Alpha Retail at Manchester Airport

Alpha Retail at Manchester Airport: "Liquor, Tobacco & Confectionery

Walking into Manchester Airport with Phil Shilson and the Alpha team, one is immediately struck by how hard Manchester Airport is working to help its retail partners and lure its consumers airside.

Giant signs (pictured second top row middle) hang from the ceiling promoting the retail offer that lies within. The message is clear. It's time to go through departures and start shopping�

Once airside in the new-look terminal two we walk around to the main entrance - a nice, open and alluring fragrances & cosmetics area refurbished 18 months ago. But we leave the beauty sector for later. Phil wants to show us his new baby first.

That's the revamped wines & spirits sector, a clean elegant new area where the value message is dominant. First up is the promotional area, offering 'any two for �30' or 'any two for �30'.

The elegance of the unit helps to send out a value rather than discount message. And it's paying off in a major way. Alpha Airport Shopping Head of Liquor and Tobacco Martin Petchey notes: 'The promotional unit, particularly driven by the two for �30 offer, has seen an increase from around 4% to about 8-9% of the liquor mix.'

Nearby the white spirits area is a highlight of the upgraded area with contemporary features set against a stark white wall and coloured mood lighting used to create a neon nightclub effect. It's bright, well-branded, colourful and accessible. 'It's a bit of a wow, isn't it?' Phil Shilson chuckles.

Vodka is the star - 'it's gone through the roof' says Petchey - with brands such as Smirnoff and Absolut underlining how much good display can bring white spirits to life. Bombay Sapphire and Gordon's lead the gin charge, which is also seeing"