Diageo raises a glass to ‘special week’ in Cannes as it eyes category growth

By Luke Barras-hill |

Diageo Global Travel (GT) says it remains confident in the potential of travel retail to platform brands and innovation, as the beverage giant signals its commitment towards the category’s evolution.

The company exhibited at Majestic Beach Village during last week’s TFWA World Exhibition, which drew 7,385 visitors, where it introduced partners to its strategy for alcohol sector growth in global duty free.

This is concentrated around four pillars: Explore and Discover; Gifting; Making It Special; and Balanced Choices, all rooted in understanding key consumer occasions, preferences and purchasing motivations.

Andrew Cowan, Managing Director at Diageo Global Travel, commented: “We had a very special week with our customers and partners in Cannes, nothing compares to time together. Having the opportunity to tease new ideas and innovations, to build out plans for the year ahead in more detail is just invaluable.”

Above and below: Diageo GT welcomed travel retail delegates to an exclusive cocktail party to celebrate Don Julio 1942 Tequila’s arrival into European travel retail.

Cowan adds that creating ‘the best consumer experiences’ through Diageo GT’s ‘unrivalled portfolio of brands’ to deliver choice and innovation was helped by its beachside bar and stand location.

During the DF&TR industry’s global gathering, Diageo GT hosted the Women in Travel Retail Plus (WiTR+) networking event on Tuesday 3 October and held an exclusive cocktail party celebrating Don Julio 1942 Tequila’s arrival into European travel retail.

A live music set from producer and DJ, Kayper created a backdrop for travel retail revellers to enjoy the ultra-premium tequila brand in Cannes following a launch event at London Heathrow Airport (see links below).

He continued: “Being able to host our customers at our Don Julio 1942 party on the beach – celebrating Don Julio’s arrival into European travel retail for the first time this summer – was a fantastic bonus, as was hosting WiTR+ as it relaunches, reinforcing its commitment to inclusion and diversity.”

Meanwhile, Diageo GT took the opportunity during the TFWA World Exhibition to celebrate the release of latest TREX Johnnie Walker Blue Label Xordinaire.

READ MORE: Diageo GT sees travel retail Tequila sales triple in two years

READ MORE: Diageo Global Travel names Johnnie Walker, Tequila among priorities

READ MORE: Diageo looks to premium Tequila with Don Julio 1942 Heathrow pop-up

As reported, the new blend has been created using one in 10,000 casks from the Johnnie Walker reserves of aged Scotch across Scotland.

The latest travel retail exclusive from Johnnie Walker, Xordinaire, was on display at TFWA Cannes 2023.

Finished in former French XO Cognac casks, it is described as possessing the same depth of flavour you would expect from Johnnie Walker Blue Label, but with a smoothness and sweetness.

In the coming months, Diageo GT will bring a series of JW Blue Label Xordinaire activations to airports around the globe, including in Paris, London, Dubai, Taiwan and Hainan.

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