Brown-Forman is pushing the boat out at Cannes to celebrate 20 years of ‘formal engagement’ with the travel retail business at next month’s Tax Free World Association show in Cannes – complete with a new beach-side stand (Beach Village B06) and several familiar faces in attendance.

 

The week-long event will also include a joint news conference on the new ‘stand on the sand’ at 12.15pm on Monday (October 3) – hosted by Marshall Farrer, Managing Director of Brown-Forman Global Travel Retail and Campbell Brown, President of Old Forester Kentucky Bourbon.

 

NEW DEVELOPMENTS…

Both will talk about changes and new developments at this shared news conference for Brown-Forman Global Travel Retail and Old Forester Bourbon, as the company also shows off its new travel retail stand and its very latest new arrivals to the Brown-Forman portfolio, including the BenRiach, GlenDronach, and Glenglassaugh Single Malt Scotch Whiskies and Slane Irish Whiskey.

 

Other special guests in attendance will include Scotch Master Distiller, Billy Walker and Slane Irish Whiskey Founder Alex Conyngham, plus Brown-Forman’s Master Distiller and recent Whiskey Hall of Fame inductee Chris Morris.

 

During the event, Brown-Forman will celebrate its decision back in 1996 to ‘formally enter the global travel retail business’ – a move that was made following ‘extensive research, exploration and discussion’ between senior executives at corporate headquarters back in Louisville, Kentucky.

 

PAYING TRIBUTE TO THE PIONEERS…

Until then, the company’s duty free business had mainly been run within the regions and its country markets around the globe, as Marshall Farrer explained: “By the mid-90’s, Brown-Forman was just beginning to fully appreciate and embrace the business opportunities outside of the United States,” said Farrer, pointing to the vast majority of Brown-Forman’s business still being conducted in US market at that time, with a management mind-set focus firmly placing the US market at the forefront.

 

 

Farrer continued: “At the time the company really didn’t have a full appreciation for travel retail and the far-reaching brand building opportunities the channel presented. At that point in time the great brand building benefits of travel retail just were not well understood. I think there may have been a slight appreciation for the Cruise channel in the Caribbean though.”

 

 

He added that this was all to change when the company’s management decided to ‘significantly increase’ its presence and commitment to the travel retail business in 1996. This process was aided by a global executive search company that was tasked to find a capable individual to guide and develop the company’s travel retail business around the world from its corporate offices in Louisville.

 

The person finally recommended was none other than Richard Ferne, a well-known veteran duty free executive and ex-Hong Kong policeman based in Asia who was promptly recruited and relocated to Louisville in early 1997.

 

 

GTR IS NOW IN TOP SIX FOR REVENUE GENERATION…

That marked the beginning of the travel retail era for Brown-Forman, which has grown consistently and more boldly over the past 20 years. So much so, that GTR is now counted as one of the top six revenue generating regions for the company, backed by a team of more than 40 duty free staff located all around the globe.

 

Farrer said proudly: “Over the past two decades, the Brown-Forman Global Travel Retail team has been guided by some remarkably talented and far-sighted leaders.

 

These individuals – Richard Ferne, Patrick Moran and Jim Perry – made a number of key and insightful decisions and retained a remarkably talented staff in countries and regions critical to travel retail.”

 

He added generously that ‘they made Brown-Forman Global Travel Retail what it is today’ and Farrer said it is now up to the existing management ‘to take our fine brands even further in travel retail through the excellent partnerships we have developed over these years.’

 

 

LOCATION AND BRANDS ON SHOW

As mentioned, the company can be found in the Beach Village for the duration of the Cannes show, where it will be showing off the considerable Brown-Forman portfolio, which will include the Jack Daniel’s Family of Brands, plus Woodford Reserve; Old Forester Kentucky; Collingwood Canadian Whiskey; Slane Irish Whiskey; BenRiach, GlenDronach and Glenglassaugh Single Malt Scotch Whiskies; Herradura and el Jimador tequilas; Finlandia Vodka; and Chambord liqueur.

 

The company will also doubtless be showing off its barrel-making expertise on stand, as the only major spirits producer that owns and operates its own cooperages.