In the dynamic world of travel retail, a compelling shift is underway. Travellers are increasingly seeking mid-range alcohol spirits and beverages that artfully balance robust flavour with moderate alcohol content. This trend is reshaping offerings across airlines, cruise lines and duty-free shops, presenting a unique opportunity for industry stakeholders to cater to evolving consumer preferences.
The rise of mid-range spirits
Traditionally, the spirits market was dominated by high-proof beverages. However, recent years have witnessed a growing demand for products that offer the complexity and mouthfeel of full-strength spirits but with lower alcohol by volume (ABV). This shift is driven by health-conscious consumers and those seeking a more moderated drinking experience without compromising on taste. Additionally, it opens the market to individuals who were traditionally put off by the strength of full-proof spirits, inviting a broader audience into the category. Session Spirit, a pioneer in this category, has introduced a London Dry-style gin bottled at 25% ABV. Founder Brad Crompton emphasised the meticulous crafting process: "We worked with our distillery to determine how low we could go before losing the natural mouthfeel, bite and tenacity of the alcohol. They said 25%."
Market implications for Travel Retail
The global travel retail market is poised
for significant growth, with projections estimating it will reach USD 150 billion by 2035, growing at a CAGR of 4.01% from 2025 to 2035. This expansion is fuelled
by increasing international travel and a burgeoning middle class with disposable income. Within this landscape, the demand for diverse and innovative products, including mid-range spirits,
is on the rise.
Airports, cruise ships and border shops are uniquely positioned to capitalise on this trend.
By incorporating mid-range spirits into their offerings, they can appeal to a broader spectrum of consumers, those looking to enjoy premium beverages with a lighter alcohol content. This approach not only enhances customer satisfaction but also encourages higher spending per passenger.
Maintaining quality and experience
A common concern with lower ABV spirits is the potential compromise in taste and experience. However, advancements in distillation techniques have enabled producers
to craft mid-range spirits that retain the depth and complexity of their full-strength counterparts. Session Spirit's London Dry-style gin, for instance, maintains the signature characteristics of traditional gin despite its 25% ABV. For travel retailers, this means they
can offer products that meet the demand for lower alcohol options without sacrificing quality. Educating consumers through tastings and informative displays can further
enhance acceptance and enthusiasm for these products.
Strategic integration into Travel Retail
To effectively incorporate mid-range spirits into their portfolios, travel retailers should consider the following strategies:
Curated selections: offer a diverse range of mid-range spirits, including gins, vodkas
and liqueurs, to cater to varied consumer tastes.
Exclusive offerings: develop travel-exclusive mid-range spirit products or limited
editions to entice travellers seeking unique purchases.
Collaborative promotions: partner with brands like Session Spirits for co-branded promotions, providing travellers with special deals and exclusive experiences.
Staff training: equip sales staff with in-depth knowledge about mid-range spirits to effectively communicate their benefits and nuances to customers.
Engaging displays: utilise eye-catching displays and sampling stations to attract travellers' attention and encourage trial.
Expanding accessibility: ensure that mid-range spirits are positioned alongside full-strength offerings to highlight them as an alternative rather than a niche category.
CSS: your partner in mid-range spirits integration
We understand the evolving dynamics of the travel retail industry. Our expertise lies in seamlessly integrating innovative products like mid-range spirits into existing retail frameworks. We offer comprehensive solutions, from product sourcing and staff training
to marketing support and logistical coordination.
By leveraging our extensive supply base, CSS can help retailers meet demand for these offerings efficiently and at scale. Whether it's securing access to established mid-range brands or sourcing exclusive travel retail variants, we provide the flexibility and reliability needed to ensure consistent availability. By partnering with us, travel retailers can confidently navigate the mid-range spirits market, ensuring they meet consumer demand while enhancing their brand portfolio. Our collaborative approach ensures that your offerings remain contemporary, appealing, and profitable.
Embracing the future of Travel Retail
The shift towards mid-range spirits is more than a fleeting trend; it reflects a broader
change in consumer behaviour towards mindful consumption and quality experiences. Travel retailers, airlines and cruise lines that adapt to this change stand to gain a competitive edge in the market.
By thoughtfully incorporating mid-range spirits into their offerings, these entities can cater to a discerning clientele seeking balance in their beverage choices. With the support of experienced partners like CSS-Group, the journey towards embracing this exciting category becomes not only feasible but also highly rewarding.
In conclusion, the rise of mid-range spirits presents a significant opportunity for the travel retail industry. By understanding and responding to this trend, businesses can enhance customer satisfaction, drive sales, and position themselves at the forefront of an evolving market landscape. So, the question is: how will your business adapt to meet the needs of this growing consumer demand and ensure you stay ahead in the competitive world of travel retail?
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