Kyiv Duty Free reports record day

Gavin Lipsith

Print Article E-Mail Article E-Mail Author

The retailer has capitalised on an annual pilgrimage to the burial site of a famous rabbi to post a new daily sales record

Kiev Boryspil airport operator Kyiv Duty Free achieved record daily sales yesterday after thousands of Hasidic Jews took advantage of an annual pilgrimage to stock up on liquor and fragrances. Between 10,000-15,000 of members of the orthodox Jewish sect passed through the airport on the way to the burial site of a famous rabbi over the weekend, which marked the Jewish New Year.

Sales on Septewmber 19 were up 20% on the previous record, set in May, and retail operations manager Domnick O'Reilly told TRW that the company had planned for the traffic surge when preparing its promotional schedule for the liquor category. "Whiskies in particular sold well," he said, "and we planned several promotions, including twin-packs of Chivas and 4.5l bottles, which we knew from last year had boosted sales."

The pilgrims visit the grave of Rabbi Nachman, an eighteenth century rabbi who founded a division of the Hasidic sect, each year as a result of his dying promise to look over whoever makes the journey to his burial site, two hours' drive from Kiev.