Diageo and DFASS enter strategic partnership

Nicole Mezzasalma

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The agreement aims to double sales of Diageo’s brands on board the airlines served by DFASS around the world

Liquor supplier Diageo and inflight concessionaire Duty Free Air & Ship Supply (DFASS) have formed a strategic partnership that aims to double sales of Diageo’s brands on board those airlines with inflight retail services operated by DFASS. The two companies said they will work together with DFASS's airline partners to "enhance the overall travel experience for passengers" by offering the opportunity to pre-order Diageo’s brands and through increased communication about the products before, during and after flights.

Other strategies to be implemented include offering inflight gwps, gaining access to first-class lounges to reach passengers that do not usually shop at the airport or on board and using Diageo’s domestic communication channels to reach passengers before and after their trips. DFASS operates inflight retail on board airlines around the world, including American Airlines, Continental Airlines, Air Canada, Gulf Air, Avianca, Air Jamaica and Tiger Airways.

DFASS CEO Benny Klepach said: “Diageo and DFASS have worked together for many years and, at a time when consumers are looking for consistency and value, we will be able to work closely with Diageo’s brands to offer a premium drink experience. A partnership with Diageo—combining our strength in international inflight [retail] with its unrivalled collection of brands and coverage through duty-free and domestic channels—means we will be able to offer consumers and shoppers consistency of message and experience.”

Diageo Global Travel and Middle East managing director Phil Humphreys added: “DFASS’s global inflight strength, together with Diageo’s unparalleled collection of premium liquor brands makes for a compelling proposition. Both businesses enjoy the benefits of scale and reach. When you add Diageo’s ability to reach shoppers and consumers across the traditional boundary between the domestic and travel-retail channels it brings a whole new level of opportunity…This partnership is great for Diageo and DFASS, but will also bring great benefits to airlines and travellers."