The spirits category works to keep up with the diverse returning traveler
In March, Rémy Cointreau introduced its global travel retail exclusive single malt, Bruichladdich Organic Barley 16 Aged Years, at Singapore Changi Airport in partnership with Lotte Duty Free
When it comes to the biggest factor shaping the spirits category in Asia travel retail in 2025, it is agreed the returning traveler tops the list. Overall traveler figures in Asia Pacific exceeded 2019 levels last year (source: ACI) and this is expected to continue. However, it is shared knowledge that the preferences and priorities of these returning travelers have changed and brands must learn to adapt to succeed.
“The speed and scale of Chinese outbound travel recovery will remain pivotal across all premium spirits categories in 2025. Encouragingly, the Lunar New Year period saw a strong resurgence in Chinese travel, aided by visa policy changes that have eased movement across Southeast Asia – Singapore being a prime beneficiary,” says Alice Hoffman, Marketing Director Global Travel Retail at Rémy Cointreau. “This rebound is fuelling a positive trajectory for luxury spirits demand in key travel retail hubs.”
According to Hoffman, the leading consumer-driven trends of premiumization, exclusivity and craftsmanship show no signs of slowing down. “Affluent travelers continue to seek high-quality, limited edition products, often tied to unique provenance and storytelling. This is reinforced by the rise of experiential retail, where consumers expect immersive, educational and engaging brand interactions before purchase,” she explains.
Rémy Cointreau has a series of high-profile promotions planned for 2025, each tailored to showcase its premium portfolio and create memorable brand experiences for passengers. The company debuted its new global travel retail exclusive single malt, Bruichladdich Organic Barley 16 Aged Years, in March at Singapore Changi Airport in partnership with Lotte Duty Free. Rolling out now across key hubs in Asia Pacific, the introduction saw the support of a “Not Your Classic” activation at Changi which featured a Bruichladdich Tasting Bar pop-up, a life-size sheep model, experiential merchandising displays and an interactive jumping game.
Featuring an aroma discovery experience, Campari Group Global Travel Retail’s hero animation for the release of The Glen Grant Exploration No.1 is taking place at Hong Kong International Airport from April to June
Campari Group Global Travel Retail is supporting the launch with its largest omnichannel marketing strategy to date. Marketing & CCM Director Biancamaria Sansone says, “The Glen Grant Exploration No.1 will seamlessly engage travelers through bespoke flavor discovery experiences, engaging tastings and digital partnerships”
Changing market dynamics
Describing the returning traveler as also more diverse, Biancamaria Sansone, Marketing & CCM Director at Campari Group Global Travel Retail, notes the company is witnessing strong growth in female and younger travelers exploring the category, particularly whisky, premium ready-to-drinks and agave-based spirits. The group is also seeing a robust premiumization trend among Indian travelers in Asia.
“The diversity of the returning traveler in Asia brings new dynamics to the market. Looking at outbound travel, the recovery of Chinese travelers is continuing, and we are seeing a surge in Indian travelers, due to the country’s rapidly growing middle class. Travel hotspots in Asia include Japan and Southeast Asia, as travelers seek to connect with different cultures and experiences,” shares Sansone.
While Chinese travelers are spending more mindfully than before COVID-19, Sansone says, they are developing a taste for premium imported spirits, cocktails and more diverse flavors.
“We connect with diverse travelers by tailoring our offerings across the region. Our current focus is on the launch of The Glen Grant Exploration No.1 – the first in a collection of limited release single malt Scotch whiskies,” comments Sansone. “This unveiling marks our first avant-première launch in global travel retail, a reflection of the growing importance of the channel to Campari Group.”
The Glen Grant Exploration No.1 is available at 37 premium Asia Pacific airport touchpoints across eight key countries. The collection celebrates James ‘The Major’ Grant’s worldly quests to uncover flavors through experimentation with diverse cask finishes. Sansone adds, “We are supporting the launch with our largest omnichannel marketing strategy to date. The Glen Grant Exploration No.1 will seamlessly engage travelers through bespoke flavor discovery experiences, engaging tastings and digital partnerships.”
Taking place from April to June, Campari Group Global Travel Retail’s hero animation at Hong Kong International Airport centers on an aroma discovery experience. The activation in Hong Kong will be complemented by a dynamic KOL (key opinion leader) press trip in the city and in Singapore, a planned strategic partnership with ride-hailing company, Grab, to engage travelers on their way to the airport.
Proximo Spirits recently launched its Bushmills World Wood Series of malt whiskies in global travel retail in India. To build its presence in this rapidly growing market, the company worked with airport retail partners in Hyderabad, Delhi and Mumbai on the release
Nationality-driven preferences and emerging segments
When it comes to emerging trends across the category, gifting and sharing remain key for both the whisky and cognac segments across nationalities and demographics. Campari Group Global Travel Retail sees strong traction when it curates bespoke offerings in this space. “This includes festive releases at Chinese New Year, dialling up exclusivity through limited editions and travel exclusives and offering personalization services,” says Sansone.
As shared by Hoffman, in cognac, nationality-driven preferences remain a key consideration. Rémy Cointreau’s Lunar New Year and limited edition coffrets have been “exceptionally well” received this year, reinforcing the importance of regionally relevant exclusives. Looking ahead, it will continue to expand its sense of place strategy, offering location-inspired releases in line with different brands from its portfolio to strengthen the emotional connection between the product and the consumer.
The continued growth and exploration of emerging segments like premium tequila give Asia travelers the opportunity to discover new premium brands. Proximo Spirits has expanded its 1800 tequila range across Asia travel retail, giving passengers the opportunity to try the world’s most awarded tequila. “Singapore and Indonesia are among the first regional markets to see 1800 GuachiMonton, our luxury añejo tequila aged in American and French oak barrels and finished in orange tequila liqueur casks; this launch points to the region’s appetite for luxury tequila products,” says Roy Summers, Head of Global Travel Retail at Proximo Spirits.
Proximo Spirits recently launched its Bushmills World Wood Series of malt whiskies in global travel retail in India. The channel exclusive series encourages passengers to explore whiskeys that offer “unparalleled depth, unique flavors and a refined craftsmanship that embodies the heritage of Bushmills.” According to Summers, the range has been specially designed with the travel retail shopper in mind, offering something for both whisky explorers and enthusiasts, and perfect for gifting. To build its presence in this rapidly growing market, the company worked with airport retail partners in Hyderabad, Delhi and Mumbai on the release.
Yoshino Spirits on the state of Japanese whisky in Asia travel retail
Yoshino Spirits is strengthening the presence of Kamiki and its other Japanese whisky brands via in-store activations, tasting events and educational sessions that feature its production techniques, specifically Cedar and Sakura cask finishing
According to Serdal Ersoy, Sales Director, Asia Pacific, Middle East & Global Travel Retail at Yoshino Spirits, Japanese whisky continues to attract strong consumer interest for both personal consumption and gifting, driving steady growth in Asia’s travel retail sector. Ersoy shares several key factors that will shape the category in 2025:
1. Demand for exclusivity, craftsmanship and innovation
- Collectors and enthusiasts actively seek limited editions and travel exclusives, while adventurous consumers are eager to explore new flavors and aromas
- Japanese whisky is renowned for its unique aging techniques, with brands continuously innovating through different types of wood cask maturation
- South Korean buyers are drawn to well-branded Japanese whisky with unique finishes, particularly those with a story rooted in craftsmanship
- Southeast Asian travelers are increasingly interested in Japanese whisky as a status symbol, opting for exclusives they can showcase socially
2. Supply constraints and interest in discovery
- The global demand for Japanese whisky has led to supply constraints, making aged expressions increasingly scarce and expensive
- Although previously authenticity concerns led many consumers to prefer well-established brands, thanks to evolving regulations and increased transparency, consumers are now open to discovering new brands, particularly those that offer innovative cask finishes and unique flavor profiles
3. Gifting appeal
- The Asian market places significant value on whisky as a prestigious gift. Limited edition releases, elegant packaging and personalized offerings enhance Japanese whisky’s appeal as a high-end gifting choice
- Festive occasions like Lunar New Year, Golden Week and Mid-Autumn Festival significantly drive sales
Discussing how Yoshino Spirits is activating Japanese whisky through bespoke displays and promotions in Asia, Ersoy notes the company is strengthening the presence of Kamiki and its other Japanese whisky brands via in-store activations, tasting events and educational sessions that feature its production techniques, specifically Cedar and Sakura cask finishing. “Recognizing the growing importance of digitalization, especially among younger generations, we incorporate digital storytelling elements such as QR codes linking to behind-the-scenes video content about Kamiki’s unique aging process, as well as digital screens in-store,” he explains. To further drive sales in the channel, Yoshino Spirits provides limited-time price-off promotions tied to major Asian travel periods.
“Japanese whisky continues to be one of the most vibrant and highly sought-after categories in Asia travel retail,” Ersoy affirms. “As consumer preferences evolve, maintaining authenticity, embracing innovation and reinforcing premium positioning will be key to sustained success. At Yoshino Spirits, we remain dedicated to offering exceptional Japanese whisky experiences through craftsmanship, innovative products and retail activations.”
