A conversation with Rufus Parkinson: A look back at William Grant & Sons’ 2025 journey

Fresh off the heels of a successful year, Rufus Parkinson, Managing Director for Global Travel Retail at William Grant & Sons, recently spoke with Global Travel Retail Magazine about the company’s 2025 activations. The Glenfiddich-Aston Martin Formula 1 Team collaboration acted as a high-impact activation platform that introduced the brand to new consumers and expanded its presence across major airports, supported by broader retail theater throughout the year.

Full speed ahead

For Parkinson, the Glenfiddich-Aston Martin Formula 1 Team partnership – announced at the end of 2024 and rolled out in 2025 – marked a strategic move to reach a wider and more diverse audience. “Formula 1 is a very broad audience, with fans split roughly 50/50 by gender,” he said, adding that he sees the sport as a way to engage across demographics. “There’s an opportunity to bring new consumers into the category. We want to grow the pie as we do this, and then bring new recruitment into Glenfiddich.”

The campaign spanned 18 airports including Dubai, Doha, Amsterdam, Delhi, Incheon, London, Frankfurt, New York and Los Angeles. Installations featured photo zones, digital backdrops, personalized gifting, and displays for rare Glenfiddich expressions, including the 1959, which represents the pinnacle of Glenfiddich craftsmanship. The exclusive outpost in Singapore Changi Airport showcased a full-scale Aston Martin Formula 1 Team replica car positioned alongside a tasting bar and a gifting station for the Limited-Edition Glenfiddich 19-Year-Old, released in collaboration with the Aston Martin Formula 1 Team.

Beyond the track

While the Aston Martin Formula 1 Team partnership generated the most attention, it forms only one part of William Grant & Sons’ broader retail strategy. “We are fitting innovation against different shopping motivations,” Parkinson said. “People do not want to be shopping for the same things that they can get in their local shops when they are at home.”

He said travel retail now requires more engagement than in previous years. “It is no longer just about price savings in the channel,” he said. “It is also about engaging with consumers.” The company relies on brand ambassadors, product advocacy and storytelling to drive that engagement.

For example, WG&S recently expanded its shop-in-shop formats across nine major airports. These spaces bring together short-form education, digital screens and sampling. “What can I tell you in 20 seconds that will make you interested and probably buy this – and be able to repeat that story?” Parkinson said.

He also explained that exclusive formats and seasonal packs address core shopper missions. “Are they looking for a gift? Are they looking for something new and different that they can’t find in the domestic market?” he asked. In markets with strong gift-giving traditions such as Asia-Pacific and India, personalization and gifting prove particularly effective.

Digital engagement also accelerated in multiple markets this year. “We have far more digital elements at the retail point of sale,” Parkinson said. WG&S deployed lift-and-learn displays, 3D bottle renderings, dynamic video and pre-trip messaging. In China, livestream commerce allowed viewers to watch demonstrations live, order in real time and pick up at the airport upon arrival.

Category momentum

Parkinson said the travel retail momentum remained strong, with single malts continuing to anchor the category. “It’s our bread and butter,” he said.

The Middle East and India continue to offer strong growth potential. Glenfiddich remains a leading single malt in both regions, and Monkey Shoulder is attracting younger adult consumers and those trading up from blended malts. Parkinson added that Africa remains early-stage but shows promise.

Innovation continues to be strong across the portfolio, including brands such as Hendrick’s with Sunspell and the multi-awarded Whimsical Watering Can, which combine playful design with standout, attention-grabbing marketing. In recent months, the Hendrick’s Whimsical Watering Can was recognized by several global travel retail and packaging experts, winning accolades at the Frontier Awards, the UK Packaging Awards and the London Packaging Innovation Awards.

Global stage

Parkinson, who lived in China, Hong Kong, Taiwan and Singapore for two decades and speaks fluent Chinese, stepped into his current role in 2023. “It’s a very exciting place to be,” he said. The global nature of the business and the complexities that come with it shape how he views the next stage of the category. He expects stronger digital execution, cultural partnerships and premium exclusives to guide WG&S’ direction in travel retail heading into 2026.