Making spirits a destination in global travel

26 Feb 2026 Innovation Our Brands Culture

We’re redefining what spirits shopping looks like in Travel Retail, creating experiences, partnerships and products that go beyond what consumers expect.

In 2025, 2.3 billion people passed through an airport and 28% of alcohol duty-free shoppers were looking for exclusive or unique products¹. In Travel Retail, we’re using innovation, partnerships and experiences to meet and exceed those expectation, bringing our brands to life in airports, cruises and airlines around the world.

Why exclusivity matters in travel retail

When people shop in duty-free, they want something they can't get at home. Products that feel exclusive, memorable or connected to local heritage are what drive purchase decisions.

We're responding to this by creating Travel Retail exclusives that give consumers access to bespoke, limited-edition products, such as a Baileys festive bottle design only available over the holiday season in Dublin Airport duty-free and a Johnnie Walker Black 1 of 1 design using AI, exclusive to Dubai Duty Free. These are the kinds of products that make spirits shopping feel special.

Exclusive experiences matter too. Our recent Johnnie Walker Vault pop-up in Changi Airport gave travellers passing through Singapore a chance to immerse themselves in the world of luxury Scotch.

The Johnnie Walker Vault at Changi Airport, Singapore

How we're reimagining gifting in Travel Retail

Gifting is a major reason someone buys something in travel retail. Nearly a third of passengers say it's a key motivation for purchase², whether they're buying for someone else or treating themselves.

We're partnering with duty-free retailers to offer gifting options that go beyond the bottle. By combining innovation with digital technology, we're creating personalised, premium moments for travellers.

That might look like bottles inspired by Indian festivals, complete with engravings and serve suggestions. Or a Johnnie Walker Black Label bottle with a unique AI-generated design. These are examples of how technology is opening up exciting new possibilities for gifting in Travel Retail.

Creating spaces that inspire exploration

Eye-catching displays, immersive storytelling and memorable experiences at the point of entry can capture the attention of travellers and turn a quick browse into a genuine moment of discovery.

We're building spaces designed to deepen the connection between consumers and our brands. Sometimes that's through technology, like our 'What's your whisky' and 'What's your cocktail' tools, which offer bespoke sampling recommendations in a duty-free setting. Other times, it's about creating a full sensory journey.

Our Johnnie Walker Black Ruby pop-up at Paris Charles de Gaulle Airport is a standout example. Building on the success of the recent Johnnie Walker Black Ruby launch across Travel Retail, the experience uses a luxurious, immersive setting to capture the imagination of shoppers and bring the brand to life.

WHAT'S YOUR WHISKY WHAT'S YOUR COCKTAIL