    • Comment
    • Interview
    • Category Intel
    • Consumer Intel
    • Market Intel
  • Awards
    • Global Drinks Awards
    • New Product Awards
    • ESG Awards
  • Magazine
  • Newsletter
  • Subscribe
  • Contact
  • News
    • Beer
    • Spirits
    • Wine
    • Environmental, Social & Governance
    • Financial Results
    • Marketing
    • Mergers & Acquisitions
    • New Product Development
    • From the Industry
  • Intel
    • Comment
    • Interview
    • Category Intel
    • Consumer Intel
    • Market Intel
  • Awards
    • Global Drinks Awards
    • New Product Awards
    • ESG Awards
  • Magazine
  • Newsletter
  • Subscribe
  • Contact
Search
OKI Banner - https://www.oki.com/uk/printing/label-printer/?utm_source=OKI+Web+Chat&utm_medium=Bing&utm_campaign=Global+Drinks+Awards&utm_content=ACTFUND-1070&activity_code=ACTFUND-1070


How premium’s higher end is leading unaged spirits in global travel retail – Category Intel

Eloise Feilden
Last updated: 24/09/2026 at 1:42 PM
By Eloise Feilden
24 September 2026
13 Min Read

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’.


Don Julio branded pop-up in global travel retail during the FIFA World Cup 2026

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’.

SHARE
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

This article is available to Global Drinks Intel members only.


Click below for details on how to join the Global Drinks Intel community.


Subscribe for UNLIMITED Access


Already a member?


Log in here to read the article in full.


If you work for any of the following corporate subscribers to Global Drinks Intel,

head here to activate your access.


  • AB InBev
  • Bacardi
  • Campari Group
  • Diageo
  • Moët Hennessy
  • Pernod Ricard
  • Proximo Spirits
  • Suntory Global Spirits
  • William Grant & Sons

Eloise Feilden
ByEloise Feilden
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.
Previous Article Vineyards in Marlborough, New Zealand Volume rise outpaces value – again – for New Zealand wine in year to June – data
Next Article ThaiBev logo ThaiBev shakes up structure and senior pack
MPU for Global Drinks Intel ESG Awards - https://gdiesgawards.com/categories/

The Newsletter

Sign up to receive our newsletter email

  • The very latest news from across the world's beverage alcohol industry
  • Cutting-edge intel from our in-depth category & market analyses, backed by benchmark industry data
  • The best insight on your competitors from our interviews with the industry’s leaders

This field is for validation purposes and should be left unchanged.

Follow on Social

Linkedin Twitter
OKI Short Tower - https://www.oki.com/uk/printing/label-printer/?utm_source=OKI+Web+Chat&utm_medium=Bing&utm_campaign=Global+Drinks+Awards&utm_content=ACTFUND-1070&activity_code=ACTFUND-1070
Banner for Mont Blanc Vodka - https://www.montblanc-vodka.com/intro/

You Might Also Like

Wild Turkey pop-up at Sydney Airport

Campari Group targets Australia’s global travel retail channel for Wild Turkey push

24 September 2026
ThaiBev logo

ThaiBev shakes up structure and senior pack

24 September 2026
Activation for Chivas Regal at Mumbai airport

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

24 September 2026
Glenmorangie 50 Years Old bottle and pack

This week’s new spirits launches – 21-25 September 2026

24 September 2026
Linkedin Instagram

What next?

  • Sign up to our FREE newsletter
  • Subscribe
  • My Account
  • Sign up to our FREE newsletter
  • Subscribe
  • My Account

About

  • Contact
  • Privacy Policy
  • Cookie Policy
  • Terms & Conditions
  • Contact
  • Privacy Policy
  • Cookie Policy
  • Terms & Conditions

Copyright © 2026 Global Drinks Intelligence Limited. All Rights Reserved

Built and Managed by Kukoo Creative