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TFWA Cannes – Day 2 in Short

Strategy comes to the fore as producers lay down their plans for the years ahead, amongst GTR launches at Lanson and The Macallan

Sam Coyne The Drinks Report

The Tuesday of TFWA Cannes is famously the busiest day of the week and often the one that sees exhibitors and delegates alike make their way en masse to the various open-bars at the end of the day. Those in the drinks press trade rarely need an excuse to find the bars, but there was a lot for us to cover too. 

Champagne Lanson launched its organic Green Label non-vintage cuvée into GTR and announced a new strategy and positioning for its Champagnes going forwards. The repositioning and strategy suggested a more straight-forward approach for the House that in theory should translate to consumers through an easier to understand identity.

It was a big day of news for Edrington's The Macallan, which opened with the news of a new whisky maker and in GTR launched a new single malt. We aren't allowed to talk about it yet — but in the very near future we will be, hopefully...

Heineken brought its team together to discuss the coming months and opportunities for its portfolio and on in-flight and cruise-line services. To summarise we can expect contined growth in no/low ABV drinks, and as such developments into this offering from the producer. It's clearly been a successful year for the GTR team at Heineken as they reported double-digit sales volume growth in its duty-free business on the back of increased distribution.

Stoli Group revealed an updated brand identity for its Elit vodka and discussed its strategy for GTR for the months ahead. The identity involves a new bottle design, a global campaign and renewed focus on GTR.

For non-US GTR the group also announced limited-edition releases for its American whiskey brand Kentucky Owl Bourbon. The releases include the Confiscated, Rye 3 adn Bourbon 9 expressions. A new expression of Bayou rum (Single Barrel No.2) and Cristilino aged Cenote Tequila were also revealed. Tequila lovers will have to keep an eye out as Stoli's other Tequila brand KAH is the subject of a brand refresh including bottle and pack design for GTR. Stoli Lime vodka will be in GTR outside of the US for the first time from January 2020. 

A lot to take in and digest, but with Day 3 the final major day of launches and events at TFWA, the show is in full-flow and the world of spirits in GTR will have a number of new faces in the months to come. 

1 October 2019