A stand-alone subsidiary of World Duty Free, specialising in tasting and selling the best whisky that money can buy. Stores in UK airport terminals.

Task: Complete brand reappraisal, rebranding and remerchandising of UK terminal stores.

Results: Sales uplift of 14% yoy, 8.5% margin improvement, customer dwell times up 28%, and great peer group acceptance commentary.

Martin Moodie (The Moodie Report) is quoted as saying:

“World of Whiskies, the BAA-run specialist store that is said to stock over 300 whiskies from around the globe. Now this is what I call specialist retailing – a nice open store, where the product is the hero and there’s hardly a price message in sight… Note also the excellent segmentation of the offer – Fine & Rare, Gifts, Highlands, Islands, Islay and Speyside. Throw in a decent smattering of Irish, American, Canadian and other whiskies and you know why whisky aficionados love visiting this store. Travel retail loves to use acronyms – LAGs, STEBs etc. World of Whiskies has one too, and richly deserves it – WOW.”