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The Irish Whiskey Collection

Challenge

To create a sophisticated Irish product offering for Dublin Airport T2 that would rival the glamour of the global Perfume and Cosmetics brands and could over time be exported across ARI's global network of airport stores.

Solution

Irish whiskey has enjoyed a major resurgence in popularity in recent years and although it accounts for only 5% of turnover in the Irish domestic market, premium Irish whiskey makes up 45% of our sales at the airport. So we knew that Irish whiskey was the ideal category to spearhead a new retail brand that would really enhance the 'sense of place' at T2.

We wanted to create a retail offering to celebrate the quality and success of Irish whiskey and help a much wider audience enjoy Irish whiskey’s many charms. To educate consumers, promote collectability, and provide unrivalled variety, served by knowledgeable staff.

We called it The Irish Whiskey Collection, a stunning showcase and indeed 'home' for the fastest growing spirits category in the world.

The Irish Whiskey Collection houses the most extensive range of Irish whiskeys in the world with over 125 products. In addition to the well known international brands, we offer the customer many hidden treasures such as Inisturkbeg, Coleraine, Danny Boy and several other small independent brands.

A complimentary Irish Whiskey Collection handbook is also available, a world class whiskey appreciation guide for connoisseurs and novices alike.

Results

Winner - Speciality Concept of the Year Award

  • Since the opening of The Irish Whiskey Collection, Irish whiskey sales in Dublin airport are up 33%.
  • In travel retail, Irish whiskey is the number one category, with 58% of our spirit sales.
  • Although it accounts for only 5% of turnover in the Irish domestic market, premium Irish whiskey accounts for 45% of our sales at the airport.
  • Irish Whiskey Collection stores have recently opnened in T1, Dublin Airport and at Cork Airport. The concept has also been exported to Montreal and Muscat.
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