Diageo – Travel Retail Community


the challenge

Diageo wanted to establish a regular consultation process, whereby they could get regular feedback on new products, packaging and advertising ideas in the Global Travel Retail channel. Historically, interviewing passengers had been difficult as regular flyers who purchase alcohol in duty free shops are a fluid and disparate customer group.

what we did

We worked closed with Diageo to create the world’s first global Travel Retail online panel of flyers.

how we did it

The community allowed Diageo to hear from people from all over the world on a weekly basis, build norms around advertising, concepts and product packaging and develop a deeper understanding of the ‘airport retail’ experience.

the results

The Diageo Travel Retail insight team were able to respond to issues much more quickly and provide their business with a constant stream of fresh insight and understanding. Their community was a central tenet of them being rated as ‘Manufacturer with best insight capability in Travel Retail’ in 2010 and winning ‘Diageo Best Insight Team’.

the team


Gavin Holt

Senior Research Director

client quote


“The online air traveller community that we have established at Diageo has been a real breakthrough for us and fits with our business needs perfectly. It is global, quick, great value and revealing. Most importantly though the service that VSL (Join the Dots) provide is fantastic – they are

passionate about it and provide quality analysis and understanding that helps drive our business forward…every week!”

Alistair Millar
Head of Consumer & Shopper Planning
Diageo GTME