Distribution and brand management agency FreeWorld Brands returns to the IAADFS Summit of the Americas next week with a new line-up (Booth 909).
As reported, the agency set up by experienced drinks executive Sean McNaughten, was a first-time exhibitor at the event last year.
This year, FreeWorld Brands introduces a new, bigger stand, with the spotlight on four brands: Nemiroff vodka, Buzzballz cocktails, J.J. Corry Irish whiskey and Wild Atlantic Irish whiskey.
McNaughten believes the brand selection is “tailor-made” for the Americas market. “Our brands appeal to a wide range of customers, those seeking an established name like Nemiroff, and looking for the brand’s latest product innovations, and others looking to try something new in travel retail. And, in the case of Buzzballz, something quite different.
“We are looking to appeal to the new curious shoppers entering duty free for the first time in many cases. Each brand has a very different story to tell but all are looking to expand in travel retail through offering products that meet current customer demands, with a strong focus on sustainability.”
International vodka brand Nemiroff – which was proudly born in Ukraine – has a vision for 2028 to rank within the top three globally recognised vodka brands “with an undisputable leadership in its home market”. Growth drivers include brand building, product innovation and a focus on the top ten travel retail markets.
McNaughten underlined the range of expressions now offered by Nemiroff.
In the premium category, ‘hero’ Nemiroff De Luxe is described as a “testament to resilience and passion” and is backed by a strong ‘That’s My Spirit’ campaign.
Included in the range, and underlining the brand’s heritage, is the standout Nemiroff De Luxe Honey Pepper, a spirit based on a traditional recipe with notes of pear, honey and baked apple, shifting into pepper and spice.
Another premium offering, the all-natural infused Nemiroff The Inked Collection, targets the Gen Z demographic, tapping into their adventurous spirit and thirst for new experiences with a ‘What Are you Open to’ tagline. Its flavors include Bold Orange, Burning Pear and Wild Cranberry.
Lex by Nemiroff, which means ‘Law’ in Latin, is Nemiroff’s ultra-premium vodka sub-brand, presented in an arch-shaped decanter designed by French design studio, Version Originale.
Buzzballz is an innovative prepared cocktail brand founded by Merrilee Kick and her two sons, with a mission to “reinvent Happy Hour”. All products are made in the USA and feature natural flavours, real fruit juices or creams.
The brand has developed methodically over the past 14 years to reach domestic sales of 6.6 million cases (24 pieces) in 2023. The brand also boasts a strong international network and has set its sights on the Latin America and Caribbean travel retail markets, as well as the global market. (Watch this space for a more detailed article soon.)
BuzzBallz offers wine-based and spirit-based cocktails for every occasion that are gluten free and Kosher certified, with a 15% alcohol by volume in plastic containers made with recyclable materials and 15% PCR. These premixed cocktails do not require cold storage. They boast a 12+ flavour lineup including Tequila ‘Rita, Choc Tease, Lotta Colada, and Forbidden Apple.
“Buzzballz ticks all the boxes for travel retail,” McNaughten said. “It has a strong backstory and strong brand alignment with appeal across all age groups. There is no prep time, customer loyalty is strong and the products are non-breakable.”
J.J. Corry is an independent Irish whiskey bonder, set on reimagining Irish whiskey traditions through collaborations with distillers and craftspeople around the world. Named after the 19th-century local Whiskey Bonder, J.J. Corry from Co. Clare, the company was founded by Louise McGuane in 2016.
The first J.J. Corry expression, The Gael Batch No.1, was released in March 2017 and the core range includes The Gael, The Hanson and single malt The Flintlock.
The Gael is described as a “perfect marriage of six Irish whiskey flavours”, matured in sherry and bourbon casks from Jerez, Spain and Kentucky. It takes its name from the bicycle that J.J. Corry designed, built, cycled and sold. According to McGuane, the line is more than a nod to her predecessor, “representing the first leg in our journey in the revival of Irish Whiskey Bonding”.
The Hanson is matured in bourbon and American craft whiskey casks sourced from Kentucky, Tennessee and New York, a blend of superior grain whiskeys from distilleries across Ireland.
J.J. Corry also produces The Pig’s Elbow, a classic juniper forward Irish style dry in, with refreshing notes of citrus, pear, cucumber and a hint of black tea. Bottled at 40%, profits from each bottle sold support community groups in the parish of Cooraclare, Co. Clare.
J.J Corry expressions are available in travel retail with Shannon Duty Free at Shannon Airport, with ARI at Dublin Airport and with Lagardère Travel Retail on Irish Ferries.
Targeting further growth in the sector, McGuane said: “Irish whiskey growth is largely driven by one singular brand, Jameson. The opportunity for J.J. Corey lies within the Super Premium and Ultra Premium tier of the category, a tier wholly underserved in Irish whiskey but with great potential. Our positioning, reputation and expertise allows us to be more effective and out compete any other Irish whiskey brand.”
Wild Atlantic Irish Whiskey, with two IPA Barrel and Rechar Barrel expressions, is a blend of Irish triple-distilled and premium malt Irish whiskeys aged over four years to offer a smooth “no bite, no burn”. The whiskeys embody the rugged, spectacular beauty of the west coast of Ireland all along the Wild Atlantic Way.
Wild Atlantic Irish Whiskey is produced by Kinsale Spirit Co, said to characterise “what is best about Kinsale, one of Ireland’s most vibrant and beautiful coastal towns”. The working port is renowned for its food, drink and active leisure pursuits. ✈
