Brown-Forman is celebrating a Travel Retail Awards win for Woodford Reserve as part of a successful Cannes week.

Louisville-based drinks group Brown-Forman is celebrating a successful week at the TFWA World Exhibition in Cannes, which included a Travel Retail Awards win for the Woodford Reserve Sensory Lounge.

Voted for by consumers, the Travel Retail Awards is hosted by TRBusiness and m1nd-set and seeks to reward brands appreciated by travellers. This year the event took place on 3 October.

The Woodford Reserve Sensory Lounge was created to take shoppers on a journey that engages all five senses.

It has been rolled out at Charles de Gaulle airport in Paris with Extime Duty Free, and at New York’s JFK Terminal 4 with DFS Group.

Since its launch it has engaged with over two million international travellers, achieving triple-digit sales growth and increased brand awareness. 

All materials and furniture as part of the promotion, including the Govino tableware, is reusable. 

Woodford Reserve win ‘just the beginning’

“This is just the beginning of our  journey to provide exceptional experiences to travellers,” said Stéphane Morizet, Marketing Director GTR Brown-Forman.

“We will continue to push the boundaries and  explore innovative ways to connect with our global audience.” 

More broadly, Brown-Forman used the trade show and conference, which took place from 1-5 October, to showcase its super-premium product portfolio. 

The Woodford Reserve Sensory Lounge has driven a triple-digit sales uplift.

“Our objective is simple, yet powerful: to demonstrate how our brands elevate and enhance the experience for travellers around the world,” said David Rodiek, Vice President and Managing Director GTR, Brown-Forman. 

“We are proud of the successful trajectory of our GTR business, and this trade show provides an ideal platform to connect with our valued partners and customers.” 

Recent Brown-Forman activities in the channel include a Jack Daniel’s and McLaren F1 Team pop-up at Lounge 2 in Amsterdam Schiphol Airport.

The partnership showcased a limited release bottle and was supported by out-of-home media. A replica F1 car was on-stand in Cannes.