Brown-Forman Global Travel Retail is set to showcase the Jack Daniel’s and premium+ whiskey opportunity at TFWA World Exhibition in Cannes (Beach Village 01, Stand 11), alongside the latest evolution of its digital engagement strategy.
The ‘Be a Traveller, Not a Tourist’ digital engagement platform forms part of the company’s expanding investment in high-impact activations across key global travel hubs.
The Cannes showcase will also put the spotlight on Woodford Reserve, The Glendronach and Brown-Forman’s super-premium+ spirits portfolio.
Brown-Forman Director Global Travel Retail Oscar Camargo said, “We are significantly stepping up our investment in premium travel retail experiences, with a growing number of impactful activations planned across major hubs around the world.
“By scaling proven ideas across key travel destinations while tailoring them to the traveller, we are creating a consistent level of distinctive, immersive brand experiences wherever the journey begins.”
Engaging travellers throughout the journey with Jack Daniel’s
Jack Daniel’s will be a key focus for Brown-Forman in Cannes, with the company highlighting the brand’s premium whiskey trademark in travel retail and premium+ whiskey status across the channel and domestic markets.
The presentation will also feature the global ‘That’s What Makes Jack, Jack’ campaign, alongside activation concepts focused on traveller engagement.
Alongside the activation, the brand has rolled out what it describes as its most strategically targeted media programme to date across key hubs including Seoul, London and Dubai, with Amsterdam currently live.
The programme combines high-impact airport OOH with data-driven digital targeting of confirmed travellers before and during their journeys.
Designed to connect Jack Daniel’s with the travel experience, the ‘Be a Traveller, Not a Tourist’ digital engagement tool offers travellers city recommendations worldwide.
The Jack Daniel’s portfolio will also feature the latest permanent addition to its Single Barrel family, Jack Daniel’s Single Barrel Heritage Barrel, an ultra-premium expression only available in global travel retail and the US domestic market.
Aged for a minimum of seven years in specially toasted barrels, the expression celebrates the brand’s whiskey-making traditions, with rich notes of vanilla, oak spice and sweet caramel.
Woodford Reserve – Making its mark with American whiskey firsts
Woodford Reserve will put its spirit of innovation in the spotlight at Cannes, building on its positioning as the leading global super-premium American whiskey with a new campaign exploring historic ‘firsts in American whiskey’.
The showcase will invite travellers to discover the brand’s ultra-premium+ portfolio through immersive experiences and high-touch activations.
The line-up will be led by Woodford Reserve Double Double Oaked and travel retail-exclusive (TREX) Woodford Reserve Double XO Blend, alongside Woodford Reserve Distiller’s Select, reflecting the brand’s pioneering approach to double-barrel maturation.
The showcase will also feature the recently launched 2026 Master’s Collection, Super Seasoned Oak, alongside the brand’s signature Old Fashioned serve, reimagined with new interactive sensory elements.
Adding to the Cannes showcase is Brown-Forman’s new Traveller’s Exclusive range, The Glendronach House Editions, capturing the character of Seville, Venice and Paris.
The collection will drive a major travel retail activation programme, with the roll-out beginning across Europe in September and October before moving into Asia.
To maximise visibility around the launch and drive global brand awareness and engagement, the campaign will feature a dedicated key opinion leader programme, including strategic seeding among whisky bloggers.
Completing Brown-Forman’s Single Malt portfolio, Benriach and Glenglassaugh present further opportunities to grow the category across the channel.
Gin Mare and Diplomático – Exploring two worlds of super premium
Positioned as the first Mediterranean gin, Gin Mare will showcase its signature botanicals and Mediterranean-inspired identity at Cannes, with Aperitivo moments as a key focus.
A curated selection of signature cocktails will be served to guests, showcasing Diplomático’s best-selling rums.
As part of its Cannes programme, Brown-Forman will again host the WiTR+ networking event at its stand on Tuesday 29 September, 5pm-7pm.
The Brown-Forman Global Travel Retail team will be on hand to welcome partners, customers and visitors to Cannes and share the latest portfolio developments. ✈
