FRANCE. Brown-Forman Global Travel Retail (GTR) is presenting its super premium+ portfolio at the ongoing TFWA World Exhibition in Cannes (Beach Village 01, Stand 11).
The exhibition space offers exclusive tastings and immersive brand experiences, with a particular focus on super-premium brands Ron Diplomático rum and Gin Mare.
Brown-Forman GTR Vice President and Director Nick Mogford said: “This event allows us to connect deeply with partners and customers while showcasing how our brands enhance and elevate the global travel experience.
“I’m thrilled to have two of the most knowledgeable and passionate brand experts on hand to share their deep expertise and enthusiasm with our visitors and our team: Nelson Hernández, Maestro Ronero Ron Diplomático and Rachel Barrie, Master Blender for our Single Malts Glenglassaugh, The Glendronach and Benriach.
“Their presence elevates our entire experience, and I’m confident that this is a further step in continuing the exciting journey of growth and success for our brands in the GTR channel.”
Brown-Forman’s exhibition booth invites delegates to engage in interactive experiences.
The exhibition space features partially hidden curved ribbed wooden walls at the entrance, leading to a three-metre bar that offers expansive views of the booth and its terrace overlooking the Mediterranean.
Brand Advocates are available to guide visitors through tastings, introducing the depth and complexity of Brown-Forman’s super premium+ offerings.
Key highlights
Guests can explore Brown-Forman’s key brands, including Jack Daniel’s super premium+ portfolio featuring the Single Barrel and the GTR-exclusive American Single Malt.
Woodford Reserve is also on showcase, with an exclusive display of the brand’s Double XO, finished in luxurious XO Cognac casks. The Master’s Collection is also in the spotlight, including the Sonoma Triple Finish and the Batch Proof Series 121.2.
Brown-Forman is presenting select single malt Scotch whiskies from Benriach, such as The Glendronach and Glenglassaugh. Notably, the Glenglassaugh 49 Year Old from the Serpentine Collection will be highlighted as a GTR exclusive.
Further attractions at the booth include rare and exclusive single malt editions, reflecting the brands’ expertise in whisky-making.
Each of the brands offers distinct flavours and cask collections, and all three have shown strong growth potential over the past three years.
Focus on super-premium spirits
A strong super-premium focus features Brown-Forman’s latest newcomers Ron Diplomático and Gin Mare. The addition of these brands underscores the company’s commitment to expanding its super-premium+ offerings while enhancing the diversity and luxury of its selection.
Noting the increasing demand for premium+ rum in global travel retail, Ron Diplomático is set to take centre stage at TFWA Cannes.
Visitors will have the rare opportunity to meet Diplomático Master Blender and Distiller Maestro Ronero Nelson Hernández as he introduces delegates to the brand, which has been crafted under his expert guidance for almost 40 years.
Ron Diplomático’s heritage, alongside its Reserva Exclusiva, Single Vintage and Ambassador expressions, will be central to its presence.
Standout features at the exhibition space also include Gin Mare and ultra-premium Mediterranean gin, Gin Mare Capri, known for its distinctive botanical flavours.
The Gin Mare area offers a cosy space to discover its exclusive offerings.
Exclusive tastings
To elevate the experience, Brown-Forman will host tasting sessions along with the brands’ master blenders. These include Rachel Barrie, who will present the single malt whisky portfolio and share her expertise on blending techniques and the characteristics of each whisky.
Hernández will meanwhile join guests at the Ron Diplomático area to teach them the art of rum sipping and the versatility of the brand’s premium expressions.
On the terrace, guests are encouraged to enjoy the Gin Mare World, where a bartender creates signature cocktails showcasing the signature Mediterranean botanicals that characterise Gin Mare, including Arbequina olives, rosemary, basil and thyme.
Sustainability at the forefront
To bolster its commitment to sustainability, Brown-Forman has largely reused materials from last year’s stand, continuing its focus on ethically sourced timbers and durable, timeless furnishings designed to outlast multiple TFWA exhibitions.
In addition, Brown-Forman GTR has today (1 October) hosted the WiTR+ Meeting & Networking Event, where it offered opportunities for connecting and exchanging insights, further strengthening relationships within the global travel retail community. ✈
