In recent years, discussions around the performance of aged spirits in global travel retail have to a great extent revolved around two p-words: premiumisation and pandemic. The former has been the long-term priority of most brand owners, but has come under pressure as a result of macroeconomic challenges and declining footfall.As for the latter, might it finally be time to change the subject?“It's hard to keep referring to the pandemic,” says Diageo Global Travel's marketing & innovation director, Sarah Shimmons. “The whole industry is in a different or more evolved mindset, and th
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