Fratelli Branca Distillerie is placing the 240th anniversary of its renowned vermouth Carpano at the heart of its presence at TFWA World Exhibition & Conference in Cannes next week, as the Italian drinks house seeks to build the profile and distribution of its Branca portfolio in global travel retail.
In addition to Carpano, the company will showcase Fernet-Branca, Brancamenta, Antica Formula, Punt e Mes, Stravecchio Branca, Borghetti and Grappa Candolini during the 27 September-1 October event [Blue Village F13].
Fratelli Branca said its aim is to give travel retailers a broader view of the portfolio, “bringing together brands with distinct identities, categories and consumption occasions within a coherent commercial proposition”.
Carpano’s rich history
Carpano was founded in Turin in 1786, when Antonio Benedetto Carpano created a formula combining wine with herbs and spices that helped establish the vermouth category.
The brand’s history is closely associated with the wider development of vermouth and Italian aperitivo culture.
Carpano will have a dedicated area on the Fratelli Branca stand, with its history and range highlighted through guided tastings and signature serves.
The company said it will also use the exhibition to position its brands as a complementary portfolio spanning aperitivo, cocktail and after-dinner occasions, with discussions centred on distribution, market-specific assortments and opportunities to broaden listings.
The stand will feature a cocktail bar alongside two dedicated meeting areas, providing space for tastings, product discovery and discussions with buyers and other partners.
Fratelli Branca Distillerie International & Domestic Sales Director Manuela Savardi said: “TFWA gives us the opportunity to discuss the Branca portfolio with our partners as a coherent whole, across markets and consumption occasions.
“Travel retail is a particularly important channel in which to strengthen the visibility of established brands while creating opportunities for broader assortments and reaching an international consumer base.
“Carpano’s 240th anniversary gives this year’s presence a distinctive focus within a wider commercial conversation about the long-term development of the portfolio.” ✈
