Before the pandemic hit, international sales of Four Pillars’ gin range at duty-free terminals around the world was the fastest growing part of the business. However, with international travel stalled over the last few years, the business’ airport-based sales suffered. Now, Four Pillars is looking a bit closer to home for its next launch. This week, Four Pillars launched a dedicated pop-up store in terminal one at Melbourne Airport, showcasing a selection of its core spirits and limite
limited releases, as well as a range of chocolate, marmalade, salt and other products using leftover ingredients from the distillery.
The pop-up will stay open until July, and aims to bring the gin brand to more Australians and tourists as domestic travel opens back up.
“We’re very positive that domestic travel [will] come back fast in Australia,” Mark Lawton, global trade director at Four Pillars, told Inside Retail.
“We saw it back in 2020 once everything opened, and I’m really positive that travel will open back up soon, especially between Sydney and Melbourne.”
The pop-up is the latest part of a collaboration with airport retail specialist Lagardere Travel Retail, which previously put Four Pillars into duty-free stores across Auckland and Hong Kong.
Meeting customers where they are
Launched in 2013, Four Pillars has only two other physical spaces in Australia: its main distillery in Healesville, Victoria, and a ‘Laboratory’ site in Sydney’s Surry Hills.
Lagardere Pacific chief executive Przemek Lesniak said the business is excited about the evolution of the partnership, and that they’re thrilled to bring Four Pillars’ retail experience to life.
It’s also exciting, Lawton said, as it’s Four Pillars’ first branded airport site, and a great way to get the brand in front of a customer that typically has some time to kill.
“Business travellers are often rushed after work and have family commitments, so one of the times when they have an hour or so to themselves is at the airport,” Lawton said.
“It’s a good opportunity to do some shopping and enjoy some drinks, so we’re excited to give them the chance to check out our limited releases that they could typically only find in our more traditional retail experiences.”
While the pop-up’s primary purpose is currently as a store, as CovidSafe rules ease Lawton is hopeful it can begin offering gin samples to travellers, and potentially turn them into fans.
“Airports are a super important part of our business around the world, especially as travel opens back up. Customers are ready to spend on luxury items, and we play into the luxury spirit space, so it’s really important to us,” explained Lawton.
