Brand-building specialist JP-GTR has pledged to present a spirits portfolio that is “different, distinctive and disruptive” at this year’s TFWA World Exhibition in Cannes.

The company – set up in April 2022 by industry veteran Jean-Philippe Aucher – is making its debut appearance as an exhibitor (Green Village, L60).

Capitalising on over 20 years of experience in building tobacco and spirits brands in travel retail, Aucher is now on a mission to establish a strong line-up of premium brands in the channel.

He created JP-GTR to be a specialist spirits brand partner, that aims to answer the industry’s demands for innovative, unique, premium products with genuine consumer appeal.

An innovative spirits assortment

“It’s taken a good year of research, discussion and negotiation to get the portfolio absolutely right,” noted Aucher. “The industry in 2023 is extremely challenging and very, very competitive, but I now have a brand portfolio that I am truly proud of and which I am confident will stand in its own right at the TFWA World Exhibition this year.”

Aucher’s expertise has already paid dividends, with listings success for Brockmans Gin, Yu Gin, Mijenta Tequila, La Progresiva de Vigia 13 Cuban Rum and Navy Island Rum Jamaica, notably with Gebr. Heinemann and Dubai Duty Free.

Visitors to the stand in Cannes will also be invited to experience new and interesting brands such as Heaven’s Door Bourbon, the spirit of Bob Dylan; Black Tear’s Spiced Cuban Rum; Shanky’s Whip Original Black Liqueur and Irish Whisky Blend; The Butterfly Cannon – described as the world’s first colour-changing tequila; and Le Barteleur premium ready to drink cocktails.

Aucher confirmed he is targeting all the key players in the travel retail industry, from all regions and all sales channels. “Most importantly, we really want to work with buyers that are ready to try new brands and build new partnerships,” he noted.

“We are also working with brands that meet consumer demands for sustainable credentials including Mijenta [outside the Americas], the world’s first B Corp tequila; Fair, the leading Fairtrade liqueur brand; and Fair organic Quinoa Vodka, made in France.

“Genuine craftsmanship is another ongoing trend and we meet that demand with brands such as McConnell’s Irish Whisky, Fontagard French Single Malt Whisky and Scarabus Islay Single Malt Whisky from Hunter Laing & Co.”

Aucher concluded: “This portfolio aims to answer travel retail industry dynamics and new trends. And we are looking forward to sharing it with retailers, buyers and all our other guests as we celebrate our Cannes debut.”

READ MORE: Brockmans Gin prepares to promote Orange Kiss release in Cannes