UK. The Travel Retail Consortium (TRC) has spotlighted one of its members, Au Vodka, as part of its expanding programme of regional customer initiatives throughout 2025.
Held earlier this month, the event brought together members and travel retail partners in Swansea for an immersive brand experience at the famed headquarters of Au Vodka.
The experience included an insider’s look at one of UK’s most dynamic spirits brands, underscoring the role of Gen Z-focused marketing in driving new levels of engagement in travel retail.
The event builds on TRC’s series of partner initiatives, including a gathering hosted by Butlers Chocolate in Dublin and an interactive brand experience in Amsterdam with Heineken, showcasing the heritage, craft and commercial potential of member brands across Europe.
Offering guests a lively programme blending insight, innovation and entertainment, the Au Vodka experience included a guided tasting session, a journey through the brand’s signature maze and a round of crazy golf.
The event also featured a presentation on the brand’s social-first marketing strategy, celebrity collaborations and influencer-led campaigns, highlighting how modern engagement strategies are resonating with next-generation consumers and driving new opportunities in the channel.
Hunter Palmer Partner Keith Hunter said: “I must admit, I had limited knowledge of the TRC and what went on at its events, and so I jumped at the invitation to attend the Au Vodka event in Swansea. It was a truly fantastic day of meeting old and new faces, as well as understanding what draws all the member brands together.
“The highlight of the day was getting a taste (literally) of what lies behind the incredibly successful Au Vodka brand, by taking an in-depth tour of the HQ, with all its clever gold iconography and branding, and hearing the fascinating story of how they gained success and notoriety in such a competitive category.
“Events like this really are great for getting a much better insight into each brand’s potential and relevance to travel retail.”
Macintyre Scott & Co. Senior Key Account Manager Gemma Rice commented: “Last week I met up with the TRC members and guests at the Au offices in Swansea. The TRC events are always fantastic occasions where we get to explore new locations and brands and catch up with people from across the industry who share the same passion for travel retail.
“It’s a wonderful community brought together by the travel retail world, and even if you don’t regularly cross paths with certain categories or sectors in your day-to-day role, it’s always great to reconnect and hear how things have been going for their brands.
“The event last week was excellent – I met some new faces and caught up with people I hadn’t seen in a while. The venue was great, and the evening was even better, filled with good food, drinks and plenty of laughs.”
TRC Chair Sharon Edwards-Smith added: “TRC regional events are designed with our customers in mind. By hosting experiences in locations such as Dublin, Amsterdam and now Swansea, we aim to make it easy for partners to join us while offering them an immersive, fun and educational insight into each host member brand.
“These events provide a relaxed and friendly environment for networking, learning and discovering what makes every TRC brand unique.” ✈
