The new stand has been designed to showcase Distell’s travel retail portfolio but has a focus on the company’s African roots.

Distell is to unveil a new Africa-themed marketing stand at the TFWA Singapore show.

The South Africa-based wine and spirits company has recently ramped-up its efforts in travel retail with new staff, expansion into new markets, increased channel-exclusive products and a higher focus on customer service initiatives.

The new stand is designed to showcase Distell’s travel retail portfolio but with a heavy emphasis on the company’s African roots.

Bright and airy, it is open on two sides with a distinct African motif. It is reinforced by back-walls depicting a 180-degree panorama of the view of Cape Town’s Table Mountain from Distell’s Durbanville Hills Vineyards.

FLAGSHIP BRAND

Amarula, the company’s flagship brand, is also represented with the centre column of the stand shaped like a Marula tree that mushrooms into a canopy-type ceiling.

The stand contains a number of meeting tables as well as a bar area well-stocked with Distell travel retail products.

According to the company, the new stand is a wonderful environment in which to socialise with customers and partners and conduct business.

Managing Director Luke Mega, Distell Global Travel Retail said: “We are thoroughly delighted with the final design of the new Distell stand and are keen to unveil it at TFWA Asia. It truly represents the reinvigorated commitment of Distell toward the travel retail channel and will reinforce that message with the attendees in Singapore.”

The Distell global travel retail team worked closely on the design and construction of the stand with London-based design firm Jordan Design, which specialises in the communication of brand identity through three-dimensional design.

The stand contains a number of meeting tables and a bar area well-stocked with Distell travel retail products.