Campari Group Global Travel Retail (GTR) is making a strategic push at the upcoming TFWA World Exhibition in Cannes, focusing on expanding its presence in travel retail through premiumisation, interactive experiences and exclusive offerings.
One of the key highlights at Campari Group’s booth (Bay Village, Bay 42) this year will be its growing portfolio of premium brown spirits, led by the recent acquisition of Courvoisier Cognac.
The stand’s external façade will serve as a digital gateway, taking visitors on a virtual tour through Campari’s brand portfolio across categories such as American whiskey, malt Scotch, dark rum, aperitivo, Cognac, ‘Mexican Gems’, wine and Champagne.
The experience includes an interactive digital presentation where delegates can learn how to craft Campari’s signature Negroni cocktail. The key ingredient, Campari Milanese bitter, will be prominently featured at the booth.
Campari GTR is planning to extend this initiative to in-store travel retail activations, tapping into the enduring popularity of the Negroni, named the ‘World’s Best-Selling Classic Cocktail’ in 2024 by Drinks International.
A standout feature of Campari Group’s presence at TFWA World Exhibition will be the exclusive Rare Boat, anchored at IGY Vieux-Port de Cannes.
This venue will host a series of bespoke, invitation-only masterclasses with a special focus on Courvoisier Cognac. Led by Courvoisier Master Distiller Thibaut Hontanx, these sessions will offer attendees an in-depth look into Cognac’s craftsmanship and heritage.
Rare Boat will also showcase premium offerings from categories such as American whiskey, dark rum, wine and Champagne.
Spirits will be introduced through engaging presentations tailored to highlight distinctive qualities and evolving trends within these premium categories.
Back on land, Campari Group invites TFWA delegates to unwind at the Aperol Spritz terrace at the Palais des Festivals. From 5pm daily, the terrace will serve as a hub for networking and enjoying the Italian aperitivo against Cannes harbour’s picturesque backdrop.
Campari Group GTR Managing Director Marco Cavagnera said: “Our presence in Cannes is a proud demonstration of Campari Group GTR’s bold vision for growth and innovation in travel retail.
“This year marks a significant milestone as we present an expanded portfolio of brands and innovations to partners in Cannes.
“Building on the strength of our iconic aperitivo brands, we are enhancing our GTR offering with new distribution entries and travel exclusives, particularly within the premium brown spirits category.
“Our broadened showcase remains deeply rooted in the cultural relevance and heritage of our brands, which we bring to life to inspire global travellers throughout their journeys.” ✈
