Diageo Global Travel is set to highlight its spirits strategy and travel retail-exclusive brands at the upcoming TFWA World Exhibition in Cannes (Beach Village, Majestic Beach).
At the event, the leading drinks company will focus on what it describes as the “vibrancy, versatility and luxuriousness” of the alcohol category in travel retail in line with its commitment to double the size of the category over the coming years.
The Diageo exhibit will promote its four key growth pillars of activity for spirits including: ‘explore and discover’, ‘gifting’, ‘make it special’ and ‘balanced choices’.
To showcase the innovation of brands in its extensive portfolio, Diageo will feature brand activations including Johnnie Walker Blue Label Xordinaire, the new travel retail-exclusive Scotch whisky finished in former French XO Cognac casks, and Don Julio 1942, available in travel retail stores throughout Europe for the first time.
Diageo Global Travel Managing Director Andrew Cowan said: “As we return to Cannes for the TFWA World Exhibition 2023, we are delighted to be sharing our ongoing journey to innovate and grow brands and create experiences for travel retail which embrace luxury, gifting, digital and more. Our hope is that we captivate and inspire with our offering in brand and experience.”
He added: “At Diageo Global Travel, we hold a steadfast commitment to shaping the future of travel retail and ensuring alcohol’s vibrant place within it.
“This exhibit is more than a showcase; it’s a testament to our unwavering aspirations, our strategic objectives, and our dedication to forging a sustainable path forward within a dynamic landscape. We believe in transformation, and our goal is clear – to make alcohol the most vibrant category, doubling its size.
“Our blueprint for success is intricately woven around four core growth pillars: exploring and experiencing new brands, creating the ultimate in gifting, making it special (whatever the occasion) and offering balanced choices.
“Each of these pillars represents not only our commitment to delivering exceptional experiences for travellers worldwide, but also our determination to create lasting value for our partners, customers, and the communities we serve.”
Diageo Global Travel will also host a forum with the Woman in Travel Retail Plus (WiTR+) centred around the theme of inclusion and diversity in the industry.
This will be a drinks networking event at the Diageo Global Travel beachside bar on 3 October at 5.30pm.
After the forum, Diageo will celebrate the channel launch of the ultra-premium Tequila Don Julio 1942 through an exclusive cocktail party.
Guests will also get the chance to sample the new expression and experience an exclusive live set from a renowned DJ and music producer. ✈
