Flying Kiwi meets Travelling Omelette with a drop of Penderyn in between

The following two tabs change content below.

We’ll keep a welcome in the hillside.
We’ll keep a welcome in the Vales
This land you knew will still be singing
When you come home again to Wales.

– We’ll Keep a Welcome, music by Mai Jones, lyrics by Lyn Joshua and Jimmy Harper

First Cardiff. Then Alicante–Elche Miguel Hernández. A tale not of two cities but of two very different airports, the former having served some 881,000 passengers last year, the latter almost 18.4 million.

I flew out of Cardiff Airport on Monday and, courtesy of excellent low-cost Spanish airline Vueling, into the gateway of this beautiful port city on Spain’s southeastern Costa Blanca, my temporary base while I journey in and out of Wales over coming months due to my daughter Sinead’s illness.

There might not be a welcome in the hillsides though when I return for the All Blacks vs Wales rugby encounter next month. Wales last beat the All Blacks on 19 December 1953. Despite contrasting evidence of my age in the photo below with my peers, taken at the magnificent Dan-yr-Ogof Caves in South Wales, that’s even before I was born.

From Vueling to a view of the Mediterranean from my new Interim Alicante Bureau

We, and others, write so much about the big airports of the world but we should never forget the role played by small and medium gateways.

Flying out of Cardiff Airport was a very different experience to my more familiar exit points, such as Hong Kong International and Heathrow, but what a pleasure it was to be whisked through check-in and security within a matter of minutes before encountering the Avolta-run (though World Duty Free branded and even, oddly, Nuance-signposted) walk-through duty-free store.

Branding curiosity: When the Cardiff Airport duty-free contract was renewed for 12 years in August 2021 by Dufry (subsequently renamed Avolta in 2023) it was operating under Nuance (acquired by Dufry in 2014) branding. At the time, Dufry pledged to rebrand the store as World Duty Free (acquired by Dufry in August 2015). But as any student of the travel retail sector will observe, the branding is still very much Nuance, from the name itself to the dynamic ribbon forming a globe with an ‘n’ inside. Confused? Well at least the Club Avolta signage (below) helps clear things up. I hope.
(Above and below) Club Avolta makes a welcome appearance but the Nuance branding refuses to die

My photos below tell the story of a compact but quality duty-free offer, well-pitched to the passenger numbers and profile.

I was particularly pleased to note the strong presence of Penderyn, a superb Welsh Whisky for which I have a great affinity. In fact, its Brecon Beacons Distillery, Visitor Centre and shop is just a 30-minute drive from Ystradgynlais, South Wales (where Sinead resides). A definite stop on my next visit, a few weeks from now.

Noticing the brand’s high-profile promotion and tasting, which was proving extremely popular despite the mid-Monday morning timing, I was welcomed warmly by Penderyn Account Manager and Brand Ambassador Lee Morgan, who invited me to taste the Penderyn Faraday travel retail-exclusive single malt Welsh Whisky from ex-ruby Port casks.

So a Kiwi and a Welshman walk into an (airport) bar… well it would be rude to refuse a Welsh dram, right?
At £44.99 and only available in duty free, the delightful Penderyn Single Malt Welsh Whisky Faraday expression is precisely the kind of proposition airport retailers must offer to differentiate themselves from high street and ecommerce rivals and make travel retail a journey of discovery

My palate might not have been best attuned to sipping whisky at that hour of the morn but a combination of the TREX status, the renowned quality of Penderyn and Lee’s persuasiveness overcame my admittedly feeble resistance.

It was time to fess up my professional interest in Penderyn. I asked Lee if he knew Simon Roffe, Director of Business Development at Penderyn’s owner, The Welsh Whisky Company. Very well indeed, was the answer, for it transpired they are close colleagues.

Simon is a great bloke doing a fantastic job for the brand on the international stage, building commercially on the amazing work of Master Blender Aista Phillips and her all-women distilling team. 

Due to my imminent final call – and now much to my regret – I rushed off without purchasing that beautifully packaged, superbly balanced TREX. Definitely a purchase next time through Cardiff.

(Above and below) A really good example of a brand tying into the wider airport ecosystem via a lounge promotion (above) and promotional signage (below)

As mentioned, I flew to Alicante onboard Vueling, enjoying the first of what I suspect may be many Cavas (this time from Codorníu) over coming weeks and a tasty Cune Rueda Verdejo to accompany my splendidly named La Tortilla Viajera (magnificently translated, I thought, as The Travelling Omelette).

Flying Kiwi meet Travelling Omelette. Not, for sure, the first time I have had egg on my face during my journalistic career.

To my surprise I saw the Buy OnBoard and duty-free magazine ran to 52 pages, packed with a well-ranged fragrances, cosmetics, electronics and accessories offer.

No spirits onboard alas but I did do my bit for our industry by buying an excellent Akashi Fast-Charging Powerbank, just what I need to ensure no component of ‘The website that never sleeps’ ever nods off at my Interim Los Arenales del Sol, Alicante Bureau.

From one Avolta-run travel retail store to another, Alicante Duty Free greets arriving passengers in style
And Club Avolta makes another high-visibility appearance

And to perhaps the oldest wine writer

Leave a Comment