Brown-Forman set to mark 20 years in global travel retail
In this article (5)
Brown-Forman Global Travel Retail marks two decades in the travel retail business with a new stand and new products for next month’s TFWA World Exhibition in Cannes.
BenRiach, GlenDronach, and Glenglassaugh single malt Scotch whiskies and Slane Irish whiskey join the Brown-Forman portfolio.
Scotch Master Distiller Billy Walker and Slane Irish Whiskey Founder Alex Conyngham will be at the show, along with Master Distiller and recent Whiskey Hall of Fame inductee Chris Morris.
Brown-Forman Global Travel Retail Managing Director Marshall Farrer and Old Forester Kentucky Bourbon President Campbell Brown will detail new developments at a joint press conference on 3 October.
Senior executives at the Brown-Forman corporate headquarters in Louisville, Kentucky, decided to formally engage in the global travel retail business in 1996.
Farrer commented: “By the mid-1990s, Brown-Forman was just beginning to fully appreciate and embrace the business opportunities outside of the USA.”
The GlenDronach is one of three single malt Scotch whiskies joining the Brown-Forman portfolio
He noted that two decades ago the majority of Brown-Forman’s business was in the USA.
“By the mid-1990s, Brown-Forman was just beginning to fully appreciate and embrace the business opportunities outside of the USA.”
“At the time the company really didn’t have a full appreciation for travel retail and the far-reaching brand-building opportunities the channel presented [apart from] a slight appreciation for the cruise channel in the Caribbean,” Farrer said.
In 1996 veteran duty free executive Richard Ferne was hired to spearhead the company’s development in global travel retail. Ferne was then based in Hong Kong and relocated to Louisville in early 1997.
Brown-Forman said travel retail has grown “exponentially” in the past 20 years. Global travel retail is one of the top six revenue-generating regions for the company, with a team of more than 40 duty free staff members working in the channel around the globe.
Farrer contined: “Over the past two decades, the Brown-Forman Global Travel Retail team has been guided by some remarkably talented and far-sighted leaders. These individuals – Richard Ferne, Patrick Moran and Jim Perry – made a number of key and insightful decisions and retained a remarkably talented staff in countries and regions critical to travel retail.
“They made Brown-Forman GTR what it is today. It is now our opportunity to take our fine brands even further in travel retail through the excellent partnerships we have developed over these years.”
The Brown-Forman portfolio includes the Jack Daniel’s family of brands, Woodford Reserve and Old Forester Kentucky bourbons, Collingwood Canadian whiskey, Slane Irish whiskey, BenRiach, The GlenDronach and Glenglassaugh single malt Scotch whiskies, as well as Herradura and El Jimador tequilas, Finlandia vodka and Chambord liqueur.
Questions & Answers
Q.Which new products will Brown-Forman show at the TFWA World Exhibition next month?
Which new products will Brown-Forman show at the TFWA World Exhibition next month?
Brown-Forman will introduce BenRiach, GlenDronach, and Glenglassaugh single malt Scotch whiskies, and Slane Irish whiskey, at the exhibition. These brands are joining the company's existing portfolio.
Q.When did Brown-Forman formally enter the global travel retail business?
When did Brown-Forman formally enter the global travel retail business?
Senior executives at the Brown-Forman corporate headquarters in Louisville, Kentucky, decided to formally engage in the global travel retail business in 1996, hiring Richard Ferne to lead this development.
Q.How significant is global travel retail for Brown-Forman currently?
How significant is global travel retail for Brown-Forman currently?
Global travel retail has grown exponentially for Brown-Forman and is now one of the company's top six revenue-generating regions. It employs a team of over 40 duty free staff members worldwide.
Q.What was Brown-Forman's view on travel retail before 1996?
What was Brown-Forman's view on travel retail before 1996?
Before 1996, the company largely focused on the USA market and did not fully appreciate travel retail. There was only a slight recognition of the opportunities within the cruise channel in the Caribbean.
Reader pulse
Does GTR remain a high-growth channel for premium spirits?
22,371 votes so far