Whisky on the Fly: Unpacking The World of Travel Retail

International travel opens up a world of unforgettable experiences and a world of opportunity for whisky shoppers. Airports, border shops, ports, airplanes, cruise ships, and ferries all offer a chance to buy whisky in Travel Retail with no taxes or duties, and thus potentially cheaper than what you’d pay at home. Over the years, Travel Retail has become very big business, with airports in particular offering sophisticated high-end shopping venues.

Modern Travel Retail is engineered to steer a captive audience through a gauntlet of eager salespeople and flashy advertising for alcohol, tobacco, fragrances, cosmetics, oversized chocolate bars, toys, gifts, souvenirs, sunglasses, electronics, and travel accessories. In some airports, passengers must pass through the shopping areas right after security before they can reach the main lounge.

But even the most time-pressed traveler will note that not every bottle offers a fabulous deal. The savings are nearly impossible to calculate when the stores are stocked with Travel Retail exclusives—special releases not available at your local liquor store. Things are made harder still when prices are in a different currency or with bottle sizes different from the usual 700 or 750-ml sizes. You’ll probably only spot a handful of recognizable whiskies to use as a reference, but those you can buy at your local liquor store anyway. Because check-in and security lines occupy so much time before takeoff, you’ll need to make the most of your opportunity once you step airside. Don’t deliberate too long: Just focus on choosing a great whisky. Here we offer some pre-flight checks for the traveling whisky hunter.

5 Things to Know Before You Go

Local Can be Best. Often the focus is on local whiskies. Just look at the bourbon selection in Cork & Barrel in the Blue Grass Airport in Lexington, or Dublin Airport’s The Loop and its single pot still Irish whiskey selection as examples.

Never Seen That Before. Travel Retail is a hotbed of innovation in which companies develop a steady stream of new whiskies exclusively for the channel, viewing it as having the same importance as a top export market.

Flipper’s Hunting Ground. Access to these shelves is limited to eligible travelers, and that limited access makes the products attractive to flippers, who hope that people will pay for an otherwise unobtainable whisky.

Wild Finishes. Cask finishing is particularly prominent in Travel Retail, where you can find double, triple, quadruple, and even quintuple cask-finishing techniques.

Different Sizes and Strengths. Cask strength versions of well-known classics, large-format 1-liter bottles, and limited-edition packaging are all on offer to attract the hurried traveler.

5 Questions to Ask Before Buying

How much whisky am I getting, and what’s the ABV? Travel Retail whiskies are sold in a variety of sizes from 200 ml to 1 liter, so always check the label and box. You may be getting more or less whisky than you think. As for ABV, certain bottlings are exclusive because they carry a higher ABV than the regular edition, giving you more bang for your buck.

Can I try before I fly? Look for sampling bars or interactive experiences where whiskies are being poured. These are not available in every airport, but it’s still worth asking a store associate for a tasting sample. If you can’t try it, see if the label has tasting notes and base your decision on whether the flavor profile is similar to other whiskies you’ve enjoyed before.

What’s with that age statement? There’s an abundance of non-age statement Travel Retail exclusives, but there are plenty of age-stated expressions too. The ages, however, are often different from those at your local store. You might not find the 12 year old single malt you love, but you may find the distillery has produced an 11 or 13 year old that you haven’t seen before.

I know the distillery but not this expression: Is this a Travel Retail exclusive? Most likely. Many Travel Retail exclusives are clearly marked on the label or the price tag on the shelf. These are only sold in Travel Retail channels, but remember, exclusivity is not the same as excellence. Other than buying it at auction, now is your only chance.

Are there discounts or sales? Certain Travel Retail stores run loyalty programs, such as Club Avolta at the UK’s World Duty Free, which allows shoppers to earn rewards and get a member discount. Other bargains can be obtained, like an extra 10% off for using “collect and reserve” plans if you order your whisky in advance of your trip.

Getting the Whisky Home: Do’s and Don’ts

❖ U.S. residents carrying alcohol into the U.S. must comply with federal law and the laws of the first state where they arrive. U.S. passengers aged 21 years or older can bring in one liter purchased duty free in Travel Retail, and it must be for personal consumption only. You can bring in more alcohol if traveling from the U.S. Virgin Islands or some Caribbean destinations.

❖ Residents may exceed their personal allowance, but they need to pay customs duty and federal taxes on every bottle of whisky imported once they go over their exemption. Importing large amounts of alcohol may raise suspicion among customs agents that the goods are being brought in for commercial purposes, which requires a permit.

❖ Purchases carried as hand luggage must be packed in a Security Tamper Evidence Bag or STEB. These sealed bags can be taken through security checkpoints on connecting flights anywhere in the world apart from Australia, providing they remain unopened.

❖ Try to avoid buying alcohol in ceramic containers for your carry-on, as customs agents cannot easily verify the color of the contents, so these have a greater risk of being confiscated once you disembark and attempt to enter the U.S.

❖ Whisky at not more than 70% ABV in checked bags is limited to 5 liters per passenger (1.3 gallons or seven 700 ml bottles) and must be in unopened retail packaging. If you’re traveling with children, remember that passengers under the age of 21 cannot bring whisky into the U.S., neither as purchases bought in Travel Retail shops or in their checked luggage.

❖ The Federal Aviation Administration regulations prohibit travelers from consuming alcohol on board an aircraft unless it’s served by a flight attendant, so stow your bottles safely during your flight.

Shopper’s Paradise: International Airports with Major Travel Retail Venues

Travel retail can be found at airports around the globe, but here’s a look at some of the world’s biggest operations. (in alphabetical order)

AMS Amsterdam, The Netherlands
BOM Mumbai, India
CDG Paris, France
DOH Doha, Qatar
DUB Dublin, Ireland
DXB Dubai, UAE
EDI Edinburgh, Scotland
FRA Frankfurt, Germany
HAK Hainan, China
HKG Hong Kong, China
ICN Seoul, South Korea
JFK John F. Kennedy, USA
LAX Los Angeles, USA
LHR Heathrow, England
MEL Melbourne, Australia
MUC Munich, Germany
NRT Narita, Japan
PVG Shanghai, China
SIN Changi, Singapore
TPE Taoyuan, Taiwan