Diageo and Abu Dhabi Airport Company join forces

Liquor supplier Diageo has teamed up with Abu Dhabi Airport Company (ADAC) to help double the size of the travel-retail liquor category. Diageo managing director global travel & Middle East Phil Humphries and Abu Dhabi Airport Company (ADAC) vice-president non-aeronautical revenues Dan Cappell announced their joint co-operation at the recent Middle East Duty Free Association conference in Dubai.

With the new Formula One season just over four months away,  Humphries is keen to run similar airport promotions to the ones last season which formed part of the company’s centenary celebrations for its best selling Scotch whisky brand Johnnie Walker Black label and were designed to draw in Formula One fans and attract customers to the category.

Humphries, who is also looking to run further on-concourse promotions such as the one at Abu Dhabi International airport last month which coincided with the inaugural Abu Dhabi  Formula One Grand Prix, said: "For us 2009 was just a taster. Next year is going to be even bigger. I am  actively seeking new partners to work with and as we forge these partnerships I promise to bring a portfolio of leading brands including travel retail exclusives; sustained innovation in products and packaging aimed specifically at travel-retail; exceptional promotions backed with an intent and investment to create the biggest activations we have ever seen; fresh relationship marketing with consumers including pre-departure communication;  and bigger and better plans that are centred on driving the category and not just the Diageo portfolio.”

ADAC’s Cappell, believes the industry must improve its understanding of consumers if the Diageo vision is to become a reality. He added: “The Diageo vision to double the category can and should apply to the whole industry. But our understanding of customers is light years away from the knowledge and understanding the same brands have within their domestic market businesses. Technology will tell Diageo how many bottles of Black Label, for example, are sold at a particular domestic market location in any given hour while retailers can assess the returns per linear metre by store on a daily basis.

“Key brand managers also share offices with their customers,” he continued, “which enables them to work closely and develop an understanding of the customer and the business. These are just a few of the differences between how domestic and travel-retail businesses focus on and understand the consumer, formulate the strategy required to maximise the business for all parties and differentiate the offer for the consumer.”