This year, American holiday travel is expected to rise sharply from last year, and average travel spend will go down as travelers balance indulgence with a tighter budget. In response, spirit brands are reshaping duty-free shopping, a category that dominates the global travel retail market, projected to reach $153.3 billion by 2030.
If you’re traveling this holiday season, consider these tips & tricks to enhance your duty-free shopping this winter. Leila Stansfield, Bacardi Managing Director of Global Travel Retail, shares shopping tips and insight on holiday airport activations around the world worth looking out for — especially for those traveling to the Caribbean this holiday season.
How to get a better value on your favorites
“At Bacardi, we focus more on the total value we offer versus just the price point. I recommend that travelers look for products that are unique to duty-free, things that cannot be found back home, perhaps limited editions that are only available for a short time. To maximize savings, travelers should look for twin packs and bundled offers,” Stansfield shares.
“Also, keep an eye out for gift-with-purchase promotions and shopping during seasonal campaigns can further enhance value; for example, during Diwali, our DEWAR’S premium Blended Scotch whisky range came with a limited-edition celebratory packaging. A great way to be guided on what’s new or special in-store is to talk to ambassadors in the store – they’re the go-to experts for what’s new and special.”
Limited-edition and travel-retail-exclusive bottlings add significant value for travelers by offering products they can’t buy anywhere else.
“These exclusives create a sense of discovery and scarcity, making the purchase feel special and unique. For many travelers, the chance to buy a rare or innovative bottle, often with distinctive packaging or cask finishes, transforms a routine shopping experience into a memorable moment. In fact, around 53% of duty-free shoppers are actively seeking gifts or new products, and these exclusives are a key reason they choose to buy in the channel,” she shares.
Airport activations around the world
“Duty-free is really about discovery and taking a piece of a destination home with you. Whether it’s a bottle of ST-GERMAIN from France, BACARDÍ rum from Puerto Rico, or DEWAR’S Blended Scotch whisky from Scotland, each purchase allows travelers to connect with the story, craftsmanship, and spirit of the place it comes from,” says Stansfield.
“We’ve also brought these ‘home city’ stories to life in international airports through digital engagement and loyalty tie-ins, such as DEWAR’S, BACARDÍ, and BOMBAY SAPPHIRE’s partnership with major duty-free retailer Avolta to offer their loyalty club members a discounted distillery experience with purchase, enticing them to visit brand homes for deeper look into the heritage and artistry behind our brands.”
Airport activations also showcase regional differences, providing unique experiences for travelers. “For example, in Europe, Bacardi’s music-led activations and cultural partnerships in collaboration with Ushuaïa Ibiza and PATRÓN tequila drive engagement. In Asia, travelers are looking for a seamless, one-stop experience that blends the physical and digital worlds. In the Americas, travelers respond strongly to immersive experiences and gifting stations, with 17% of purchases driven by gifting. Ultimately, tailoring activations to local tastes, travel patterns, and engagement preferences is key to maximizing impact,” she shares.
Shopping duty-free in the Caribbean
The Caribbean is one of the top travel destinations during the cold winter months. As such, travelers often look to “bring the islands home” by recreating their holiday cocktail experiences and extending the vacation vibe to home. Stansfield suggests holiday season travelers keep an eye out for several BACARDÍ rum travel exclusives this year, including the BACARDÍ Gran Reserva Especial (16-Year-Old) and the Casa BACARDÍ Special Reserve, which can only be bottled at the brand’s home in Puerto Rico.
Rum shopping
“The brand is also leaning into the cruise channel, transforming the San Juan Cruise Port into a branded destination with a dedicated rum bar, sampling experiences, and custom labelling,” she says. “In the Caribbean, we offer exclusive bottlings, limited-edition packaging, and experiential activations. U.S. travelers are drawn to products like BACARDÍ Reserva Ocho and SANTA TERESA 1796 due to Rum brands being associated with the Caribbean lifestyle.”
“Shopping for rum in the Caribbean is unique due to direct access to distillery exclusives, locally inspired blends, and immersive brand experiences. Travelers can engage with the craftsmanship and history firsthand, often with opportunities for tastings and personalized gifts that aren’t available in domestic markets.”
The evolving nature of the duty-free landscape
“Today’s travelers are prioritizing exclusives and gifting, making unique or limited-edition products key to their duty-free purchases,” says Stansfield. To meet the changing needs of travelers, Bacardi is innovating across multiple pillars. “Digital personalization plays a key role, with QR-enabled Rum and Tequila Selectors at activations in Miami and Frankfurt helping travelers find the perfect product for their tastes and lifestyle.”
Additionally, exclusive releases and limited editions offer travellers unique flavour experiences. Examples include SANTA TERESA Coffee Cask Finish and DEWAR’S 16 Year Old blended whisky, available online at GTR. Rare single malt casks, such as the Aberfeldy Madeira Cask Finish, are curated exclusively for GTR and refreshed annually, providing rich, fruity notes and a collectible experience.
