Record tourist arrivals in Europe - 747m in 2024 - are boosting sales of regional spiritsIn-airport tastings and shop-in-shops aim to target demand for ‘memorable experiences’Consumers are trading up for premium expressions with strong heritage storiesThere is a focus on travel retail exclusives and educational activations in areas of slower growthThe consumer appetite for authentic gifts and souvenirs is giving regional spirits a new lease of life in global travel retail as international visitors flock to Europe.Record tourist arrivals in Europe recently are boosting the sales of regi
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