The Duty Free Channel accounts for over 27 million cases of premium spirits each year and grew by 7 % in 2011. Duty free shops at US airports were higher at +11.8% *. So it made perfect sense for Greenhouse to execute the Retail Travel program for Brown Forman’s premium American whiskey in this channel.
Global brand building at the local level.
*Source: DFNI Magazine, August 2012
By focusing on high traffic, international airports, Greenhouse was able to increase global brand awareness in a personalized and hyper-local way.