Global drinks giant Diageo is using the upcoming TFWA World Exhibition to highlight Don Julio 1942 Tequila and new GTR blended Scotch release Johnnie Walker Blue Label Xordinaire.

Diageo will also share its four growth pillars for spirits in the channel: ‘explore and discover’, ‘gifting’, ‘make it special’ and ‘balanced choices’.

In terms of products, Johnnie Walker Blue Label Xordinaire will take centre stage.

The blended Scotch has been aged in Cognac casks and subsequently released as a travel retail exclusive.

In addition, Don Julio 1942 will be heroed following its launch into European travel retail.

Diageo is hosting a bar at Beach Village, Majestic Beach, Palais Des Festivals. Events include hosting the Women in Travel Retail+ fundraiser on Tuesday at 5:30pm.

Later that evening it will hold a cocktail party with a live DJ set to celebrate Don Julio 1942.

Diageo to ‘create experiences’

“As we return to Cannes for the TFWA World Exhibition 2023, we are delighted to be sharing our ongoing journey to innovate and grow brands and create experiences for travel retail which embrace luxury, gifting, digital and more,” said Diageo Global Travel Managing Director, Andrew Cowan.

“At Diageo Global Travel, we hold a steadfast commitment to shaping the future of travel retail and ensuring alcohol’s vibrant place within it. This exhibit is more than a showcase; it’s a testament to our unwavering aspirations, our strategic objectives, and our dedication to forging a sustainable path forward within a dynamic landscape.

“We believe in transformation, and our goal is clear – to make alcohol the most vibrant category, doubling its size.

“Our blueprint for success is intricately woven around four core growth pillars: exploring and experiencing new brands, creating the ultimate in gifting, making it special (whatever the occasion) and offering balanced choices.

“Each of these pillars represents not only our commitment to delivering exceptional experiences for travellers worldwide, but also our determination to create lasting value for our partners, customers, and the communities we serve.”