Duty Free Liquor : A Travellers Favourite by:Sharon Ng
Travellers can find a range of high quality branded products at duty free stores located within the many international airports around the world
. Although the availability of high-end jewellery, sunglasses, luggage and perfumes are always in high demand, remaining one of the most popular duty free items is liquor, whether it is wine, beer or spirits. This is due in large, to the fact that these items represent some of the best savings that can be achieved when purchasing duty free items, as they traditionally carry high duties and taxes outside of the duty free environment.However, it is imperative that you keep in mind the liquor limits that each country imposes upon incoming travellers. When visiting New Zealand, it is worth noting that the country has one of the most generous liquor allowances, with each individual being over the age of 18 being able to bring six bottles of wine, port or sherry which does not exceed 4.5 litres in total or 12 cans of beer. Additionally, the allowance caters for three bottles of spirits or liqueurs, each containing no more than 1125ml in volume.
The popularity of liquor within the duty free retail environment has been illustrated with recent research conducted by the Generation Group, termed the TREND Beverage Index, which measures actual sales through the cash registers, found that global duty free and travel retail sales of liquor have advanced 0.9 percent in comparison to the same time last year. The report also noted that there will be an increase in demand for healthier, lighter, whiter and mixed drinks as consumer preferences of the younger market, and the increasing female drinking market, are felt through duty free sales.
Concerns that duty free sales of liquor would flatten due to the heightened security at airports which led to liquids being banned on many international flights has been short lived. According to Phil Humphreys, the Managing Director of Diageo Global Travel, liquor sales in the travel retail channel can be doubled in value over the next five years. He further stated that in response to the downturn in global travel, duty free sales have experienced growth. The continued expansion of the market will require innovation, imagination and investment to sustain these increases in consumer preference for duty free liquor.
In response to these issues, much research has been conducted with respect to consumer behaviour within the unique environments of duty free retail airport retail facilities. This research points to the fact that many travellers experience feelings of anxiety, stress and excitement which make them react in unusual ways. Therefore, the environments differ from those experienced on a day to day level, or simply when not travelling. As a result, it is suggested that retailers approach to capturing the consumer's attention and desire to buy in such environments, must also be altered. With evidence that there is much impulse buying in the duty free surroundings, developing a retail strategy based on these consumer biases will increase performance. Most importantly, it has been suggested that retailers must actively create a shopping environment that minimised stress, increases excitement and appeals to a travellers desire to be impulsive in their decision to purchase. With the blend of impulsive consumer behaviour, increasing popularity of duty free liquor sales, and leading brands being stocked in duty free stores, this is a relationship that is set to continue flourishing.
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. How to Relax in Pigeon Forge by:Bob Foster The Biltmore Estate by:Bob Foster Choosing the Right Car Hire in Port Macquarie by:Victoria Reyes Avoiding The Pitfalls Of Booking Gold Coast Holidays Accommodation by:Fiona Lewis How to Choose Between a Hotel and a Cabin for your Smoky Mountain Vacation by:Bob Foster Kerala Travel - Cherish Your Memorable Days in Kerala by:Raj Choudhary Make Sure You Do A Thorough Travel Insurance Comparison in Order To Get the Best Deal by:Peter Jones Turkey - an All-inclusive Choice of Adventure Holidays by:Casper da silva Fishing In The Smokies by:Bob Foster Miami's Local Farmers' Markets by:BJ Adams Bearizona Wildlife Park by the Grand Canyon by:Mike Finney Ten Free Things to Do at the Airport When Your Flight Has Been Delayed by:Albert Smith Kusu Island A Tranquil Holiday Getaway Steeped In Legendary Folklore