Showcase Airport Store Boosts Sales of Irish Whiskey

Irish whiskey sales are up by 30% at Dublin Airport this year due to a new showcase outlet for Irish whiskey, which opened in Terminal 2 last November.

The opening of the Irish Whiskey Collection, a new store within a store concept devised by DAA’s in-house retail team, has boosted whiskey sales by almost one-third over the past seven months. The new shop was developed to stimulate demand for Irish whiskey and to showcase the category to both Irish and international travellers.

“Increasing our sales by 30% in the current economic climate is an incredible achievement and it’s all thanks to the Irish Whiskey Collection,” according to DAA Retail Director Paul Neeson. “We wanted to create an amazing shop window for Irish whiskey, and we’re already reaping the benefits of our investment in the category,” Mr Neeson added.

The Irish Whiskey Collection outlet has helped grow Dublin Airport’s duty free Irish whiskey sales by 39% this year and has also had a dramatic impact on duty paid sales for customers travelling within the EU, which have increased by 25%.

Given the success of the Irish Whiskey Collection, DAA is now planning to introduce the concept to Terminal 1 at Dublin Airport and to Cork and Shannon airports.

The Irish Whiskey Collection stocks more than 125 different products in an 80 sq m store that takes its design cue from the luxury cosmetics and perfumery sectors rather than the traditional airport liquor shop.

The store stocks a full range of Irish whiskey, with all the leading brands fully represented as well a number of smaller independent brands and several exclusive premium whiskeys, which are only available at Dublin Airport. “Our goal is to be the best Irish whiskey shop in the world,” Neeson said. “This is a shrine to Irish Whiskey, which is one of this country’s greatest exports. By providing a quality shop window for the Irish whiskey sector and by working in partnership with the trade we aim to increase the profile and grow sales for the entire Irish whiskey industry.”

The design of the store is aimed at meeting the needs of the existing whiskey buyer and also drawing in travellers who would not normally enter a whiskey shop. “We wanted to de-mystify the Irish whiskey category,” says Neeson.

The walls have a high black gloss lacquer finish, LCD screens are used to tell the Irish whiskey story, and the point of sale material carries clear information on each product and its provenance, as well as Irish Whiskey Collection branding. The centrepiece of the outlet from a design perspective is a black Tipperary Crystal chandelier while museum-style display cases feature some of the premium whiskeys available.

DAA’s decision to invest in the Irish whiskey sector is stimulating growth across the entire range of products and will also underpin growing export sales for Irish whiskey. “We are working closely with all the major suppliers and brands and we’re sure that the Irish Whiskey Collection will play its part in showcasing the fantastic range of products available within the Irish whiskey sector,” said Neeson.

The shop hosts regular tastings for customers, has also produced “The Ultimate Guide to Irish Whiskey,” a free mini guide to the sector. “All passengers, whether purchasing or not are given the same level of service by our enthusiastic staff, who have been highly trained to become in effect whiskey consultants,” according to Neeson.

The Irish Whiskey Collection stocks major brands such as Jameson, Bushmills, Paddy, Powers, and Tullamore Dew, as well smaller independent whiskies such as Inis Turk Beg, John L Sullivan and Coleraine. The store also carries a number of exclusives, such as a 19-year-old Greenore Single Cask and a 1991 Midleton Distillery Single Cask, both of which are only available at Dublin Airport.

“We are committed to carrying the entire range of Irish whiskey to satisfy aficionados and novices alike. It we don’t have an Irish whiskey then it’s not worth having,” according to Neeson.

Whiskey expert Tanya Lawless of Cooley Distillery discusses the merits of a Greenore single grain Irish whiskey with customer Edward O’Grady-Walshe at the Irish Whiskey Collection outlet in Terminal 2 at Dublin Airport.