AMERICAS DUTY FREE & TRAVEL RETAILING by Paramount Publishing Ltd.

APRIL 2013 â&#x20AC;˘ VOL 23, NO 2

CARIBBEAN/MHA 2013

Cruise Control p.

Caribbean News p.

Partnerships for Essence p.

Rum Report p.

Creating New Paths 12th - 15th June

PUNTA CANA ? ? ?

http://conferencia2013.asutil.org/ballgame

Ready to play?

ORLANDO

The ball game coming soon: April 5th

r Letter from the Editor

The Americas Duty Free & Travel Retailing (ISSN 0962-0699) is published four times a year April, June/July, October, November/ December) by Global Marketing Company Ltd., 26 Pearl Street, Mississauga, Ontario L5M 1X2 Canada. It is distributed throughout Central America, South America, the United States, Canada, U.S. Virgin Islands, U.S. Pacific islands and the islands in the Caribbean. Subscriptions: $200 for one year. Art and photographs will not be returned unless accompanied by return postage. The views expressed in this magazine do not necessarily reflect the views and opinions of the publisher or editor. April 2013, Vol. 23, No. 2. Printed in Canada. All rights reserved. Nothing may be reprinted in whole or in part without written permission from the publisher. © 2013 Global Marketing Company Ltd.

Smooth sailing

or sun and fun seekers, there’s no better place to visit than the Caribbean, but it’s also become apparent to the travel retail industry that the region offers something else—profit potential. While the cruise industry certainly wasn't immune to the effects of the global economic crisis, numbers have stayed relatively strong at most major tourist destinations. Furthermore, in 2013 the cruise industry appears poised for another solid year, with forecasts suggesting a growth in revenue of around 4.8% and a 3% increase in worldwide cruise capacity over 2012. Further bolstering travel, cruisers can expect to be delighted on board new, state-of-the-art vessels, with an impressive 26 new builds scheduled through 2015. It’s clear that the travelers are there, and suppliers and operators alike have been doing their part to target the region with exciting special offers and limited editions. Inside Americas Duty Free’s new 2013 Caribbean and Cruise issue, distributed at this year’s Marine Hotel Association trade show in Orlando, you'll find in-depth coverage of

this dynamic market, with targeted product editorial on spirits (including a special rum report), cruise favorites and more. Of course, you can also expect to find plenty of comprehensive operator coverage and industry statistics, providing an insider’s perspective on in-store innovations and what Caribbean tourists want to see on store shelves. Enjoy this special issue of Americas Duty Free & Travel Retailing, and be sure to visit www.dutyfreemagazine.ca/americas for more news on cruise, the Caribbean and duty free in general. Finally, we'd love to hear from you about the successes that your company, however big or small, is experiencing in this vibrant and exciting market, so don't hesitate to touch base with us. Enjoy this year's Marine Hotel Association trade show!

The Americas Duty Free & Travel Retailing 26 Pearl Street Mississauga, Ontario L5M 1X2 Canada Tel: 1 905 821 3344; Fax: 1 905 821 2777 www.dutyfreemagazine.ca PUBLISHER Aijaz Khan aijaz@globalmarketingcom.ca EDITORIAL DEPARTMENT EDITOR Hibah Noor hibah@dutyfreemagazine.ca CONCESSIONS, LIQUOR & TOBACCO EDITOR Ryan White ryan@dutyfreemagazine.ca ASSOCIATE EDITOR Melissa Silva melissa@dutyfreemagazine.ca ART DIRECTOR Patrick Balanquit patrick@globalmarketingcom.ca

Kindest Regards, Ryan White Concessions, Liquor and Tobacco Editor ryan@dutyfreemagazine.ca

CONTRIBUTORS Diane Tierney ADVERTISING SALES ADVERTISING & MARKETING MANAGER Kim Carrera kim@dutyfreemagazine.ca CIRCULATION & SUBSCRIPTION MANAGER Deepa J deepa@globalmarketingcom.ca

www.dutyfreemagazine.ca THE AMERICAS DUTY FREE & TRAVEL RETAILING

Letter from the Editor

Viento en popa

ara los amantes del Sol y la diversión, no hay mejor lugar a visitar que el Caribe. Pero se está haciendo cada vez más evidente para la industria minorista de viajes que la región ofrece algo más: un potencial de ganancias. Aunque la industria de cruceros no fue inmune a los efectos de la crisis económica global, las cifras se han mantenido relativamente sólidas en la mayoría de los principales destinos turísticos. Más aún, en el 2013 la industria de cruceros parecía encaminarse a otro año de florecimiento, y los pronósticos sugieren un aumento en ingresos de un 4.8% aproximadamente, y un aumento del 3% en la capacidad mundial de cruceros, en relación con el 2012. Para fomentar mucho más los viajes, los pasajeros de cruceros pueden esperar deleitarse a bordo de barcos modernos recién

construidos, con una programación de 26 naves nuevas a construirse hasta el año 2015. Está claro que hay viajeros, y tanto los proveedores como los operadores han estado trabajando para poner en marcha en la región con atractivas ofertas especiales y ediciones limitadas. En este nuevo número de Americas Duty Free del 2013 dedicado al Caribe y los Cruceros, distribuido en la convención de la Asociación de Hoteles Marítimos (Marine Hotel Association) que se llevará a cabo en Orlando, encontrará una cobertura exhaustiva de este dinámico mercado, con editoriales especializados sobre espirituosos (incluyendo un informe especial sobre rones), favoritos de los cruceros y más. Por supuesto, también puede esperar una abundancia de cobertura integral sobre operadores y estadísticas de la industria, que proporciona una perspectiva conocedora sobre innovaciones en

tiendas y lo que los turistas al Caribe quieren ver en las estanterías de los establecimientos. Disfrute este número especial de Americas Duty Free & Travel Retailing, y visite el sitio Web www.dutyfreemagazine.ca/americas para obtener más noticias sobre cruceros, el Caribe y el sector duty free en general. Finalmente, nos encantaría saber su opinión sobre los éxitos que su compañía, independientemente que sea grande o pequeña, está experimentando en este mercado vibrante y atractivo, así que no dude en ponerse en contacto con nosotros. ¡Que disfrute la convención de la Asociación de Hoteles Marítimos de este año! Cordialmente, Ryan White Editor de Concesiones, Licores y Tabaco ryan@dutyfreemagazine.ca

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APRIL 2013 • VOL 23, NO 2

Contents 8 11 12 14

CARIBBEAN/CRUISE REPORT

Cruise Control

Cruise lines and Caribbean ports continue to support each other during tough economic times

CARIBBEAN ARI

Cashing in on the Caribbean Barbadian retailer Caribbean ARI may have faced challenges last year, but with a strong category and profitable holiday on the horizon, 2013 may garner more success

CARIBBEAN NEWS

NASSAU LYNDEN PINDLING INTERNATIONAL AIRPORT

Three’s a charm

CRUISE LINE NEWS Windstar expands fleet with three Seabourn ships Royal Caribbean tries complimentary beverages on several cruises NCL makes more room for kids DouroAzul, launches two ships for Douro River cruise Holland America receives stewardship accolades

PARBEL

Parbel aims higher

ESSENCE BEAUTY

Partnerships pave the way for Essence Corp. The venerable TR distributor continues to build its business on a foundation of strong relationships

Boolchand's breaks boundaries Kirk Freeport Plaza Ltd. focuses on luxury Painting the Caribbean with Manifesto by Yves Saint Laurent

Nassau Lynden Pindling International Airport reinvents itself in a three-phase project that upon completion later this year will feature three new state-of-the-art terminals

22 RUM REPORT

Bringing the Caribbean home From the US and Canada to South America and beyond, high-end rum fans are increasingly looking to bring a piece of the Caribbean home with them when they travel

28 30

LIQUOR NEWS Diageo partners with Princess and Norwegian for cocktail competition Courvoisier Le Voyage de Napoleon to sail into the Americas in May New Belaire Rosé launches in the Caribbean and beyond White Gold targets worldwide consumers with redesigned “True Original” bottles

BACARDI CRUISE COMPETITION

World-class cruise creations Bacardi announces its Cruise Competition Bartender of the Year and Chef of the Year in sunny Florida, marking the first time a bartender has won the cocktail portion of the event two years running

L’Oréal Travel Retail Americas eyes positive potential in the Americas

THE RUM THAT ISN’T JUST AGED; IT’S AGED IN SELECT CASKS RESERVED FOR THE WORLD’S FINEST SINGLE MALT.

Caribbean/Cruise Report Norwegian Breakaway’s colorful Pelen Max

Cruise Control Cruise lines and Caribbean ports continue to support each other during tough economic times

he waves of the recession continue to rock the Caribbean cruise tourism economy even though six new ships were launched last year. Fortunately, the Caribbean is still the top destination choice of passengers and the 10 new ships arriving by 2016 are expected to bring more visitors. According to a recent study by the Florida-Caribbean Cruise Association (FCCA), direct cruise tourism spending was down 12.7% in 2012. Total passenger onshore visits were down 12.1%. Total expenditures per passenger were down 0.5%. The study, called the “Economic Contribution of Cruise Tourism,” was conducted by Business Research & Economic Advisors (BREA). “It is estimated that about 5 to 6% of total annual spending by visitors to the Caribbean—which includes tourists, excursionists and cruise passengers—is generated from cruisers,” says Sean Smith, Statistical Specialist for the Caribbean Tourism Organization (CTO) in Barbados. “In addition to this sum, an unidentified amount is attributed to the purchase of goods and services which are directly acquired by the cruise lines themselves from regional producers.”

Big business despite declines The FCCA reports that cruise tourism, despite declines, generated significant economic benefits to the 21 participating destinations: US$2 billion in expenditures, 45,225 jobs and US$728 million in employee wages. Five destinations had cruise tourism expenditures of US$100 million or more during that period. Nine destinations had expenditures between US$25 and US$100 million, and seven had less than US$25 million.

DIANE TIERNEY

“The proximity of destinations to the homeports along the eastern US corridor has been a factor in the number of cruise ship calls to some destinations and consequently the spending,” says Smith. “Some countries have diversified their product to attract more cruise business, such as the development of more attractions. “Cruise passenger spending shows great variability from destination to destination,” Smith explains. “But as is the case with tourist spending, an increase in cruise passengers does not necessarily translate to an increase in total cruise spending. Overall, there has been a modest decrease in per passenger spending.” The analysis of cruise tourism spending reveals these figures for the top five destinations: 1. The Bahamas led all Caribbean destinations with US$393 million in cruise tourism expenditures. It also led all destinations with just over 4.4 million onshore passenger and crew visits. This was more than double the volume of the next highest destination, the US Virgin Islands. 2. St. Maarten had the highest average per passenger onshore expenditure of US$185. It also had the second highest average crew expenditure of US$135 per visit. With an estimated 1.9 million onshore passenger and crew visits, St. Maarten benefitted US$356 million in total cruise tourism expenditures, the second highest level. 3. The US Virgin Islands had the third highest level of expenditures with US$339 million. It also had the second highest average per passenger spending rate of just over US$147 per passenger visit. In addition, it had the second highest volume of onshore passenger and crew visits with 2.1 million visits. Royal Caribbean’s Allure of the Seas

THE AMERICAS DUTY FREE & TRAVEL RETAILING APRIL 2013

4. Puerto Rico benefitted from US$186 million in total cruise expenditures. The economic impacts of cruise tourism in Puerto Rico were generated by both homeport and port-of-call visits. In fact, Puerto Rico led the Caribbean in passenger embarkations with over 490,000 embarkations. 5. The Cayman Islands had the fourth highest number of passenger and crew onshore visits with 1.5 million visits. Combined with an average per passenger onshore expenditure of US$93.70 per visit and an average crew expenditure of US$57.50 per visit, the Cayman Islands ranked fifth in cruise tourism expenditures.

The spend trend “Based on a Barbados Cruise Passenger Survey, which was conducted by the CTO, duty free purchases and souvenirs are the most popular goods,” Smith says. “According to a FCCA study, passengers frequently purchased watches, jewelry, liquor and clothing while onshore.” St. Maarten tops the Caribbean in average cruise passenger spending. The study polled 28,000 passengers and 8,000 crew. Cruisers spend an average of US$185.40 in St. Maarten, compared to the regional average of US$97. Crew spending, however, was slightly higher in the US Virgin

Islands, averaging US$138 per crew member, compared to US$135.50 in St. Maarten. In fact, St. Maarten is one the few countries that showed both an increase in cruise passenger spending and passenger arrival, according to the study. The findings also showed that passengers across the Caribbean spent the most on watches and jewelry (US$583 million), shore excursions (US$270 million), clothing (US$158 million), food and beverage (US$106 million) and miscellaneous (US$95.3 million). Cruise passengers who purchased watches and jewelry spent an average of US$196.76 on such purchases. Tourism and Harbor Affairs Minister Romeo Pantophlet commended residents and stakeholders in a press release on "their continued

Bahamas questions FCCA figures The FCCA report showed that the average cruise visitor spend in the Bahamas dropped by 23% over the past three years. Carla Stuart, the Ministry of Tourism’s Director of Cruise Development, says that based on the ministry’s own statistics, the spend in Nassau has gone up to US$111 from about US$73, and Grand Bahama is also up to about US$73 from US$54 dollars. The Ministry of Tourism defended its statistics, stating that the variation between its numbers and that of FCCA was due “to differences in the methodologies employed in determining the spend levels. The Ministry’s surveys are conducted by our research staff and are face-to-face encounters with passengers. The Business Research & Economic Advisors (BREA), on behalf of the FCCA, conducts surveys by placing question cards in cruise cabins,” the Ministry said in its statement. In addition, the Ministry of Tourism says their data was gathered from the entire 2011 year, whereas BREA’s data was gathered for six months from December 2011 to May 2012.

Source: Florida-Caribbean Cruise Association

A recent study found that passengers across the Caribbean spent the most on watches and jewelry (US$583 million), shore excursions (US$270 million), clothing (US$158 million), food and beverage (US$106 million) and miscellaneous (US$95.3 million)

j Only includes passenger visits at Nassau and Freeport k Includes passengers aboard both transit and homeport cruise ships www.dutyfreemagazine.ca THE AMERICAS DUTY FREE & TRAVEL RETAILING

Caribbean/Cruise Report

contribution to bring us to this level." He said customer satisfaction and traffic alleviation will be the main focus in the future, as well as the diversity of merchandise being sold. Cruise Critic, an online cruising resource, polled 2,600 people about their duty free spending habits in a 2012 report by contributor Jana Jones. Liquor was the number one purchase option, with 32% of respondents saying that duty free liquor was worth the price of bringing it back home. Cigarettes and fine jewelry each got 6% of the votes; perfume, cosmetics and electronics were also equally divided, each getting just more than 4% of the votes. St. Thomas was judged the best cruise destination to buy duty free goods with 29% of the votes; St. Maarten came in second at 22%; Grand Cayman was about 4%; and around 9% of people said they can find better deals at the airport. When asked if they focus their onshore shopping specifically on duty free products, 51% said that they buy what they like, duty free or not, and about 31% claim to gravitate to locally produced goods and crafts that remind them of the destination. When it comes to electronics and jewelry, most shoppers have become fairly sophisticated, checking prices before leaving home and comparing at the ports. With the Internet offering tax-free options, many seem to feel that the risk of bringing back items is not worth it. Respondent member Burroughs, for example, is concerned about warranties being honored. "What happens if the thing doesn't work? Who is going to believe the guarantee is valid? And, [there's] the added expense of postage if you ever need to return an item." Nonetheless, destinations continue to work hard to increase ship visits and passenger spending by partnering with the cruise lines. “Cruise lines are implementing more home-porting agreements, doing terminal refurbishments and giving incentives like tax reductions for longer cruise ship stays in port,” explains Smith. Port improvement has most recently been seen in Jamaica, which now ranks as the fastest growing cruise destination in the Caribbean based on the new Falmouth Pier. It received its first cruise ship in January 2012. Visitor spending is expected to surpass US$100 million. Jamaica received its highest number of cruise visitors in four years at 1.1 million passengers for 2011, or 25% more than 2010, according to the latest Port Authority of Jamaica (PAJ) data. Nearly half of those visitors docked at the Falmouth Pier, with one-third at Ocho Rios and the rest at Montego Bay and Port Antonio. The new pier enabled the world's largest cruise liners to dock in the island for the first time while offering additional berthing space for vessels unable to dock at Montego Bay or Ocho Rios during peak periods. This rise in arrivals allowed the island to beat more than 20 other Caribbean countries in terms of growth arrivals.

A look ahead Cruise arrivals are expected to double over the next four years before peaking, based on commitments from Royal Caribbean (RCCL), Carnival and Norwegian Cruise Line (NCL). The potential is for 2.5 million cruise visitors. The average Jamaica spend was US$87.35 per cruise passenger in 2010, according to that year's Annual Travel Statistics published by

Royal Caribbean’s Oasis of the Seas

THE AMERICAS DUTY FREE & TRAVEL RETAILING APRIL 2013

Holland America’s Zuiderdam, the first in the line’s revolutionary Vista series, at Half Moon Cay

the Jamaica Tourist Board, but it should rise since passengers are spending more at higher-end shops at the pier. The new growth puts Jamaica—previously one of the worst performers in the region—in a much better position. Over the last five years, Jamaica placed closer to the bottom of the region, ranking 12th in 2010 and 19th in 2009. RCCL predicted they could bring 8 million passengers to the historic town over the next 10 years, especially since the pier has the capacity to handle at least two mega-ships of more than 5,000 passengers per ship. On completion, the facility will include a terminal building to house customs, immigration and port security. Other areas will include restaurant services, retail shops and a transportation center. It is reported that subsequent phases will include on-site attractions. "Establishing relationships among member lines and the public and private sectors of destinations was the reason we founded the FCCA,” said Michele Paige, FCCA President, during the 19th Annual Florida-Caribbean Cruise Association's Conference and Trade Show in October 2012. “Never has it been more important for cruise and travel partners to link arms and share ideas." As for personal passenger spending, Cruise Critic member Carol Anne says, "I feel St. Thomas has the best prices for jewelry. Although, over the last 18 months, the prices are climbing close to what I would pay at home. But the bottom line is, if I see it and love it and can afford it, I'll buy it and not worry if it's less expensive at home. It's great to wear a piece of jewelry and look at it with a memory of the cruise and where you were when it was purchased. I can't get that feeling from c buying it at home."

Caribbean ARI With the purchase of US$100 on perfume or cosmetics, customers receive a free 200ml bottle of Mount Gay rum or a rum cake in the retailer’s liquor tobacco & confectionery store

Cashing in on

the Caribbean Barbadian retailer Caribbean ARI may have faced challenges last year, but with a strong category and profitable holiday on the horizon, 2013 may garner more success BY MELISSA SILVA

ith passenger numbers on the decline in 2012, Caribbean ARI Inc. experienced a slower than usual year, which is likely due to a decline in passenger numbers, specifically British passengers flying into Barbados Grantley Adams International Airport where it operates. Traffic at the beginning of 2012 was positive against 2011; however, by the summer the retailer began to see a significant decline in passengers, particularly from the UK. The impact of the London Olympics, the sluggish UK economy and the UK air passenger duty were all considered factors in this decline. With no Olympic Games this summer, there’s hope the retailer will see improvement, especially since British passengers hold the position for top purchasers followed by interCaribbean passengers. If fragrances are high on consumer’s tobuy lists this year, 2013 may have an even better chance of being more fruitful since Perfumes and Cosmetics represent over 50% of the retailer’s sales, specifically ladies’ fragrances, followed closely by men’s. Although launched in 2011, Rihanna's Rebel Fleur fragrance continued to sell extremely well throughout 2012, and Caribbean ARI believes a good degree of the fragrance’s success was directly related to Rihanna being Bajan. “Tairo also launched a promotional campaign with us for the introduction of Lady Gaga to our stores and the fragrance has been successful with our

British customers,” says Pat Molloy, General Manager of Caribbean ARI. Liquor is the operator’s next largest category and is dominated by sales of Bajan Rums. “Mount Gay continues to overshadow the other local brands and their investment in a promotional campaign during September and October of last year saw… double digit [sales] growth of the key skus,” says Molloy. While there are many other great Rum brands on the Island, Molloy feels their lack of international exposure makes it more difficult to build brand awareness. “This can only really be achieved through engaging and meaningful promotional campaigns, which most of the smaller brands are reluctant to invest in,” he says. Caribbean ARI’s Tobacco and Food categories are close in terms of sales, and while cigarettes are currently the largest sub-category of both, sales had been declining. In terms of cigarette sales British brands are the biggest contributors and Benson & Hedges is the leading brand. The retailer has been revising its current Food/Confectionery assortment and expects to see sales in this department grow this year. “Rum cakes are an ever-popular gifting item and Cadbury and Lindt also remain very popular brands with our regional travelers,” explains Molloy. In terms of purchasing habits, Caribbean ARI has noticed large seasonal differences in the purchasing trends of its customers. “While the likes of Mount Gay Rum sell well year round, the winter air-to-sea [cruise ship traffic] season sees a significant rise of gifting items and an uplift in local rums and food products,” says Molloy. In addition to seasonal differences, holidays also play a part in purchasing habits, specifically Kadooment, a big holiday in Barbados which falls in the first week of August. “This holiday sees a large influx of Bajan Diaspora and other international festival rev-

Pat Molloy, General Manager, Caribbean ARI Inc.

elers arrive on the island for a week of partying,” Molloy explains. Premium spirits do extremely well for the retailer at the end of this holiday week. Hennessy Pure White in particular achieves excellent sales. Molloy says that since this product is not available in the US, many expatriate Bajans bring a bottle or two back to the US with them. “We just always ensure sufficient quantities have been ordered and are in stock to capitalize on this opportunity,” he says. Caribbean ARI generally stages monthly promotions, such as last fall’s successful Mount Gay promotion, where for every purchase of two one-liter bottles of Eclipse, Black or XO, the customer received a free 200ml bottle. This promotion was staged over two months from September through October to ensure sufficient return to the retailer’s supplier for the cost of investment in the mechanic and POS material. “The results were positive and saw double digit sales growth against 2011,” says Molloy. Caribbean ARI’s current promotion is aimed at driving average transaction value in the Perfume & Cosmetics category while ensuring an increase in penetration in our Liquor Tobacco & Confectionery store. With the purchase of US$100 on perfume or cosmetics, customers receive a free 200ml bottle of Mount Gay rum or a rum cake in the retailer’s liquor tobacco & confectionery store. “The initial results have been positive,” says Molloy. Moving forward, Caribbean ARI is looking at implementing promotions in the confectionery category while at the same time continuing to play on its core strengths of P&C, liquor and tobacco to ensure future growth. c

www.dutyfreemagazine.ca THE AMERICAS DUTY FREE & TRAVEL RETAILING

The Rolex watch brand does particularly well for Kirk Freeport Plaza

Caribbean News Boolchand’s Pandora store at Miami’s International Mall

Boolchand’s recently started investing in concept stores for Crocs footwear, opening two 100-square-meter boutiques in the past three months, including this one pictured in Curacao

Boolchand's

breaks boundaries

eadquartered in Curacao, Caribbean retailer Boolchand's has several destination outlets in Curacao, as well as stores in the US Virgin Islands, St. Maarten, Aruba and Florida. For 83 years the retailer has been known in the Caribbean for having the best cameras, electronics and technological products as well as a wide range of fine jewelry and watches, but has recently delved deeper into the world of branded affordable luxury. Having noticed consumer trends leading towards affordable luxury for the past few years, Boolchand's began to take on more luxury brands such as jewelry company Pandora and is eager to add similar brands to its ongoing list. In addition to signing a distribution agreement with the fast growing flip-flop brand Havaianas, Boolchand’s recently started investing in concept stores for Crocs footwear, opening two 100square-meter boutiques in the past three months—one in Curacao and another in St. Maarten. "Crocs are not overly expensive, the presentation is great and the service and customer support from the company is great, so it’s a successful formula," says Ram Boolchand, Manager Director. "Any company that brings any product and has this formula is what we’re looking for." Continuing to diversify its portfolio of brands, Boolchand's has also begun exploring the gifting category. "We’re expanding our range of fashion jewelry with an English brand called Buckley, and more recently with the exciting line of positive energy products from fastgrowing jewelry brand Alex and Ani," says Boolchand. "We are trying to build up the gifting division in our business. Again, the formula 12

THE AMERICAS DUTY FREE & TRAVEL RETAILING APRIL 2013

Kirk Freeport Plaza’s Bayshore Mall store

MELISSA SILVA

is affordable luxury, good marginal profit and strong support and commitment from the supplier. With any product that falls into that formula we’re ready to do business." In terms of renovations, Boolchand has no hesitation when it comes to updating his stores. The retailer recently renovated stores in Aruba and in St. Maarten, in addition to creating a new space for Bose merchandise in one of its Curacao stores, where it carries Bose’s innovative Videowave tv. “We’re constantly updating our stores—that’s one of our philosophies. Our stores have to be up to date with the latest technology, the latest LED lighting, the latest fixtures,” says Boolchand. “So we set aside enough budget to renovate regularly. It’s very important because people have to feel good in our stores.” The importance of being up-to-date extends beyond Boolchand’s brick-and-mortar stores to its online presence. The company recently invested in a redesign of its website—set to launch later this month— and has plans for further online development. This year marks Boolchand’s 50th year in St. Maarten and next year marks its 40th year in Aruba. Now in its fourth generation of family members, the company plans to be around for many more years and in many more places.

Kirk Freeport Plaza Ltd. focuses on luxury

Kirk Freeport Plaza Ltd. has been a premier retailer in the Cayman Islands since 1972, offering a variety of luxury items from jewelry and watches to fragrances, leather, crystal, chinaware and accessories. Owned by the Kirkconnell family, the company has 22 stores in Grand Cayman and Cayman Brac, and supplies the widest range of duty free products in the Caribbean. Although sales have been flat for the retailer in comparison to last year overall, traffic numbers at the airports where Kirk Freeport Plaza operates have been steady and showing good performance so far this year, similar to 2012. Fragrances, watches and jewelry are Kirk Freeport’s top three categories. “Most of the major, big brands are showing the strongest,” says Chris Kirkconnell, Vice President of Operations. Brands such as Rolex, Patek, David Yurman, Cartier, Breitling, Omega and Tag Heuer do particularly well, as Kirkconnell feels customers continually gravitate towards such brands. Over 70% of Kirk Freeport’s customers are tourists are from the US. Looking ahead, Kirk Freeport has decided to consolidate its brand offering as opposed to listing new products, a result of the noticeable increase in consumer demand for more value. Kirkconnell feels consumers trust that the major brand names will offer quality and service and will offer more value than lesser known brands. “We’re seeing most of the purchases gravitating to the major brands as customers are less willing to branch out into lesser known brands with less history,” he adds. Tairo hosts Manifesto promotion with Le Rouge in Curacao (left) and Perfume Bar in Nassau

Painting the Caribbean with Manifesto by

Yves Saint Laurent

Luxury distributor Tairo International recently launched Yves Saint Laurent’s Manifesto in the Caribbean. Described as a scent that tells the story of “intuition and audacity that aims to celebrate the aura of a woman” comprises key ingredients of white jasmine, lily of the valley, blackcurrant, cedar, sandalwood vanilla and tonka bean. To promote the fragrance dedicated retailers Perfume Bar (Nassau), Penha (Aruba) and Le Rouge (Curacao) hosted instore events where local artists were invited to create one-ofa-kind paintings inspired by Manifesto. The works of art were c later presented as a prize to select customers. www.dutyfreemagazine.ca THE AMERICAS DUTY FREE & TRAVEL RETAILING

Nassau Lynden Pindling International Airport

Three’s a charm

Nassau Lynden Pindling International Airport reinvents itself in a threephase project that upon completion later this year will feature three new state-of-the-art terminals RYAN WHITE

assau Lynden Pindling International Airport (LPIA) is currently in the midst of a major redevelopment project that will result in three new terminals upon its completion in the fall of this year. The project was divided into three phases, two of which have already been completed. In March of 2011, the airport’s US Departures Terminal was opened, while October of 2012 saw the opening of the International Arrivals Terminal. Phase three will see the airport’s International and Domestic Departures and Domestic Arrivals Terminal opened later this year. “LPIA is unique in that it caters to three completely different markets,” says CEO of Nassau Airport Development Company (NAD) Vernice Walkine. “Our development had to take into consideration the fact that we are a US pre-clearance facility. This is a strong advantage for a tourism destination and we built stage one with American travelers in mind. They account for 80% of our 3.2 million annual passengers. We also cater to the international user and a robust domestic tourism market.” Specifically for the international terminal, Walkine cites LPIA’s top users as Canadian, British, French, Italian and Panamanian travelers. Indeed, The Bahamas depends heavily on air arrivals to bolster tourism, which is the country’s number one industry. Walkine tells us that from as far back as 2005, concrete plans were put in place to expand and improve the airport in Nassau. The goal was to accommodate the existing passenger loads and improve the overall experience for visitors on arrival and departure. “The facilities were run down and merely functional,” she explains. The government of The Bahamas retained the services of Vantage Airport Group (formerly Vancouver Airport Services) to improve the existing facilities while building out the new terminals. On completion, the airport will be able to accommodate some 5 million passengers and is built with easy expansion in mind. A total of US$877 million has been raised since 2007 to fund the project in six transactions (both financing and refinancing). 14

THE AMERICAS DUTY FREE & TRAVEL RETAILING APRIL 2013

The capital structure included a combination of senior debt and subordinated participating debt—a structure that allowed rate increases associated with the project to be minimized. The unique financing structure secured was recognized with industry awards, including the Project Bond Finance Deal of the Year Award from Project Finance Magazine in 2009 and Jane's Airport Finance Deal of the Year in 2010. NAD’s financing structure is based on maintaining competitive rates at LPIA, ensuring that no government guarantees are needed and maintaining an investment-grade credit rating. The overall financing structure also depends on the company’s ability to continue to grow its commercial revenue and manage its competitive rate program.

“Our development had to take into consideration the fact that we are a US pre-clearance facility. This is a strong advantage for a tourism destination and we built stage one with American travelers in mind.” Vernice Walkine, CEO of Nassau Airport Development Company (NAD)

Duty free gets its due Of course, generating more non-aeronautical revenue moving forward is an important objective that NAD has kept in mind throughout the redevelopment project. “Our concessions program has also been one of the major improvements since NAD took over the dayto-day operations at LPIA and customer surveys indicate that passengers are responding to the improved offerings,” she says. In the US Departures terminal, LPIA currently features a store dedicated to duty free sprits; a John Bull location specializing in perfumes and cosmetics; and a store called My Ocean, which sells local handmade soaps and bath items as souvenirs. In terms of the F&B offerings currently available, Quiznos, Wendy’s, Bahama Dutch Oven, Dunkin’ Donuts and a sit-down restaurant/bar called Kafe Kalik round out travelers’ options. “Within the next year, our offerings will expand to include an additional sit down bar and three more food and beverage offerings, as

A memorable event

The evening ceremony for the official opening of LPIA’s International Arrivals Terminal in October was attended by more than 300 government, airport and industry partners. The 21,000square-meter terminal houses Bahamas Immigration and Bahamas Customs, a state-of-the-art baggage belt system, four restaurants, bars, lounges and six hotel reception lobbies. The first visitors through the new facility arrived at 9:03 on October 16, 2012 on JetBlue flight 1791 from Fort Lauderdale and were greeted by NAD’s executive management team. More than 500 workers (70% Bahamian laborers) were on site at the peak of construction for stage two. The impressive threestory structure has barrel-vaulted ceilings and the curved roof design mimics ocean waves. In total, the cost of all three phases of the expansion project is estimated at US$409.5 million.

well as a duty free P&C store and a spirits store,” explains Walkine. LPIA expects the US Departures Terminal to generate the most non-aeronautical revenue given that US travelers are the airport’s bread and butter. While increasing passenger spend is one thing, LPIA also notes that it has seen terminal leases and concessions increase from US$6.1 million in 2011 to US$8.3 million in 2012. “That’s a 36% overall increase and we believe it is a direct result of growing the retail program and working with our tenants to bring the best possible products and services to the passengers,” Walkine says. “Our analysis indicates that we are on track to grow our nonaeronautical revenue even more in 2013, with a minimum increase of 3% expected.”

Going green When discussing revenue-generating initiatives, Walkine told us that providing a good duty free and F&B experience at LPIA is just one way of ensuring incremental revenue increases. Saving—both money and the environment—is also a priority. Operational efficiency was a key consideration since the redevelopment project was first conceived, and given the fact that phases one and two of the project are now completed, she tells us that LPIA is already starting to see how going green has benefitted its bottom line. “Over the past year, we’ve realized significant advantages as a direct result of our sustainability initiatives,” Walkine explains, “the most significant being a 15% reduction in our overall energy consumption. We considered the impact of our facilities on the environment and built the terminals with minimal impact in mind.” LPIA now has environmentally friendly features such as deep water wells for cooling, large overhangs and a 50% solid/50% glass interior to allow maximum sunlight to enter while at the same time minimizing heat intrusion. “All of this helps to reduce our impact on the environment,” she adds. The third and final phase of LPIA’s expansion project—expected to be every bit as impressive as the first two stages—is slated for c completion in the fall of this year.

Cruise Line News

Windstar expands fleet with three Seabourn ships Windstar Cruises announced in February that its owner, Xanterra demand for our intimate style of yacht cruising,” said Andy Todd, Parks & Resorts, has reached an agreement with Seabourn to pur- chief executive officer of Xanterra Parks & Resorts, owner of chase three of their ships: Seabourn Pride, Seabourn Legend, and Windstar Cruises. The delivery of the three 104 all-suite ships, which hold 208 pasSeabourn Spirit. Under the project name Global Windstar, the expansion will sengers each, will take place over the next two years in the double the size of Windstar’s three luxury sailing yacht fleet, Mediterranean. The Seabourn Pride will be the first ship to enter making the company the market leader in small-ship cruising with into Windstar’s luxury fleet in April of 2014. Following a Windstar branded renovation, which will give the ship a new name and casu300 or fewer passengers, with a total of 1,230 berths. The purchase on February 15, was one of several recent Xan- ally elegant look, the Pride with set sail a month later in May terra Parks & Resorts® acquisitions, including VBT, an adventure 2014; voyages are expected to go on sale in May. Windstar travel company, and The Grand Hotel in Tusayan, AZ, adjoining Cruises will take possession of Seabourn Legend in April 2015 and the South Rim of the Grand Canyon. Seabourn Spirit in May 2015. These two yachts are scheduled to “Windstar Cruises has experienced four straight years of rev- start sailing in May of 2015 following their dry-dock period. The fleet expansion will provide Windstar Cruises access Asia enue growth. This expansion is the perfect way to build on the momentum following our recent fleet-wide renovation, providing and South America. Windstar will continue to focus on the unique us with the much needed capacity to match the accelerating destinations that large ships cannot call.

The Seabourn Pride, one of three ships purchased by Windstar

NCL makes more room for kids

Norwegian Cruise Line recently announced its children’s program, Splash Academy, has implemented a new “Guppies” program offering interactive programming for kids’ ages six months to three years old. The new program gives parents, with children under the age of three, the opportunity to engage in a variety of programs with children including baby art, featuring organic, vegetablebased “Wee Can Too” art products, baby “Rhyme Time,” where a storyteller recites popular nursery rhymes featuring puppets, and “Motion in the Ocean,” a parent and baby miniworkout. For a limited time, families have an extra incentive to book a new cruise reservation in order to experience these new programs by taking advantage of Norwegian’s popular Kid’s Sail Free Sales Event. For cruises booked through March 23, kids ages 17 and under traveling with two adults in the same stateroom cruise free on select sailings. The offer gives families the opportunity to experience the Guppies program and the rest of the Splash

Academy and Entourage program offerings. Norwegian Cruise Line is also celebrating the successful fleet-wide implementation of its enhanced Youth and Teen programs, Splash Academy and Entourage launched last year. Kids and teens now can participate activities specially tailored to their individual age groups. Both Splash Academy and Entourage feature a different theme each day, such as “Rumble in the Jungle,” and “Under the Big Top,” offering new surprises every time the children return to the program. Sporting activities were developed through the partnership with The King’s Foundation and Camps, a United Kingdom-based organization. The sports component of the youth programs offers soccer skills; physical challenges; and icebreaker action games. Bowling tournaments, soccer challenges and “dodge ball under the stars” are also offered to teens. The new program also offers the family a chance to play along in a variety of sporting activities including dodge ball, tug-of-war and other exciting family challenges.

THE AMERICAS DUTY FREE & TRAVEL RETAILING APRIL 2013

Fun at the NCL Aqua Park

Beverages will be complimentary for balcony or higher category passengers

Royal Caribbean tries complimentary beverages on several cruises In April, passengers on selected Royal Caribbean voyages could, for a limited time enjoy a complimentary Premium Beverage Package for two when they book a balcony- or higher-category stateroom aboard on following four trans-Atlantic cruises. Available itineraries for the feature were: Navigator of the Seas’ 15-night sailing from

New Orleans to Rome (Civitavecchia), on April 6; Independence of the Seas’ 13-night sailing from Port Everglades in Fort Lauderdale to Southampton on April 7; Brilliance of the Seas’ 11-night sailing from San Juan, Puerto Rico to Lisbon on April 13; and Adventure of the Seas’ 14-night sailing from San Juan to Southampton on Apr 21 The Complimentary Premium Beverage

DouroAzul, launches two ships for Douro River cruise

DouroAzul, the operator of small luxury river cruises in Portugal, launched two brand-new vessels, for itineraries on the Douro River this March. DouroAzul will launch the new Queen Isabel, which is operated by cruise line Uniworld and the AmaVida, operated by AmaWaterways, on March 22. Actress Sharon Stone, was honorary godmother of the AmaVida, and was on-board to christen the new vessel. Actress/model Andie MacDowell with her daughter, actress and singer/songwriter Rainey Qualley, have been chosen to participate as the godmothers of the Queen Isabel. Launched in 1993, DouroAzul is owned by Mário Ferreira, 2013’s Portuguese Business Man of the Year. It has a fleet of five luxury hotel-ships, one yacht, one traditional sightseeing Rabelo boat, and the Royal Barge, the Spirit of Chartwell, used by Her Majesty, Queen Elizabeth II, during the Diamond Jubilee celebrations. The riverboats ply the Douro River, from the Spanish border in the east to the Atlantic coast to the west. Known for its extraordinary wines and the architectural heritage of its 18th-century manor houses, the Douro region of northern Portugal offers travelers a unique combination of natural, cultural and culinary wonders.

Package offer was applicable only for new U.S. and Canadian individual bookings made on January 24 through February 15, in balcony and higher category staterooms. It was limited to the first two passengers in a booking. The Premium Beverage Package included house wines, beers under $6.25 each, fountain sodas, and well, call and premium brands of liquors and frozen drinks at restaurants, bars and lounges when open. Offer not applicable for group bookings.

Holland America receives stewardship accolades Holland America Line recently received awards in Alaska from the National Tour Association (NTA) and Alaska SeaLife Center for its commitment to stewardship and sustainability. HAL was named Favorite Cruise Experience in the NTA’s Distinguished Dozen awards and was the recipient of the Alaska SeaLife Center’s 2013 Ocean Stewardship and Sustainability Award. “Alaska is one of the purest and most beautiful parts of the world, and these awards honor our commitment to both the environment and our guests,” said Richard Meadows, executive vice president, marketing, sales and guest programs for Holland America Line, in the announcement of the two awards. NTA’s Courier magazine published the winners of its second annual Distinguished Dozen awards, which honors 12 categories of destinations, attractions, hotels and restaurants. Winners are selected as the favorites of NTA tour operators, and Holland America Line won the gold for Favorite Cruise Experience. For its commitment to the environment, Holland America Line was recognized with the Alaska SeaLife Center’s Ocean Stewardship and Sustainability Award, sponsored by Jason Brune. Holland America established practices to protect and sustain the waters where the line sails. The Alaska SeaLife Center also credited the line’s achievement in reducing emissions while promoting sustainability in Alaskan waters. Passengers were involved in collecting and recording research data maintained by Alaska Sea Grant’s Marine Advisory Program. www.dutyfreemagazine.ca THE AMERICAS DUTY FREE & TRAVEL RETAILING

Parbel

Ralph Lauren will stage a Big Pony Garden Party, an animation that combines Big Pony Men and Big Pony Women in a single space

aims higher

L’Oréal Travel Retail Americas eyes positive potential in the Americas

HIBAH NOOR

rowing market share in a region that is progressing remains the main goal this year for Javier Labarta, CEO of L’Oréal Travel Retail Americas, Parbel. “The wordwide duty free industry is developing at a healthy pace,” Labarta says. “However the unfavorable exchange rate of the Brazilian real is slowing the rhythm of growth [in the Americas] compared to the growth that other regions are experiencing. We estimate that business in the Americas will grow in the range of 6% to 7%.”

Javier Labarta, CEO of L’Oréal Travel Retail Americas, Parbel

The aim for L’Oréal Travel Retail Americas is to grow at a rate that’s 50% faster than the market, Labarta says. “In the last two years, we have reinforced our leadership gaining market share versus our competitors. This year, once again, growing market share continues to be our main objective as well as strengthening our relations with the key retailers. I personally consider that establishing a partnership with our clients is a goal that should be on every company’s agenda.” Labarta characterizes the Americas duty free market as very dynamic, with lots of changes underway. Business on the Brazilian borders is developing rapidly, he says, and airports in North America are evolving and modernizing to meet the demands of the discerning and high-spending Asian travelers who are arriving in increasing numbers. Part of this evolution is moving travel retail in this part of the world away from the standard food and beverage orientation of yesterday to a luxury gourmet offering, and from the typical souvenirs and gifts layout to a luxury retail mall. Labarta looks to the west coast of the US to lead regional growth thanks to the massive influx of visitors from China. That said, L’Oréal Travel Retail Americas is careful not to neglect any parts of the market, so attention will also focus on the US eastern seaboard, where European and Latin American travelers are the main drivers of growth. Mexican prospects are good too, Labarta says, and Brazil, however worrisome its currency woes may be, remains a major contributor to growth in the southern hemisphere.

New launches for Lancôme this year will include Teint Visionnaire, Absolue Range Renovation, Rénergie Reviva Plasma

As consumers become more demanding, the focus in travel retail is increasingly on product innovation and quality rather than price as a growth generator. Labarta has an expansive definition of “quality.” For him, it means not only the quality of the product itself, but also the quality of the shopping environment and in particular the perceived value of the services and advice offered by in-store beauty advisors. Exclusivity—access to specific and selective brands—counts heavily on luxury markets a major market-maker in the Americas. Labarta believes that the Clarisonic skincare application brand has an edge here, and accordingly it will be made available in the Americas in the near future. Looking at the overall brand portfolio for L’Oréal Travel Retail Americas, Labarta notes that fragrance brands are more highly developed in Latin America while the cosmetics ranges are grounded mostly in North American markets. Lancôme is of course a market mainstay, with strong offerings across all beauty categories. Labarta describes it as “the most desired brand in both South and North America.” For 2013, key new product launches will take place under the Lancôme, Giorgio Armani, Cacharel, Yves Saint Laurent, Kiehl’s and Biotherm banners. Lancôme enjoyed a strong year in 2012 and for 2013 the brand will expand on the success of the “Super Serums” animation. “This year we will not only re-push the two pillars Génifique and Visionnaire separately, but also promote the use of them together,” Labarta says. The goal of the animation is to create strong POS traffic and reinforce the efficacy message of the products. The animation invites the customer to experience the Super Serums duo at Lancôme counters. Other launches for Lancôme will include Teint Visionnaire, Absolue Range Renovation, Rénergie Reviva Plasma, and the continuing development of La Vie Est Belle with a slate of new introductions this year.

Armani works with water For 2013 Giorgio Armani will develop its Acqua For Life initiative, a partnership with Green Cross International that constructs safe drinking water systems in the developing world. This year the objective is to collect 60 million liters of water for projects in Ghana, Bolivia, Haiti and India. The initiative will be displayed alongside the bestselling Armani fragrances Acqua di Gio and Acqua di Gioia, accented by “Acqua for Life” sleeves and a dedicated Pantone color that symbolizes the

In the makeup category, Yves Saint Laurent ran a special promotion during the Chinese New Year in DFS-operated Waikiki store, Hawaii

ongoing work. The campaign is a collaborative project that includes social media activities and digital content that can be shared, making use of the viral spread of ideas on social networks. Under the Armani brand, a new launch extending the Eau Pour Homme line will complete the franchise. This year Ralph Lauren will stage a Big Pony Garden Party, an animation that combines Big Pony Men and Big Pony Women in a single space. It’s a strong, fresh story around the Big Pony collection, which is deeply rooted within the Ralph Lauren DNA. The Kiehl’s business is based on core products, some of which have been offered since the launch of the brand and have proven to be long-term market performers. “We assure that any of our new products we offer to the consumer is “uniquely Kiehl’s” and can be relied on to retain credibility. One notable launch is the Kiehl’s Dermatologist Solutions,” says Labarta. In the makeup category, YSL is running a new “The Light Belongs to YSL” theme. “We educate the consumer on how to use YSL products to achieve complete, luminous signature makeup results,” Labarta says. “It starts with skincare as a ‘way to,’ continues with the ‘magic’ pen Touché Eclat and foundation Le Teint Touché Eclat, and finishes with Vernis à Levres.” The latter combines the shine of lip gloss, color of lipstick and longlasting effects of a lip stain. For Lancôme the current star performer is the anti-aging line— Absolue, Rénergie and the Super Serums Génifique and Visionnaire. In Lancôme makeup, Rouge in Love leads in the lip segment and Hypnôse Drama leads in mascara. The Hypnôse line was recently reinforced with Hypnôse Star, which won the Elle International Beauty Award. In fragrances, La

Vie Est Belle and Trésor continue to be the “pillars,” Labarta says. Acqua di Gio Homme has been maintaining its position as the top masculine fragrance in North American travel retail for Giorgio Armani. Labarta describes it as “a fresh, sensual blend that has become a classic men’s fragrance,” embodying masculinity in harmony with nature. For Ralph Lauren’s World of Polo collection the bestsellers are the Polo Black, Polo Blue and Polo Green entries. In Cacharel Amor Amor is the top seller, and with Victor and Rolf the Flowerbomb EDP leads the pack. “In YSL the L’Homme franchise— L’Homme, La nuit and L’Homme libre— became a true favorite of the consumer,” Labarta says. YSL is known for producing market-leading makeup, with iconic offerings such as the Touche Eclat pen, which has been on the market for 20 years. “We recently received two prestigious Marie Claire awards for our make-up products: for le Teint Touché Eclat foundation and for Vernis à Levres.” Under the Biotherm banner in face care, the top selling line is the hydration line Aquasource. L’Oréal Travel Retail Americas actually doubled sales for Aquasource in travel in the Americas last year, Labarta says. Biotherm is also strong in men’s skincare, occupying top spot in the market globally as well as in the travel retail space in the Americas, Labarta says. The most popular product in the Biotherm Homme line is the Aquapower hydrating range. “With such an amazing portfolio of brands, personally I feel that they are one of the best in the industry, we are highly optimistic that 2013 will be a groundbreaking year for L’Oreal Luxe in Travel Retail Americas. The adventure has just begun,” concludes Labarta. c

www.dutyfreemagazine.ca THE AMERICAS DUTY FREE & TRAVEL RETAILING

Essence Beauty

Partnerships

Essence Beauty recently rolled out Versace Eros by Euroitalia in the Caribbean market

pave the way for Essence Corp. The venerable TR distributor continues to build its business on a foundation of strong relationships

f power lies in partnerships, then Essence Corp. is a powerful company indeed. The Miami-based distributor regularly represents some of the most prestigious fragrances in the industry, and 2013 is proving no different. Jimmy Choo, Bulgari, Versace and Moschino are just a handful of the big-ticket brands rounding off the company’s portfolio this year. “We had the privilege to partner with Bulgari,” says Guillaume Bona, Executive Sales Director, Caribbean. 2012 was the first year Essence Corp. partnered with Bulgari for the distribution of the brand in the Caribbean. Consolidation, adds Bona, is high on the agenda for Essence Corp. right now, with some enticing new developments in store. As he explains: “Our goal is to consolidate our business with our current partners. There are great projects and news that will be announced very soon.” One recent noteworthy development, per Antoine Bona, Executive Sales Director, TR Americas is Essence Corp.’s management of the Euroitalia brands, Versace and Moschino, with Dufry Brazil. The company expects a substantial boom to its business as a result of this advantageous new partnership.

huge success for Essence Corp. The company is also on schedule for some impressive new travel retail launches being rolled out this spring. Topping the list is Burberry Body Tender, the latest new fragrance from the iconic London brand. A follow-up to Burberry Body, the Tender variant is understated and feminine, with a lighter, more spirited expression than that of its predecessor. The sparkling scent brings together lemon, dewy English rose and white jasmine. It launched in Caribbean travel retail in March 2013. Then there is Jimmy Choo Flash, the illustrious shoe designer’s new fragrance. The scent, based on a bouquet of white flowers, is best described by Jimmy Choo Creative Director Sandra Choi: “Flash is about the cool rush of excitement and the sense of power a woman feels when dressed in a pair of sexy shoes. Its character, which is both heady and effervescent, captures this perfectly.” Brands like Burberry, Versace and Jimmy Choo help Essence Corp. maintain a strong positioning in markets where the company operates. This is no easy task given that some regions are facing notable challenges – including the devaluation of the Brazilian real and

Argentinean peso, as well as a drop in purchasing power in some parts of the Caribbean. “2012 was an election year in the US, Europe and Venezuela. If tourism was up, purchase power per visitor is decreasing,” says Guillaume Bona. “We estimate the territory to be between -5 and -10%.” Fortunately, things fared better further north, offering Essence Corp. a beacon of hope and providing a substantial boost to their growing business. “In the north we had a positive year led by Mexico and Canadian duty free accounts,” says Antoine Bona. “Overall, I am proud to say we grew 20% in travel retail North and c South America.” Burberry Body Tender is the latest new fragrance from the iconic London brand

Back to basics When it comes to the day-to-day running of the business, Essence Corp. will be focusing on the essentials in what Guillaume Bona calls a “back to basics” approach. They will concentrate on the local population in regions where they are active, on training, in-store animations, and on re-promoting key pillars while capitalizing on new launches. In the Caribbean, one of these recent launches is Versace Eros, a fragrance for men that has done exceedingly well, and will now be launched in travel retail. The bold scent embraces the characteristics of its namesake Greek god, namely love, passion, beauty and desire. It has been a 20

THE AMERICAS DUTY FREE & TRAVEL RETAILING APRIL 2013

Jimmy Choo Flash is based on a bouquet of white flowers

Enrique Iglesias promotes Atlantico Rum, a brand in which he is a part owner

Rum Report

Bringing the

Caribbean

home

From the US and Canada to South America and beyond, high-end rum fans are increasingly looking to bring a piece of the Caribbean home with them when they travel

mericas Duty Free recently spoke to five rum brands with stakes in the travel retail market in the Caribbean. We learned that strong duty free performance in their backyard has led to widespread acclaim in other parts of the Americas as interest in high-end rum continues to heat up. From South America to the US and Canada, rum fans are increasingly looking for a more premium experience, and the below brands are more than happy to deliver.

The power of potential

“Today, Caribbean duty free represents an important chunk—around 65%—of Atlantico Rum’s travel retail business,” says Robert De Monchy, former board member of Mount Gay Rum in Barbados and founder of MONARQ Group, which distributes Atlantico in the US, Latin America and the Caribbean. “The other 35% comes from sales in the United States and Latin America, which is lately increasing rapidly.” When it comes to Atlantico, De Monchy tells us that one surefire way to increase sales is to get consumers to try it for themselves. As such, tastings have played a major role in Dufry stores at Santo Domingo Airport, Dominican Republic. MONARQ also regularly puts on promotions in Caribbean destina22

tions such as the US Virgin Islands, Cayman Islands, Turks & Caicos, St. Maarten, Antigua and St. Kitts. While already well represented in the Caribbean, Atlantico is continuing to grow rapidly throughout the islands. In fact, MONARQ Group has committed to focusing its efforts in the rum category on Atlantico. De Monchy told us that a number of interesting opportunities in rum have come up for the distributor recently, but he’s a firm believer in Atlantico’s strong potential. Indeed, not only is it a top-quality rum, but superstar Enrique Iglesias is also a part owner and the face of the brand. Besides that, Atlantico is today’s fastest growing super premium rum in the USA. “Atlantico is a complex, flavorful, super premium rum, carefully created to reflect the heritage and craftsmanship of centuries of rum masters,” De Monchy tells us. “This handcrafted rum is a blend of fresh cane juice-based rums and molasses-based rums. The unique combination results in an incredibly smooth and flavorful rum

THE AMERICAS DUTY FREE & TRAVEL RETAILING APRIL 2013

RYAN WHITE

Atlantico comes in three varieties—Private Cask (Solera aged), Reserva and Platino

HONEY EY HAS A NEW HIVE. 速

速 Jim Beam速 Honey, Kentucky Straight Bourbon Whiskey infused with Honey and Liqueur, 35% Alc./Vol. 息2013 2013 James B. Beam Distilling Co., Clermont, KY.

Rum Report

from the Dominican Republic, where it is aged, blended and bottled entirely by hand. Atlantico comes in three varieties—Private Cask (Solera aged), Reserva and Platino—and is the recipient of countless international awards. Atlantico has been making big waves in the global superpremium rum segment and I’m convinced it will continue doing so well into the future.”

A very

special blend

The Caribbean is also a very important region for Ron Barceló, says Brand Coordinator for Barceló Export Import S.R.L. Jorge Luis Ricardo. In fact, 65% of the brand’s duty free business is done there. “Given that the Caribbean is the birthplace of rum and Ron Barceló is 100% made in the Dominican Republic, it makes the region a very vibrant market for us,” Ricardo explains. “It’s without a doubt our largest market in the world.” Continuing with the theme of higher-end rums outperforming, Ricardo notes that Ron Barceló Gran Añejo and Ron Barceló Añejo, offered together in a two-pack especially for duty free, are the bestsellers in the Barceló range. Barceló has recently released some new products in the duty free channel, including a magnum-sized bottle of Ron Barceló Gran Platinum and what Ricardo calls “the jewel of rums”—Ron Barceló Imperial Premium 30th Anniversary Blend. The variant was recently awarded a Platinum Medal and a score of 97 points from the Beverage Tasting Institute. Each year since it was first introduced over thirty years ago, private reserves of Ron Barcelo Imperial have been set aside for additional aging. These reserves were matured in barrels created from selected cuts of white oak, some previously used for the aging of Bordeaux wines. Bottled in very limited quantities, Ron Barceló Imperial Premium 30th Anniversary Blend is a blend of those private reserves, released thirty years later to honor the anniversary of Ron Barcelo Imperial. An elegant nose of dried fruit, vanilla, caramel and dark chocolate pave the Ron Barceló Imperial Premium 30th Anniversary Blend is a blend of private reserves that was recently awarded a Platinum Medal and a score of 97 points from the Beverage Tasting Institute

A recent Pyrat display at West Coast Duty Free in British Colombia; the brand was recently awarded the Frontier Duty Free Association’s Gold Standard Award for Best New Spirit

way for a rich, complex palate featuring notes of brown sugar, citrus fruit, cocoa, leather, tobacco and oak. Each collectable bottle is hand-numbered along with the year it was bottled, and is presented in an embossed gift tin along with a wooden display pedestal. While the Caribbean is Barceló’s core market, the rum is sold in over fifty countries throughout the world and counts itself as the only Dominican-made rum produced from fermented and distilled sugarcane juice. If the Beverage Tasting Institute’s rating of Imperial Premium 30th Anniversary Blend wasn’t enough of an endorsement of the rum’s quality, Ricardo also notes that the IWSR has paid tribute the brand in its prestigious Elite Brands list.

Recognition from

Pyrat XO Reserve is a blend of rums, some aged as much as 15 years, that are perfectly balanced to produce an exceptionally elegant, smooth and delicious medium body rum

one’s peers

Late last year Patrón Spirits-owned Pyrat Rum was recognized by the Frontier Duty Free Association of Canada (FDFA) with the Gold Standard Award for Best New Spirit. “It’s incredibly gratifying to be recognized by the FDFA, and by all of our duty free friends and colleagues in Canada,” John McDonnell, COO and President – International of Patrón Spirits, told us recently. “It has only been a couple of years that our spirits have been available in the duty free channel in the country, and in that short time our land border partners and airport operators, and of course consumers, have truly embraced our products, and for that we’re very grateful.” Despite the recognition from up North, Pyrat’s roots are planted firmly in the Caribbean. The Pyrat portfolio includes Pyrat Cask 1623 and Pyrat XO Reserve. Similar in color and body to a rare cognac, Pyrat Cask 1623 is a limited production, very fine aged dark amber rum which takes its name from the year that rums first began being distilled in the Caribbean. Pyrat XO Reserve is a blend of rums, some aged as much as 15 years, that are perfectly balanced to produce an exceptionally elegant, smooth and delicious medium body rum.

THE AMERICAS DUTY FREE & TRAVEL RETAILING APRIL 2013

Of course, while many immediately associate Patrón Spirits with its ultra-premium tequila portfolio, McDonnell tells us that the company is just as focused on growing the Pyrat Rum brand. “Just like Patrón tequilas, Pyrat Rum is produced with the highest standards of quality and craftsmanship and is a sophisticated luxury product at the top of its category,” he says. We asked McDonnell why he feels that the brand has caught on in Canada specifically: “Rum has always been a very large category in Canada,” he notes, “and like premium single malt scotch, and even premium tequilas, aged rums are increasing in popularity.” Patrón Spirits believes Pyrat has the potential to become a 10- to 15,000-case brand in Canada between domestic and duty free. “In the domestic market, we are securing back bar listings simply by asking buyers and managers to taste it,” McDonnell says. “With the proper focus, Pyrat will definitely continue to emerge as a very important brand for us in Canada. Canadian consumers have always understood and appreciated top-quality handmade spirits, and Pyrat perfectly fits that profile.”

Rum Report

A Caribbean

Given the many North American tourists visiting the Caribbean, El Dorado’s reputation for unmatched quality is already strong in Ontario, where the brand was last year listed in duty free

classic

“The Caribbean represents the bulk of El Dorado Rum’s duty free business,” says Komal Samaroo, Vice President of International Marketing at Demerara Distillers Ltd. “We’ve only just begun to build the business in North America but initial indicators are very promising.” El Dorado has a loyal following and for many the brand is synonymous with the Caribbean, which certainly helps sales there. Samaroo tells us that tourists will generally bring home a bottle after a vacation. Notably, Caribbean duty free shoppers are opting for El Dorado’s 15 YO variant, thereby significantly upping spend. Given the many North American tourists visiting the Caribbean, El Dorado’s reputation for unmatched quality is already strong in Ontario, where the brand was last year listed in duty free. Samaroo tells us that Demerara is already in advanced talks to have the brand listed at border stores in British Colombia as well. “We’ve done a lot of work communicating and educating consumers on the quality of our rums,” Samaroo explains. “We have a brand ambassador traveling throughout Canada, and added to this, people in general are starting to appreciate premium rums more. This certainly helps in combination with the fact that El Dorado 15 has always had a great following among rum connoisseurs.” While widening distribution is the priority in North America, Demerara focuses on getting more SKUs into duty free shops in the Caribbean since at least one variant in the El Dorado range is listed in most every duty free shop in the region. Other important activities regardless of region include developing engaging promotions centered on added value, such as GWPs and multi-packs. “In keeping with our theme of value added promotions we are currently looking at new gift items that we can combine with our products in duty free,” Samaroo explains. “This is an ongoing exercise since it’s important to us to keep the offering fresh for consumers.” Finally, Demerara will also be concentrating on drumming up more business in US and Central and South American duty free this 26

year. If the brand’s success in the Caribbean and North America— combined with the general boom in high-end rums of late—is any indication, El Dorado’s prospects are excellent. “We are currently reaching out to potential brokers to expand into these markets,” concludes Samaroo, “so we urge travelers to keep an eye out for El Dorado at airports and border stores across the whole of the Americas.”

Well placed for continued growth Earlier this month at the IAADFS exhibition in Orlando, The Edrington Group showcased a number of new launches, including Brugal’s Papa Andres ultra premium rum. Edrington staged the global launch of Papa Andres at a private event at TFWA World Exhibition in Cannes late last year. Brugal Papá Andrés, which was created for and enjoyed by the Brugal family for five generations, has never before been released for sale, with only a few bottles from the vaults finding their way into the hands of collectors over the years through charity auctions. Affectionately named Papá Andrés after the company’s founder Don Andrés Brugal, this precious, limited edition rum provides rum drinkers, connoisseurs and collectors alike with a new expression of extraordinary quality to enjoy and to treasure. Edrington says that Brugal Papá Andrés will play a key role within the Brugal portfolio, providing a link with the heritage of this family-owned company, and Juan Gentile, Edrington’s Area Director for Latin America and Duty Free Americas, tells us that the timing is right for a high-end rum like Brugal—from Papa

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Andres to other expressions in the range. “The premium and super premium spirits categories performed well ahead of standard spirits and Edrington is well placed to capitalize on this trend with, for example, Brugal 1888 and Siglo de Oro.” Brugal 1888 combines a distinctively dry style of spirit with a proprietary aging process to produce a complex and layered rum that is truly unique. Brugal Siglo de Oro remains one of the most exclusive rums created by the Brugal family Master Blenders. It is produced just once per year and quantities are limited. Each and every bottle produced passes through the expert hands of the maestro roneros, who belong to the fourth and fifth generations of the Brugal family’s master blenders. Indeed, from proprietary production processes and rare liquids to a unique dry style that effectively piques the interest of traditionally high-spending whisky lovers, it’s easy to see why Brugal is in a good position going into the second half of the year. “IWSR reported in 2012 that super premium spirits had grown by 21.1% and premium spirits by +13.1%, compared with standard spirits growth of +6.6%,” concludes Gentile. “This is reflected in the strong growth of the premium rum segment, where Brugal is c very well placed.” Brugal 1888 combines a distinctively dry style of spirit with a proprietary aging process to produce a complex and layered rum that is truly unique Brugal Papá Andrés will play a key role within the Brugal portfolio, providing a link with the heritage of this family-owned company

Atlantico Rum is distributed in the Caribbean, Latin America and USA Duty Free by MONARQ Group.

For more information on Atlantico or other MONARQ Group brands, please visit www.monarqgroup.com

Liquor News Courvoisier Le Voyage de Napoleon to sail into the Americas in May To mark the global launch of the new travel retail collection Courvoisier Le Voyage de Napoleon with World Duty Free Group, Maxxium Travel Retail recently unveiled a high profile campaign across London Heathrow, including a bespoke bar, tastings, advertising and social media. Central to the launch and located in the liquor area of the World Duty Free store at Heathrow T5 is a specially created bar based on the Paradis cellar at the Courvoisier château in Jarnac, home to the cognac’s most prized blends and vintages. For four weeks, travelers were invited to the bar to taste Courvoisier cocktails as well as the iconic XO directly from the cask and learn about the unique history and heritage of the luxury brand. Alongside the bar, gondolas and a wall bay displaying the new Courvoisier range increase visibility and invite shoppers to participate in a sensory journey and explore the craft of cognac-making, bringing the brand’s luxury credentials to life. An augmented reality app features an exploration of the Paradis cellar and deconstructs the creation of cognac,

explaining the artisanal nature of the craft through the display of the key elements, including grapes, copper stills, wood and eaux de vie. In addition, tastings of Courvoisier VSOP took place at all other Heathrow terminals for one week courtesy of the Heathrow Journey team. Inspired by one of the most famous travelers in history, this travel retail exclusive collection consists of three unique expressions of Courvoisier’s renowned VS, VSOP and XO cognacs. The range is presented beautifully in distinctive and opulent packaging inspired by the journeys of Napoleon and designed to appeal to modern, discerning consumers whilst tapping into the growing trend towards luxury. While the above activation took place at Heathrow, Americas Duty Free had the opportunity to speak with José Aponte, Beam Global’s Director – US, Caribbean and Mexico Duty Free. He tells us that travelers in the Americas will also soon be able to enjoy Courvoisier Le Voyage de Napoleon. The variant is slated for rollout in the Americas in May of this year.

White Gold targets worldwide consumers with redesigned “True Original” bottles

White Gold’s bottle redesign reflects the fact that the company’s consumer based has expanded significantly in recent years

Russia’s largest vodka maker is continuing with a redesign “become international and we must think not only about of its bottles that it started at the beginning of this year, consumers in Russia but worldwide.” offering a cleaner look for the bottle that houses the White In addition to the physical redesign, the signature of Graph Gold Original Vodka and removing many of the excessive Sheremetev, a long-time feature of the bottle, is being details on the earlier bottle. replaced with the words “True Original,” symbolizing purity White Gold CEO Kirill Kirakozov says the company’s prod- without additives and targeting the “true original man” as ucts are now famous all over the world, thus widening the the ultimate consumer. The company’s namesake brand has three variants: White consumer base and making it necessary for the company to reach out to vodka drinkers in diverse countries. The Gold Original, White Gold Premium (which contains a bottle redesign, he says, reflects this hugely expanded con- drop of ginseng extract and whose bottle was also sumer base. While retaining its attractiveness for Russian redesigned earlier in 2012) and White Gold Black Edition vodka lovers, Kirakozov says that the brand has now (positioned as the ultimate vodka for cocktails).

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Johnnie Walker Black Label and Smirnoff, just two of Diageo’s many world-famous spirits brands

Diageo partners with Princess and Norwegian for cocktail competition Diageo Global Travel and Middle East has announced a new 2013 partnership with Princess Cruises and Norwegian Cruise Line to deliver an onboard cocktail training program as part of the prestigious annual mixology competition Diageo Reserve World Class. Launched in 2009, Diageo Reserve World Class operates in 50 countries and has attracted more than 15,000 bartenders from all over the world to participate, using spirits from the Diageo Reserve collection. Diageo is a leading premium drinks business with a large collection of beverage alcohol brands across spirits, wines and beer categories, including Johnnie Walker, Crown Royal, JεB, Buchanan’s, Windsor and Bushmills whiskies, Smirnoff vodka and others. Beginning shortly, more than 400 cruise line bartenders will be trained in progressive cocktail trends and pitted against each other in a series of heats. A cruise line finalist will then go forward to take part in the Diageo Reserve World Class Bartender of the Year final, competing alongside bartenders from the four corners of the globe. Following a successful pioneering partnership with Princess Cruises last year, Norwegian Cruise Lines is welcomed to the program for 2013, placing both at the forefront of mixology trends. This partnership, says Diageo, highlights the increasing importance of the cruise channel in cocktail culture. “We are thrilled to be working with Diageo Global Travel and Middle East, Princess Cruises and Norwegian Cruise Line to immerse their bartenders in cutting edge cocktail trends,” said Philip Duff, expert mixologist at Liquid Solutions and training leader for the competition. “By equipping the ships’ bartenders with these progressive skills we are all helping to bring a unique fine drinking environment to cruise passengers the world over.” This year’s global final will be held in July 2013 aboard Azamara Club Cruise’s ship, Azamara Journey, while at sea in Mediterranean.

New Belaire Rosé launches in the Caribbean and beyond According to French legend, a monk who first tasted harmony of aroma, taste, body and finish. Belaire can be served on its own, presented within sparkling wine famously exclaimed, “Come quickly, I am tasting the stars!” The monk’s first taste of the “stars,” the tens a sparkling cocktail or paired with a favorite dish. The of millions of bubbles in each bottle of sparkling wine, com- company notes that at launch, Belaire was available in the UK, Hong Kong, the Netherlands, Japan, Pormenced the world’s love affair with bubbles. Belaire is a sparkling rosé wine crafted from a blend of tugal, Spain, Germany and Belgium. Daniel Mazier, Public Relations Manager for SovGrenache, Cinsault and Syrah grapes from the south of France, each selected for their vibrant, fresh character. The birthplace ereign Brands, notes that rosé lovers in the of Belaire is Provence-Alpes-Côte d’Azur, the breathtaking region Caribbean will also be able to get their hands on in the south of France made famous by the great nineteenth the brand: “The response to Belaire Rosé has been century French impressionists Monet, Cézanne, Manet and tremendous and we are confident the brand will Renoir. The region is known for its intensely blue skies, warm be as well received in the Caribbean as it has been in other markets across the globe,” he says. summers, plentiful winds and beloved rosé wine. Every delicate, sun-ripened grape variety selected for Belaire “We are excited to be launching this exquisite rosé adds special character to the blend, honoring the 2,500-year- in the Caribbean just in time for summer travel.” Sovereign Brands will be present at this old tradition of winemaking in Provence-Alpes-Côte d’Azur. Once the grape varieties are carefully blended, Belaire is month's IAADFS exhibition in Orlando to showaged to imbue it with an enlivening effervescence before bot- case Belaire Rosé to duty free store operators tling, creating a beautiful sparkling rosé with aromas of straw- and attendees at large. berry and blackcurrant, as well as a vibrant blushed coral hue. Belaire is a sparkling rosé wine crafted A final liqueur de dosage addition of 100% Syrah adds from a blend of Grenache, Cinsault and a sweet—but not too sweet—nuance, resulting in a perfect Syrah grapes from the south of France

www.dutyfreemagazine.ca THE AMERICAS DUTY FREE & TRAVEL RETAILING

As the 600 guests arrived to the party following the awards ceremony, they were given an opportunity to vote for their favorite cocktail in a new People’s Choice Award

Bacardi Cruise Competition

World-class

cruise creations

Bacardi announces its Cruise Competition Bartender of the Year and Chef of the Year in sunny Florida, marking the first time a bartender has won the cocktail portion of the event two years running BY RYAN WHITE

t press time, the 8th annual Bacardi Cruise Competition announced the 2013 Bacardi Bartender of the Year and Bacardi Chef of the Year at an exclusive awards event held on March 8 at the Bacardi Americas headquarters in Coral Gables, Florida. Adri Ford of Carnival Cruise Lines achieved the extraordinary when she was named the Bacardi Bartender of the Year for the second consecutive year. Her winning cocktail, the Bacardí Caribbean Hideaway, was created using Bacardí Oakheart, which this year was the required ingredient for the signature cocktail category. The Bacardi Chef of the Year was won by Alfredo Marzi of Princess Cruises for his dish Arawak’s Caribbean Style Pork Chop, which won the Entrée category and was made using Bacardí Superior rum. “With this year’s competition launched in the 150th anniversary year of Bacardí rum, it’s fitting that both winners’ recipes were inspired by Bacardí,” says Zachary Sulkes, Regional Manager, Bacardi Travel Retail Americas. Adri and Alfredo each received a glass trophy and a prize of US$5,000 for their winning entries chosen from four cocktail and four culinary finalists by a panel of judges that included cruise line and industry executives. The eight

finalists won from a record-breaking 2,800 entries received for this year’s competition. For the party which followed the judging and awards ceremony, the 8th floor of the Bacardi Americas Headquarters was transformed into a cruise ship where lighting effects recreated sunlight reflecting on the waves and themed spaces were inspired by the different experiences available onboard. As the 600 guests—including finalists and industry colleagues—arrived, they were given an opportunity to vote for their favorite cocktail in a new People’s Choice Award. Guests were served samples of each of the four finalist cocktails before they made their selection via iPads. The winning cocktail was again the Bacardí Caribbean Hideaway by Adri Ford. Sulkes added: “This competition has always been about showcasing new talent and this year we’ve rewarded more chefs and bartenders onboard cruise ships and ferries than ever before. I’m immensely proud to look back over the last eight years at what we and our cruise partners have achieved and to see new talent like Adri emerging and receiving the accolades she deserves. For Carnival Cruise Lines, Adri Ford’s win is its second major triumph this year, having already enjoyed success with its crew by winning a prize of an onboard Bacardí party for submitting the largest number of entries. c Bacardi Bartender of the Year Adri Ford (left) with Finalist Putu Supariana (right) Bacardi Chef of the Year Alfredo Marzi created the tantalizing Arawak’s Caribbean Style Pork Chop, made using Bacardí Superior rum

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In addition to Adri Ford, other Bartender of the Year finalists included:

Adri Ford’s winning cocktail creation, the Bacardí Caribbean Hideaway, made with Bacardí Oakheart

Enrico Basile

Royal Caribbean Bacardí Med-Mary Category: Martini Cocktail

Putu Supariana

Celebrity Cruises Grey Goose Kin-ky Strawberry Category: Highball

Marvin Rivera

Holland America Line Grey Goose Citrus Kiss Category: Rocks In addition to Alfredo Marzi, other Bacardi Chef of the Year finalists included:

Antonette Barrios

Cunard Line Seared Scallops & Mango Bacardí Limón vinaigrette Category: Appetizer

Ann Karlsson

Tallink Bacardí Oakheart Spiced Superior Salmon Category: Signature Dish

Melcio Mirandilla

Holland America Chocolate Bacardí Oakheart Ginger Pudding Category: Dessert