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William Grant & Sons promotion sees 57% sales growth

Photo of williamgrant whiskyfest Sept2011A promotion staged by liquor supplier William Grant & Sons at Tenerife and Milan Malpensa airports in partnership with Dufry Group has resulted in a 57% increase in malt whisky sales during the first week for the company’s brands.

The whisky festival promotion is running in both airports to the end of October and saw a 115% increase in William Grant & Sons brands on its first day at Tenerife Reina Sofia airport.

The promotion features specially-merchandised and themed areas for individual whisky brands such as Glenfiddich and The Balvenie. It is supported by tastings and advertising. Other suppliers involved in the tasting promotion include Diageo, Pernod Richard and Whyte & Mackay.

William Grant & Sons business development manager Stephanie Law said: “It’s fabulous when retailers will invest in promotions such as this whisky festival, which brings a whole category to life. For travellers it’s a chance to explore and taste the various whisky brands on offer, some of which they may not be familiar with, and encourages them to try new expressions and experiment a little. We’re delighted to be working with Dufry on this project.”

Dufry Group category manager liquor and tobacco Beatrice Knecht added: “We’re extremely pleased in the way suppliers have embraced this promotional opportunity and the first day results at Tenerife for William Grant & Sons indicates just how successful concepts such as this can be.”