TFWA PREVIEW – Proximo showcases GTR range

Proximo is to use its new location at TFWA 2019 to showcase the nautical nuances of it its GTR range. The new location will be in the show's Harbour Village.

Starting Sunday 29 September, Proximo will have its stand on the DXB Yacht in Harbour Village. The company claims to have chosen the new venue to showcase its commitment to creating innovative retail solutions and to illustrate its creativity in the duty free space. 

The new yacht location is also a nod to the nautical nuances of some of Proximo's brands such as The Kraken Black Spiced Rum and The Steamship Collection from Bushmills Irish whiskey. The Kraken is named after the myth and legend and The Steamship Collection, which is a global travel retail exclusive, was inspired by the voyages of the SS Bushmills, a steamship launched in September 1890.

David Phelan, global travel retail director of Proximo says: “We are delighted to be back at TFWA again this year and we invite all our friends and partners to come see us at our yacht in Harbour Village. We wanted to do something different to highlight the fresh and exciting experiences we are bringing to our customers in travel retail and to show our partners how we think differently as a company.”

A highlight of Proximo's presence at Cannes this year is Kraken, following the brand’s recent ‘Seek out the Kraken’ campaign, which included immersive activations at London’s Gatwick Airport, London Luton Airport, London Stansted Airport and Frankfurt Airport. Another recent innovation includes Proximo's launch of Cuervo World of Tequila with Heinemann Duty Free in Sydney, Dubai Duty Free and Frankfurt Airport.

David adds: “Innovation lies at the heart of our ethos and values at Proximo so we’re always looking for ways to demonstrate our creativity. We seek to create new ideas to introduce our brands to travellers across the globe and give them a special shopping experience they can’t find in their domestic markets. TFWA gives us a fantastic opportunity to share how we do this in breakthrough ways that will deliver value and excitement to our customers.”

In addition to The Kraken Rum and Jose Cuervo Tequilas, the Proximo yacht will also feature the latest from Bushmills Irish Whiskey.

26 September 2019 - Sam Coyne The Drinks Report, editor