Shifting sands: fresh category opportunities in GTR

Traditional spirits categories are coming under increasing pressure in global travel retail (GTR), as shoppers progressively move towards emerging segments, including tequila, and Japanese and Irish whiskey.

Whisky as a whole remains the principal growth driver in GTR, while vodka also traded ahead of total spirits in the channel during 2025, but while Cognac has been dealing with widespread headwinds, early indicators in 2026 suggest a more positive year.

Duty free in general continues to present opportunities for brand owners, outperforming most domestic beverage alcohol markets. Combined spirits and wine GTR volumes rose by +5% in 2025 according to IWSR data.

Spirits and wine both posted value* increases in 2025 – up +7% and +5% respectively – and all four regions covered by IWSR recorded value growth, led by Europe (+11%) and Africa/Middle East (also +11%), followed by Americas (+7%) and Asia-Pacific (+2%).

However, this masks pronounced regional variations, including a lacklustre spirits performance in Asia-Pacific – despite continued strong growth in India – and, in the Americas, a split between a buoyant Latin America and a softer North America.

“In global travel retail, traditional spirits categories are being challenged by rapid shifts in consumer preferences,” explains Charlotte Reid, IWSR Senior Insights Manager – GTR. “Spirits delivered aggregate volume growth of +6% and value growth of +7% in 2025, with considerable divergence in performance between sub-categories.

“Japanese whisky and agave spirits surged, while Cognac suffered one of its worst declines in several decades. Flavoured gin also fell as consumers migrated towards vodka and RTDs.”

Spirits: whisky dominates, but emerging categories prosper

Whisky was the dominant growth driver in GTR during 2025, with value rising by +12%, according to IWSR data, although performances varied widely across its sub-categories: Scotch whisky and American whiskey both posted +10% value increases in the year, while Irish whiskey rose by +11% – but Japanese whisky stood out with a +44% value rise, with volumes up +37%.

“Japanese whisky was the standout category in GTR during 2025,” reports Reid. “Growth was driven by its strong cultural cachet, traveller curiosity and a genuine willingness by consumers to spend at or above the premium tier.