The number one priority for Silent Pool Gin in travel retail this year is to grow the ultra-premium gin category through activations across key airports and by elevating storytelling through championing the provenance of the quintessentially British brand.

As Luis Coutinho, Global Marketing Manager of Silent Pool Gin told TRBusiness, when we caught up with him during the 2025 TFWA World Exhibition in Cannes, this gives travellers the green light to connect more deeply with the brand as it continues to grow its awareness and distribution in the channel.

When it comes to standing out in a crowded marketplace, Coutinho stressed the important of keeping the offering distinctive.

“That obviously goes into the quality of our liquid, but also the story of our brand [which is handcrafted in the Surrey Hills – Ed], or beautiful packaging, or beautiful bottles,” he told us.

Gifting is also set to play a major role as Silent Pool actions its ambitions for GTR.

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Silent Pool is in the first year of a three-year partnership as the official gin of Ascot and Royal Ascot.

In June, the brand launched a striking activation at London Heathrow Terminal 2 to coincide with Royal Ascot, inviting travellers sample the gin through on-stand tastings.

All those who made a purchase had the chance to enter a competition for a chance to win a luxury fine dining experience during the Ascot Food and Wine Racing Weekend (5-6 September) and to see the Silent Pool Gin Cup race.

This formed part of a wider travel retail campaign that also included a similar event in May at London Gatwick North.

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