Diageo has formed a new internal team to focus exclusively on airline and cruise partnerships within travel retail and duty free.

The team, led by Emily Lively, has been created as a result of ‘the growing importance of the cruise and airline channels and the potential they present for the alcohol and non-alcoholic category’, according to the company.

“I have been watching this channel grow over the past year and I am delighted that we now have the team and space to focus more exclusively on the scope for our brands that the channel brings,” said Lively.

“With refreshed strategies to engage and create transformative experiences for consumers on board, I am excited by the future growth of the category and its progression.”

The team will focus on building long-term partnerships, as well as ‘the growing digital activity’ in the channel.

The newly formed division has a three-year growth plan to go global as the team expands and relationships with long-term customers continue to ‘develop and evolve’.

Across travel retail, the team will look to cultivate prospects from ‘more obvious’ limited editions, rare liquids, gifting activations, bars and more experiential work alongside maximising digital opportunities through displays, catalogue and website innovation.

“Our ambition as a growing, new team within the Diageo GT division is to develop quickly,” said Lively.

The goals is “putting our partnerships with customers first” she added.  “Something which we hope will drive the trust and collaboration needed to unlock the possibilities.

“As with the rest of our GT colleagues our goal will always be to deliver a world class experience, one that brings innovation, exclusives and something different on board a flight or ship, for our customers, but ultimately for our consumers.”

Diageo has become known for its innovative solutions and original experiences placed into airport lounges and other airline spaces – physical and digital.

Key examples of this include its airline gin boutique in the BA Highlife Shop, which launched earlier this year.

Another case in point is the company’s 0.0% bar for Tanqueray 0.0% (Diageo’s non-alcoholic Tanqueray) in British Airways’ T5 Gold lounge, which heroes the ‘message of moderation’ that’s built into ‘every piece’ of Diageo’s work.