Why Brown-Forman is ‘doubling down’ in travel retail
Brown-Forman is reinforcing its leadership position within global travel retail across its portfolio and tells db why its new brand variants and perspective on the channel are assisting in its prosperity.
Speaking to the drinks business, Brown-Forman noted how its brands such as Jack Daniels, Woodford Reserve, Glendronach, Gin Mare and Diplomático Rum were going to assist in capturing the attention of travellers.
Brown-Forman director of advocacy, EU, IMEA, APAC and GTR Nidal Ramini told db: “We are really doubling down on our focus” and noted that this was the case “especially on whiskies”.
For instance, the Jack Daniel’s brand is set to amplify the US whiskey category in GTR with new retail visibility concepts as well as a whole host of consumer activations being planned to elevate both brand presence and engagement within the channel. Brown-Forman will also introduce Jack Daniel’s Single Barrel Heritage Barrel and Jack Daniel’s Tennessee Blackberry, which it has also recently brought to UK shelves after high demand in the US.
Ramini said: ““First of all, we are refocusing on whiskey. For us, this is super important.”
He explained: “You can see this with the new exclusives that we’ve got on Jack Daniels and how we are also doubling down on Woodford Reserve again and have just launched new travel retail exclusives for GlenDronach, which we see as a massive opportunity.”
Plus, he added: “We just launched a 30 year old and a 40 year old as well. The 40 year old is being launched in Chiang Mai in the next few weeks.”
Beating expectations
Brown-Forman recently posted first-quarter sales that topped Wall Street expectations, but its shares still slid more than 4%. The spirits maker flagged ongoing tariff risks and weak consumer sentiment in the US and Europe, despite growth in emerging markets.
Brown-Forman confirmed that for Woodford Reserve it would be placing its exclusive Double XO release and “distillery-favourite” Double Double Oaked in a prominent way in GTR and hinted that this was launching in 2026.
Added to this, the spirits company’s single malt whisky The Glendronach is expanding its existing travel retail portfolio with the debut of its House Editions range, generating interest at the show and now also beyond. The collection comprises a travel retail-exclusive whiskies trilogy inspired by Seville, Venice and Paris and has been created by cask selections that have each been curated by the distillery’s master blender Dr Rachel Barrie.
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In addition, Brown-Forman has unveiled its 30 and 40 Year Old expressions for The Glendronach as a way of showcasing the brand’s sherry cask heritage and setting the stage for its bicentennial celebrations in 2026. Dr Barrie presented these at the show and also hosted guided tastings for the new expressions.
Capturing attention and keeping it
Ramini pointed out how, “in terms of Brown-Forman’s new portfolio” there was a good reason to makeover the Brown-Forman terrace located in the Beach Village at the TFWA show in Cannes with its gin and rum brands because they offered the right sort of appeal for the setting.
He explained: “In the southern European markets as well, Gin Mare is huge for us, as well as Diplomático Rum as well as a huge European focus, so as you can see around you, all of this just makes sense.”
According to Ramini, the show and the GTR channel is fundamental for a business like Brown-Forman and this makes it a marketplace that should never be overlooked for reconnecting and beginning conversations about how to shape the future of global retail across drinks as a whole.
Ramini told db: “Travel retail and being at the TFWA show in Cannes is just so important for brand building. This is where you can tell the stories. You’ve got people’s attention and they want to listen.”
He admitted: “We’re refocusing how we educate the traveller in the airports, in stores, not just through media, but with promoters and brand ambassadors to really bring our brands to life.”
An important channel
But, he reiterated: “It is such an important channel and it is a place where you can have full conversations and start conversations too in markets where you can build business and from what we’ve heard over the last few days that the retailers want as well.”
On describing what it was that Brown-Forman wanted to work on most and get out of the show and GTR as a platform, he revealed that it was actually the best place to discuss how to move forwards and make everything better for all people who go on to become an advocate for each of the brands.
He explained: “We get to ask: ‘What more can we bring to make a difference?’ And also ask questions like: ‘How can you make that experience better?’ Or query: ‘How do we turn that experience in the airport, for example, into an incredibly positive one?’ The answer is: ‘By giving the traveller a brand experience that they’ll take with them’.”
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