Those invested in the fine wine category will be pleased to learn that a new association of prominent producers from around the world have banded together to form a brand new alliance launching at the TFWA World Exhibition in Cannes.

The Travel Retail Fine Wine Alliance (TRFWA) – comprised of Albert Bichot (France), Cono Sur (Chile), González Byass (Spain), Masi (Italy), Symington (Portugal) – is dedicated to promoting and presenting excellent wines in the channel.

The alliance will be hosting an exclusive fine wines aperitif and tasting event on in Cannes on Tuesday 4 October at La Mandala from 5.30pm-7.30pm.

Each winery will select two of the most prestigious wines from their portfolios, available globally in travel retail, paired with a selection of delicious food matches designed to excite and educate guests about the potential of fine wine sales in premium travel retail.

According to TRFWA, the launch of the alliance is especially timely.

“Travel Retail is recovering from a challenging period. We believe that together we will be able to give a stronger message to travel retail operators,” said a statement released by TRFWA members.

“Wine is a complex, intriguing and sometimes difficult world. Consumers can be intimidated in front of a wine shelf.

“This is the reason why they are looking for strong brands that are renown and respected for their history and the nature of their wines. They search for authenticity, uniqueness and quality at the right price.

“This is what we share together and what we would like to communicate to our partners”.

The five TRFWA members are exhibiting close to each other in the Blue Village, while still maintaining their own stands and brands’ identities.