Introduction: Having built a strong global footprint, Osborne is stepping into its next growth chapter.
The Spanish family-owned brand is making its signature flavours accessible to consumers worldwide, expanding its portfolio of wines, spirits and gourmet products while creating gift-ready, experience-driven offerings.
The company is also tapping into new markets, with its return to the upcoming TFWA World Exhibition in Cannes (2-G19 Basement 2) set to prominently showcase its classic offerings and product innovations.
In an exclusive interview with The Moodie Davitt Report, Osborne Group Global Travel Retail Manager Cathy Rolland talks about the company’s portfolio and how it is navigating changing travel retail demands to drive international expansion.

The Toro de Osborne (Osborne Bull), first created in 1956, has become a landmark of Spain and a symbol of the nation’s heritage. Over the decades, it has represented not only the country’s landscape but also its rich gastronomy and culture, reflected in Osborne’s portfolio of wines, spirits and culinary products.
Osborne Group Global Travel Retail Manager Cathy Rolland says: “Our legacy is rooted in authenticity, mastery, visionary spirit and commitment. Above all, our purpose has always been to build brands that help people enjoy life more, creating meaningful, shared moments around exceptional Spanish products.”
Founded in 1772, Osborne is one of Europe’s oldest family-owned businesses, rooted in a tradition of artisanal food and drink.
Its story began when Englishman Thomas Osborne Mann came to Cádiz to trade wines and, in the process, built both a business and a new life in Andalusia. From the first cellars in El Puerto de Santa María, Osborne built a 250-year legacy that endures through brands such as Cinco Jotas, Carlos I and Nordés and through its most recognisable emblem – the Osborne bull.
Rolland says, “At Osborne, our tradition in Spanish gastronomy isn’t just a story; it’s a feeling, an emotion. Behind every product there’s a story – of passionate people, unique terroirs and centuries of family heritage.
“From the ancient Dehesa landscapes of Jabugo to the vineyards of Rioja, from the pure waters of Riofrío, to the Atlantic breeze of Galicia, each brand in our portfolio carries the soul of its land and people.”

Osborne positions its brands not just as products but as souvenirs that capture the essence of Spain. This authenticity becomes a strong point of differentiation in travel retail, aligning the portfolio with travellers’ search for memorable cultural connections.
Osborne’s growth strategy for travel retail
Widely regarded for its role as an ambassador of Spanish gastronomy, Osborne already holds a strong position in travel retail and is now entering a new phase of strategic expansion.
“We’re grateful for Osborne’s growing presence in the travel retail scene. While consolidating our main markets, we’re now entering a new phase of strategic expansion. We have a clear roadmap by region, channel and category,” Rolland says.
Among its flagship offerings, Cinco Jotas – known for its 100% acorn-fed Iberian ham – has built a strong international following. The brand’s growth in the channel, especially across Asia and the Americas, is a priority, alongside consolidating its presence on cruise ships.
Looking ahead, Osborne has several promising initiatives in the pipeline, including the opening of F&B spaces in airports designed to bring its brands to life for travellers.
To increase brand visibility and drive shopper conversion, Osborne is investing in permanent corners and shop-in-shops with key travel-retail partners. These branded spaces are not only designed to enhance visibility but also to immerse travellers in sensorial experiences that reflect the richness of Spanish gastronomy.

Shopper engagement is further supported through a mix of activations, including tastings, gifts with purchase, price promotions and cross-brand campaigns across the portfolio. Osborne also underlines the role of well-trained brand ambassadors, ensuring staff can share the story behind each winery and convey the quality and craftsmanship of its products.
A world stage for Spain’s food heritage

Rolland says, “Travel retail offers a fantastic window to the world – a unique escaparate for Osborne to showcase the richness of Spanish gastronomy to a global audience.”
Beyond serving as a showcase, airports play a key role in opening new markets, often hosting the first launch of SKUs that later reach domestic shelves, Rolland adds.
In a strategic move for Brazil, the company is launching Cinco Jotas pre-sliced packs along with Viña Monty and Montecillo wines at São Paulo Airport, in collaboration with Avolta. These launches mark the first introduction of Cinco Jotas pre-sliced packs and Viña Monty wines to the Brazilian market, starting in travel retail.
Rolland says, “In that sense, travel retail is not only an extension of our local presence; it can also be the starting point.”
To further promote Spanish food & beverage culture globally, the company is unveiling a series of innovations. These include a new premium edition of Nordés gin, offering a more refined take on the popular Galician spirit, while the Carlos I range will unveil a refreshed visual identity, combining heritage with modern branding.
Additional rollouts include a miniature format of Gold 999.9 gin, a ready-to-drink version of the best-selling Veterano, and a whisky launch planned for next year.
Shaping experiences for modern travellers
Amid shifting consumer tastes in travel retail, the company remains closely attuned to international market trends.
Rolland explained, “We’re constantly evolving to better connect with today’s travellers. That starts with listening carefully to consumer needs and adapting our offer to each region, from product formats to flavour preferences and gifting habits.
“At the same time, many of our brands, like Cinco Jotas, Nordés or Carlos I, have gained strong international appeal. So, while we remain sensitive to local specificities, we’re also building a portfolio that resonates globally, with products that combine authenticity, quality, and emotional value.
“This balance allows us to stand out in travel retail: by offering both local relevance and universal desirability.”
Recognising gifting as a key driver in travel retail, Osborne draws on its brand story to engage travellers, combining premium packaging with authentic Spanish craftsmanship.
Gift boxes are among the best-sellers, including the Cinco Jotas Rituals Nº2 and Nº4 gift boxes, which bring the full Iberian ham tradition to travellers.
Designed for wine lovers looking for a refined and distinctive experience, Osborne has rolled out a gift box collection highlighting its Rioja single-varietal wines – Viña Monty Graciano, Garnacha and Viura.
To enhance gifting in travel retail, the company occasionally offers exclusive LOQI sustainable bags with purchases, while the Carlos I miniature set provides a multisensory introduction to Brandy de Jerez for spirits enthusiasts.
Looking ahead, Osborne sees significant opportunities to further advance its global travel retail strategy.
Rolland says, “We’re just getting started. Whether in retail or F&B, opportunities abound. At Osborne, we never get bored.
“Our diverse portfolio allows us to be bold and creative, constantly pushing boundaries and exploring new formats, markets, and experiences. But what truly sets us apart is our passionate team: always on the move, all around the world, always brainstorming, always ready to turn bold ideas into reality.” ✈