“Focused and creative approach”: WEPURPLE on unlocking sales in the alcohol category

WEPURPLE – the leading integrated marketing and design agency in travel retail – believes that a focused and creative approach to wine and spirits sampling could unlock US$180 million in additional annual sales for the alcohol category in global travel retail.

At a time when the sector has been grappling with sluggish conversion and persistent economic headwinds, the findings spotlight a powerful growth lever that many brands overlook or have failed to master.

As part of its “WEPURPLE the World” mission, the team from WEPURPLE will be hosting complimentary 10-minute Liquid to Lips (L2L) Masterclasses throughout the TFWA World Exhibition & Conference – demonstrating to brands, retailers, and visitors how to turn instore tasting opportunities into powerful points of engagement and recruitment that drive measurable commercial impact.

The WEPURPLE L2L Masterclass illustrates the huge opportunity for sampling in Global Travel Retail with an experience designed for today’s fast-moving world. Led by Caroline Colin, WEPURPLE Creative Director, the sessions give participants a powerful snapshot of the latest drinks, culture, and lifestyle trends shaping the modern traveler and best-practice in sampling rituals.

Participants select a key insight to explore in depth – culminating in a tailored sampling experience that brings the trend to life in unexpected and memorable ways. Sharp, interactive, and tailored for GTR, the WEPURPLE L2L Masterclass is the essential first step to making sampling a high-impact driver of shopper engagement.

“At a time when every sale in Global Travel Retail matters, our research shows that traveler sampling in the airport can no longer be an afterthought,” Colin said. “With the right creative approach, a tasting moment can become a powerful trigger for conversion, unlocking immediate sales and long-term brand love. Through our Liquid to Lips (L2L) Masterclasses, we’re giving the industry the tools to transform sampling into a creative and commercial growth platform.”

WEPURPLE estimates that always-on sampling in wine and spirits sampling could generate an extra US$180 million in GTR sales annually:

• According to Grand View Horizon, the wine and spirits market in Global Travel Retail was worth an estimated US$10 billion in 2024.

• According to m1nd-set, 13% of international PAX visit Spirits Duty Free, of which 53% of the visitors purchase a Spirits product. Therefore, 6.89% of international PAX make a Spirits purchase.

• If the Spirits sector increased visitor conversion by 1 percentage point to 54%, through sampling, 7.02% of international PAX would make a Spirits purchase – an increase of 1.88%.

• An increase of 1.88% on the annual wine and spirits market in GTR (US$10 billion) would equate to around US$180 million in extra sales.