Taylor’s Port, the Portuguese brand targeting expansion in travel retail, is set to make its debut at the TFWA World Exhibition in Cannes (Green Village J56).
One of four Port brands in the family-owned and managed Fladgate Partnership – which also includes the Fonseca, Croft and Krohn brands – Taylor’s will launch a travel retail-exclusive City Edition at the event.
The limited-edition 75cl City Edition has an RRP of £30 (US$38) and will be available later this month. A tribute to Porto – the city that has nurtured Taylor’s Port for over three centuries – the expression features Reserve Port presented in a stand-out onion-shaped, dark glass bottle. The same bottle was used for Taylor’s 350th Anniversary Limited Edition.
The design is based on a late 17th-century sealed bottle, first used around the time of Taylor’s Port foundation in 1692. It is the earliest example of an intact bottle bearing the merchant’s mark, with the ‘4XX’ symbol still used as the Taylor’s trademark.
Innovative packaging offers a fold-out introduction to the brand and its Portuguese roots, highlighting Porto’s key attractions and the lodges where Taylor’s Port reserves are housed.
According to the brand, the Taylor’s Port City Edition offers travellers an exclusive souvenir that “captures the very spirit of Porto”.
Taylor’s CEO Adrian Bridge said: “At Taylor’s Port, we take immense pride in our roots and the rich history that has shaped us.
“We are excited to be making our debut at the prestigious TFWA World Exhibition in Cannes. This international platform is the perfect stage to showcase our commitment to innovation, quality, and the artistry that goes into every bottle of City Edition.”
Speaking with The Moodie Davitt Report, Fladgate Partnership Head of Global Duty Free and UK Market Manager João Vasconcelos said the company’s participation at the Cannes event “underlines Fladgate’s commitment to travel retail and its aim to increase its presence in the channel, with a spotlight on Taylor’s”.
“The Taylor’s Port City Edition not only highlights Portugal’s increasing popularity as a tourist and travel destination, it also offers a strong Sense of Place value. We are hoping to ensure visibility in travel retail and ensure growth not just for us and our partners but also for the entire Port category,” he said.
Vasconcelos is convinced the changing, more contemporary image of Port is well suited for travel retail and hinted that the City Edition will be the first of many exclusive lines.
“Even though Port is a relatively small category, it is a category with a level of historical visibility, and we are an important player in that sector. Our focus is on premium products, but we have also seen huge interest in Port & Tonic RTDs (Ready to Drink) from Taylor’s and Croft.”
At TFWA, Fladgate will feature other Taylor’s Port products, including its Late Bottled Vintage, Aged Tawny Blends collection (10, 20 and 50 Year Old Golden Age) and other expressions from Fonseca and Croft. 
