The name says it all for Duty Free Global. When Barry Geoghegan founded his company nearly a decade and a half ago, he knew that he would offer something unique by only focusing on duty free.
“We set out almost 15 years ago to offer the global travel retail operators a genuine channel-focused company that understood the needs and nuances that the GTR community required to offer the traveling consumer the right product at the right price. This has to this day remained our approach and although this approach has inherent risks attached, we have persevered and if anything, we have doubled down on this commitment to the one channel focus,” Geoghegan tells TMI.
The Duty Free Global team has experience working in all aspects of the duty free and travel retail channel, which gives Duty Free Global an insider perspective as well as a competitive advantage, says Geoghegan.
“I think our core philosophy comes from the DFG’s team career experience. As most of the team at DFG have come from the channel (either as operators or brand suppliers to the channel) we fundamentally consider the market from an insider knowledge point of view. So, we in fact sincerely put ourselves in the shoes of the buyer /operators and understand clearly what they need from their assortment,” he says.
“There are many good brand partners who work in our channel. I think what makes DFG different is that we offer a global approach to the channel. I often say there are great companies that are exceptionally well networked in a particular region e.g. The Nordics or the Caribbean for example, but we pride ourselves in being one of the few companies that can offer a global perspective/network in this great channel.”
While its portfolio of spirits and wines has changed over the years, Duty Free Global has always tried to find growing brands in trending categories to offer the channel.
“I think what has changed is our product offering in conjunction with our brand partners. In the ever-fast-moving world of global travel retail, we have followed existing and observed new emerging trends that ensures that our product offer is relevant to the different consumer groups who are today the key passengers in the stores.”
DFG has found particular success with port.
“We are very proud and excited to see some great results with the exceptional wines of the Fladgate partnership from Portugal. We have had some excellent results with the world-famous Taylors ports in multiple regions, including the UK (where they are the leading Port), the Nordics and South Korea. What is particularly exciting is to see younger consumers falling in love with the wonderful, aged Tawney Ports which are selling extremely well from 10/20/30 and even 50-year-old at very premium prices.”
Left: Drumshanbo Gunpowder Irish Gin in Houston with International Shoppes.
Right: Cincoro tequila at Chicago O’Hare with Avolta.
DFG also represents important brands in the booming tequila and the struggling gin categories.
“We are delighted to see how the Cincoro range of exceptional Tequilas has moved out from its traditional base of the U.S. and Mexico into new markets in Europe and Asia,” he says.
“We have continued to grow the global footprint of Gunpowder gin year on year despite the category’s overall decline. The innovation and quality of the liquids have ensured that the gins from The Shed distillery go on from strength to strength with multiple key operators including Heinemann, Lagardère, Avolta, Dubai Duty Free, and more.
“I would also like to highlight how the world’s most awarded distillery, Buffalo Trace in Kentucky, is enjoying great growth in many countries as consumers embrace the exceptional whiskeys which are now accepted among the world’s finest. We have had success throughout all major markets for the core offer of Buffalo Trace and its stable mates Sazerac Rye, Eagle Rare and its sister distillery with 1792 Bourbon.”
Duty Free Global has been activating the key brands Buffalo Trace, Fireball and Southern Comfort in some of the key airports in the U.S. and globally.
“We have been heavily focused on raising the profile of the great brands from Sazerac in global travel retail. We have recently had some strong visibility activations in many of the key accounts in North America. We were delighted to profile Buffalo Trace and Fireball in Rio de Janeiro and Mexico City with our partners in Avolta.”
In terms of challenges from tariffs and other market conditions, Geoghegan admits that the global alcohol beverage market has certainly faced some difficult headwinds over the last year.
“Consumers have become more cautious with spend levels, and the industry’s big players have engaged in cost cutting. But we have managed to continue growing the business model thanks to our diverse geographical reach in the industry.
“The effect on tariffs has yet to fully impact the business at airports but we have certainly seen some decline in the border business into Canada but not so much into Mexico on the Southern border of the USA,” he concludes.
