In a significant shift in its ‘commitment to the duty free industry’, Brown-Forman will unveil a ‘dramatic’ new exhibition stand at the TFWA Exhibition & conference, in Cannes.

 

Brown-Forman says that the new stand has been designed to showcase the company’s travel retail portfolio with particular emphasis on its American whiskies and recent Irish and Scotch acquisitions.

 

“We are very pleased with the appearance of our new stand and the environment it will offer us in Cannes,” said Marshall Farrer, Vice President and Managing Director, Brown-Forman Global Travel Retail.

 

“Our decision to move to a freestanding location on the grounds of the Palais and away from the space we have occupied on the lower level for nearly the past two decades is just another example of the increased commitment Brown-Forman is making to the global travel retail industry.”

 

The new location for the Brown-Forman stand at TFWA in Cannes is Beach Village (B06), just west of the main entrance to the Palais.

 

Farrer added that the unveiling of the new Brown-Forman stand in Cannes is one of several major developments the company plans to announce and celebrate at the TFWA gathering.

 

The Brown-Forman team worked closely on the design and construction of the new stand with Pentalpha, the veteran UK-based exhibition consulting firm.

 

“The new Brown-Forman stand is more than double the size of our former stand and has informal gathering space as well as a large number of meeting tables and four meeting rooms,” adds Farrer.

 

“As has been in the case in the past, the new bar area will be a focal point of the stand and will be a great place for socializing, entertaining and relaxing.”

 

Taking advantage of the enlarged new stand, Farrer and Campbell Brown, President of Old Forester Bourbon, will conduct a joint news conference on Monday, 3 October, 2016, at 12:15 in the new location.

 

They will be joined in Cannes by their cousin, Robinson Brown, Brown-Forman’s Regional Director India, Middle East and Africa. All three are among the fifth generation of Brown family members to work at Brown-Forman.

 

Brown-Forman was founded in 1870 by George Garvin Brown, their great, great grandfather.

 

Also attending the news conference will be: Billy Walker, the master distiller for BenRiach, GlenDronach, and Glenglassaugh distilleries; Alex Conyngham, founder of Slane Irish Whiskey, and Chris Morris, Brown-Forman master distiller and recent inductee into the Whiskey Hall of Fame.

 

Several additional Brown-Forman senior executives will be making their first visit to the TFWA Conference in Cannes and be at the news conference.

 

BF says this is only the second news conference Brown-Forman has ever conducted at the TFWA Conference in Cannes. The first occurred in 2013 to introduce Jack Daniel’s Sinatra Select.

 

That news conference was attended by Frank Sinatra, Jr.