Pernod Ricard Global Travel Retail (PR GTR) features in this exclusive TRBusiness Summit Shorts, produced in partnership with The Bluedog Group and filmed on location at the Summit of the Americas in Florida (14-17 April).

Speaking on camera, Aisling Tobin, Head of Marketing Travel Retail Americas, and Greg Ford, General Manager Travel Retail Americas, discuss the appeal of Royal Salute 21 Year Old Miami Polo Edition, the sixth edition of the Scotch whisky maker’s storied Polo Collection.

“Royal Salute as a brand has been seeing lots of growth domestically and within the GTR channel,” said Tobin. “The opportunity to bring such a geographically relevant edition to the Americas has been a key activation platform for the Royal Salute brand.

“The bottling very much celebrates Miami, one of the key homes of polo and the bottle really leans into the Miami vibe with the pink colour and imagery brought to life through the disruptive packaging.”

As reported, the sixth edition of the collection has gained prominence via a dedicated pop-up at Miami International Airport in collaboration with Duty Free Americas.

Ford explains adds that promotions are growing in importance within travel retail in the Americas, as consumers become more price-savvy. However, the business is having to work harder as a result.

“They are looking for really disruptive and engaging activations that are going to bring them in and really entice them to make that purchase,” he said.

Ford touches on the trajectory of the passenger traffic rebound across key geographies and the implications for the PR GTR Americas business unit.

“In the airport business we are still seeing really strong pax numbers in core locations; places like Cancún and the Caribbean continue to perform well for us.

“Brazil has been on a slow but gradual rebuild over the last two years. We are beginning to see that business now come back more meaningfully. It’s very much an arrivals business for us and there’s some improvement in the exchange rates that will help.”

Meanwhile, steady progress in the lucrative cruise market owes much to the order book of vessels.

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