In full flow
Going back to basics – in fact, you even might say ‘going back to the source’ – is the underlying principle of a striking new concept, Uisge Beatha (Gaelic for ‘water of life’), launched by CTC-ARI Airports at Cyprus’ Larnaka Airport earlier this year.
In its mission to convey straightforward product information in an attractive retail setting, it represents a refreshing acknowledgement that many travellers enter the liquor section of travel retail stores with minimal knowledge of malt whisky. “Our research and general observations have shown that many consumers are just not aware of malt whisky and obviously shy away from it,” says CTC-ARI general manager Gerry Crawford. “It’s quite understandable that consumers will not purchase something they are unfamiliar with.
Introductory level retail prices normally begin at 12-year-old blended whisky prices, so it is a significant purchase for most passengers.” With this crucial fact in mind, Crawford and his team now aim to make malt whisky “as accessible as possible to as many people as possible. It’s such a wonderful category of quality products that I am convinced that once we convert consumers a large percentage will be hooked, with many becoming more inquisitive and, to varying degrees, collectors. As an international retailer I think it is also an excellent way of increasing the penetration of the sometimes apathetic business passengers.”
Structured around a ‘shop in shop’ presentation featuring striking black & white ‘Uisge Beatha’
livery, the concept is supported by backlit shelving units, straightforward display by malt whisky-producing areas, concise product information and a large LCD screen playing looped DVDs supplied by distilleries.
Plenty to attract the casual consumer’s eye, you would think – and, judging by the first few months of operation, you would be right. “We find a lot of passengers are attracted to the area and spend a few minutes browsing,” says Crawford.
Crucially, they are allowed to linger without fear of forceful sales techniques. “Staff are trained to
provide a soft sell, allowing customers to dwell and consider the range while trained personnel are close to hand to provide specialist assistance and advice. I think this approach is vital to conversion.”
The opportunity to browse slowly and read up on the subject is one thing, but it would mean little without a selection of products capable of satisfying all tastes. CTC-ARI has certainly amassed this, coupling the usual best-selling suspects with an eclectic roster of less well-known brands including Arran, Deanston, An Cnoc, Old Pultney, Smokehead and many others. Enthusiastic customer response in the opening period of the campaign will see a further expansion of the offer in the near-future, including an increase in the amount of “premium and more expensive bottlings” like Glenfiddich 40yo and 50yo.
In time, Crawford hopes to widen the scope even further from its Scotch origins, reflecting his desire to lend “a more international dimension to the concept”.
For now, the Larnaka installation is bedding in nicely, boosted no doubt by a collaboration with Glenfiddich that has seen the latter provide a promotion to win a Volvo C30 car. “This is obviously the type of promotion that attracts a large number of consumers, but there are not many companies who will commit to this scale of investment, so I view ourselves as being very fortunate to have this.”
Glenfiddich also played a part in Uisge Beatha’s presence at a recent historic rugby international – the first since Cyprus was admitted to the IRB (International Rugby Board) last December – held at Kiniras Stadium in Pafos. Spectators were greeted with a ‘wee dram’ by CTC-ARI’s Martin Mullen and his team, while there was an opportunity for visitors to view the aforementioned prize car and find out more about the new retail concept.
Given this attention-grabbing start and the enthusiastic response of customers at Larnaka, the Uisge Beatha concept has arguably proven its worth already – so where might it go in the future? Installation at Pafos International Airport is on the agenda, with the concept to be included as part of a facility upgrade (see Box). Beyond that, Crawford says that “it has more potential in certain markets and may not be adopted everywhere. The success of this trial will greatly influence the amount of locations it will extend to.”
Whatever happens, CTC-ARI is keen to ensure that the concept does not expand too far from its fairly straightforward premise – at least in these early stages. Maintaining a cap on the number of
products is crucial, notes Crawford, given that “there is obviously a limit to what we can provide as a
viable selection in an airport environment. My own feeling at this stage of the development is that
the optimum level of listings is between 120 to 140 SKUs. Beyond that we can cater for more serious collectors by placing special orders for customers with specific requirements.”
All in all, Uisge Beatha constitutes a refreshing attempt to explain a section of the liquor category that can easily leave consumers feeling dumbfounded and overwhelmed. Moreover, it arrives at a time when any bid to shore up travel retail liquor sales must surely be welcomed. “I think this type of approach is especially important in the liquor category where the introduction of aviation restrictions has created many barriers for the category’s development, and we all have to try harder,” concludes Crawford. “We are forced to be innovative!”
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