FRANCE. Leading drinks group Brown-Forman is showcasing its extensive super-premium spirits portfolio at the ongoing TFWA World Exhibition & Conference in Cannes (Beach Village 01, stand 11).
Brown-Forman Vice President and Managing Director GTR David Rodiek said: “The TFWA World Exhibition & Conference in Cannes is a cornerstone event on the travel retail calendar, and we are thrilled to showcase an exceptional programme at our Brown-Forman Global Travel Retail lounge.
“Our objective is simple, yet powerful: to demonstrate how our brands elevate and enhance the experience for travellers around the world. We are proud of the successful trajectory of our GTR business, and this trade show provides an ideal platform to connect with our valued partners and customers.”
Brown-Forman’s high-visibility pop-up concept replicates the aesthetics of a premium airport lounge, with the interior partially hidden behind a welcome area defined by curved, ribbed, wooden walling.
Inside the exhibition space is a three-metre bar that overlooks the entire booth and a terrace that offers a view of the sea.
Hosted by Brand Advocates, the bar serves Brown-Forman’s selection of super-premium spirits including core brands such as Woodford Reserve, the Scotch Single Malts (consisting of Benriach, The GlenDronach and Glenglassaugh), Gin Mare and Ron Diplomático. It also offers global travel retail-specific innovations such as Jack Daniel’s American Single Malt and other super-premium expressions from the whiskey brand.
Among the key attractions of the Brown-Forman pop-up is the Jack Daniel’s section, which highlights the McLaren F1 Racing car and the JDXMcLaren Limited Time Offer edition. The replica show car was first unveiled at Amsterdam Airport Schiphol last month.
Jack Daniel’s Master Distiller Chris Fletcher will be on-site to present the American whiskey and the family of brands associated with this label.
Brown-Forman will also shine the light on Gin Mare, a recent addition to its portfolio. The gin brand has been named the number one ultra-premium gin globally for the last five years, according to the drinks company.
Brand-Forman is offering visitors uniquely crafted Gin Mare drinks during the Mediterranean Hour on its terrace. The space features a bar and low-level seating complemented by Mediterranean decorations, including a herb garden as well as olive and citrus trees.
Gin Mare Global Brand Ambassador Robyn Evans will be joining the guests everyday (except Tuesday) from 5pm to 6pm.
To strengthen its commitment to sustainability, Brown-Forman’s pop-up was built with timbers and structural products ethically sourced from sustainable and regenerative forests. Some decorative features such as the Benriach wall have been created using reclaimed whiskey barrels. ✈
