Diageo has launched a team in its travel-retail division focused on airline and cruise partnerships.
The new internal team is said to be a recognition of the growing important of the cruise and airline channels to both alcoholic and non-alcoholic drinks categories. Both channels were hit hard during the Covid-19 pandemic, but signs of recovery throughout 2022 have been promising, prompting many companies to start re-doubling their efforts in these travel-retail spaces.
With a three-year plan for global expansion, the team will focus on building and maintaining partnerships, such as that recently signed with Virgin Voyages, and on growing digital activity. Key areas of focus will include limited editions and rare liquids, website and digital catalogue innovation, gifting activations, and experiential work.
Emily Lively, who is leading the cruise and airline team said: “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. 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.”
She continued: ““Our ambition as a growing, new team within the Diageo GT division is to develop quickly. Putting our partnerships with customers first. 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.”