Pernod Ricard’s luxury whisky brand Royal Salute has made waves in the Middle East thanks to the sale of its Platinum Jubilee Collection in Dubai Duty Free for $140,000 this month.

The transaction at Dubai International Airport, the world’s second-busiest airport after Hartsfield-Jackson Airport in Atlanta, is the largest single transaction in the wine and spirits segment in Dubai Duty Free’s 41-year history. Last year, the retailer’s total sales reached $2.16 billion.

The record sale went to an avid collector of the Royal Salute range popular in Asia, whose nationality was not disclosed by the brand or retailer.

From Dubai Duty Free’s perspective, the sale underlines its reputation as a premier destination for luxury brands in the Middle East. As such, it is more than just a transaction and sets a benchmark for luxury spirits in airports worldwide.

Ramesh Cidambi, Managing Director of Dubai Duty Free, said in a statement: “We are committed to enhancing our customers’ travel experience. With the Royal Salute luxury boutique in Hall A and the recent renovations of our liquor stores in Hall B, we are confident that we are offering travelers a world-class service.” The recently opened Royal Salute boutique is located in the departure hall of Terminal 3.

The transaction is also a reflection of the partnerships that Dubai Duty Free – by far the largest travel retailer in the region – continually cultivates with luxury brands. In the case of Pernod Ricard Global Travel Retail, the relationship is long-standing.

“This sale is a true testament to our close partnership,” commented Vipin Palliyath, General Manager of Pernod Ricard GTR – India, Middle East and Africa. “It is indicative of the interest shown by connoisseurs and collectors in the region.”

“A piece of liquid history”

The Royal Salute Platinum Jubilee Collection has a very special appeal for Scotch collectors. It was created as a tribute to the late Queen Elizabeth II, who passed away in September 2022 on the 70th anniversary of her accession to the throne.

The complete set consists of seven crystal decanters, one for each decade of the Queen’s reign, inspired by the monarch’s colorful brooches. The Pernod Ricard brand also has a historical connection to the British monarchy that spans these 70 years, as the first Royal Salute jugs were produced in 1953 to commemorate the coronation of Queen Elizabeth II.

The collection’s rarity – only 147 bottles were produced – and the brand’s unique historical links to the monarchy give it some coveted credentials. Palliyath described the collection as “a prime opportunity for those looking to acquire a piece of liquid history.”

Last year, Pernod Ricard released The Coronation of King Charles III Edition of Royal Salute, another limited edition of 500 bottles made from a blend of 53 different whiskies, priced at $25,000. The brand has also recently increased its presence in travel retail, for example at Sydney Airport last year.

The wine and spirits category is Dubai Duty Free’s second-largest after perfumes, with sales reaching $310 million in 2023. The retailer’s stores at Dubai International Airport attract shoppers of all price ranges, but luxury spirits remain a target for brands given the high-spending Indians, Russians and other nationalities who frequent the airport.