subject: Duty Free Liquor : A History of Decadence by:Sharon Ng [print this page] For those travelling through international air or water space, whether for the purposes of business or leisure, the duty free store has become a shrine on value. Vast arrays of products, including wines, sprits, electronics and perfume to mention a few, and stocking the world leading brands, result in the duty free store becoming a favourite for the smart shopper aiming to get top quality products at reduced prices. One of the most popular items purchased is among the various ranges of liquors held, including: beers, wines, champagne, spirits and ports.
Liquor has been highly valued and widely used by people throughout history. It has outlived generations, nations, civilizations and ages. In some civilizations, it has been considered as one of the basics of survival and self preservation; in others a medical prescription to reduce infections and provide pain relief. Often utilised as a medium for bartering, its value has universal appeal.
From the earliest recorded periods, alcohol played an important role in religion, traditionally being viewed as a gift from the gods and become a mainstay in many religious practices. Additionally, in societies evolving through the agricultural revolution, it was seen as an important source of nutrients and calories. The term 'bread and beer' was a common greeting in ancient Egypt, with many beverages containing alcohol also being high in levels of protein and carbohydrates. This alone suggests that communities that were supposedly undernourished through insufficient food supplies received sufficient nutrients through their consumption of liquor.
The role of liquor in quenching the thirsts of many civilizations has been well recorded, playing an important part in enhancing enjoyment and improving the quality of life. Liquor has well known properties that increase confidence and can act as a social lubricant, facilitate relaxation and provide pharmacological pleasure. Throughout history, while alcohol has been misused by a minority of the population, for the majority it has proved most beneficial.
A consistent favourite at leading duty free stores is the Tennessee Whiskey, Jack Daniels. Being born in 1850, founder Jasper Daniel, nicknamed Jack became a licensed distiller at the young age of 16. The distillery was founded in 1875 and after surviving the implementation of prohibition law throughout the United States during the period between 1920 and 1933; the factory reopened and restarted commercial production. However, World War II placed obvious pressures on resources and the US government outlawed the production of whiskey from 1942 to 1946. After suffering numerous prohibitions and setbacks, Jack Daniels has now risen to one of the world's favourite whiskeys, and always in hot demand at duty free. An interesting facet of the current production is that the main distillery is now located in the Moore County, in an area termed a 'dry county'. So, in a place where the liquor is distilled and exported around the world, it is actually illegal to purchase it there.
About the author
Sharon Ng is the Consumer Marketing Manager for DFS New Zealand and Australia.
She has over 7 years marketing experience and has been working for DFS since June 2008. She has worked in numerous multi national corporations both locally and abroad giving her a wealth of knowledge and experience to draw upon.
Sharon has also traveled extensively throughout the Pacific, Asia and Europe allowing her to understand the duty free environment on a global scale. Sharon has a natural love of travel and is drawn to the luxury brands offered in the international market. She has a passion for representing a handful of those brands in her local market of New Zealand through the DFS Galleria stores, at both the downtown and airport locations.
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