This year’s TFWA Asia Pacific Exhibition & Conference is set to put the increasingly important region under the spotlight – with a more diverse liquor showing than ever.

The engine room of growth in global travel retail, the Asia Pacific region is as diverse as it is promising. The market dynamics and culture of selling varies tremendously – just consider Korea in the north down to New Zealand, and India across to the Philippines. The Asia Pacific region continued to lead the industry in terms of both market share and growth in 2015, accounting for 40% of all sales, at US$25.2 billion, up by 2.6% year on year. As a result, all stakeholders, wherever they operate across the globe, are taking note of the shifting power dynamics when it comes to spend.

There are many reasons why the TFWA Asia Pacific Exhibition & Conference, which this year takes place from 7­-11 May at the Marina Bay Sands Expo and Convention Centre in Singapore, is a compelling industry event for spirits. Topping the agenda this year is a conference programme that is set to inform, inspire and challenge attendees. Under the theme of ‘reigniting the industry’, a range of speakers from inside and outside the global travel retail channel will set the tone ahead of the three exhibition days that are set to be filled to the brim with meeting and networking opportunities.

The full­-day conference session will open with a state­-of­-the-­industry address from TFWA president Erik Juul-­Mortensen and Asia Pacific Travel Retail Association president Jaya Singh, before the first of two plenary sessions gets under way, led by Anil Gupta, a World Economic Forum member, commentator and author of a number of books, including The Silk Road Rediscovered.

Gupta will be joined by Tan Sri Rafidah Aziz, chairman of AirAsia X and the former Malaysian minister of international trade and industry, who will explore the future of regional economic integration.In the second plenary session, Porter Erisman, former Alibaba vice­ president, will share the renowned e­commerce firm’s success story, before Andrea Belardini, Dufry’s Asia, Middle East and Africa CEO, addresses recent duty free developments in the region.

After a networking lunch, three workshops will run concurrently: Workshop A is on Rediscovering Japan; Workshop B is Re­engage: Driving Customer Loyalty; and Workshop C is Reassessing our Industry Challenges Today and Tomorrow.

“This exciting region continues to lead the recovery in the duty free and travel retail sector, accounting for the top three countries in terms of sales during 2016, and an impressive six out of the top 10,” says TFWA’s Juul­Mortensen. “It’s looking to be another excellent exhibition and conference, with a record number of companies and exhibiting space.”

But it’s not all work – as always, the hectic days of meetings and negotiations are balanced with a networking and social programme taking in the sights and sounds of Singapore. Before the event begins, the iconic Raffles Hotel will host the elegant Welcome Cocktail on the evening of Sunday 7 May, and on Tuesday 9, delegates will decamp to the Mandarin Oriental for the Chill­Out Party.

Events culminate at the Singapore Swing Party on the evening of Wednesday 10, where guests will be transported to another world – or Universal Studios in Sentosa – for a mesmerising evening of entertainment and thrilling rides. In addition, exhibitors and visitors alike are invited to frequent the TFWA Asia Pacific Bar after the show floor closes each evening, where guests can enjoy drinks on the terrace overlooking Marina Bay.

From the conference to the cocktails and meeting new colleagues and old friends, the TFWA Asia Pacific Exhibition & Conference remains a highlight in the spirits industry calendar.

Click through the following pages for our pick of the most unmissable spirits at the upcoming TFWA Asia Pacific Exhibition & Conference 2017.

Borco

Stand: H33, Basement 2

Family business Borco believes in the strength of personal meetings, and as such attendance at the TFWA Asia Pacific Exhibition & Conference is key, says Dr. Tina Ingwersen­Matthiesen, a member of both the Borco board and the family behind the firm.

“Meeting our existing and potential new partners is the main reason to participate,” she says. “We have a strong, diversified portfolio – TFWA is a perfect platform to showcase this within the region.”

In terms of product, she says: “We have a clear vision of expanding our latest addition in our rum portfolio, Ron Vacilón, and the new range of Sierra Milenario into Asia domestic and duty free,” she continues. “Our leading Tequila brand in the European market, Sierra Tequila, has relaunched and enlarged its ultra­premium range. Next to the existing three SKUs (Blanco, Reposado and Extra Añejo) we have recently launched an Añejo, Fumado and Café.”

Fumado is a smoked variant, said to be the first of its kind – all will be available to discover on­stand.

Chabot Armagnac

Stand: B14, Basement 2

Chabot Armagnac has been exhibiting at the TFWA Asia Pacific show since its inception. “Our aim is to show our partners that we believe in the growth potential of Armagnac, and we are investing in various ways to lead that growth with Chabot,” says Kathleen Gentzbourger, president of MG Cellars, the brand’s Asia partner. “We listen to our customers’ expectations and bring solutions and ideas to create the ‘wow factor’ for international travellers.”

One way the brand works to achieve this is through tastings. “We will introduce Chabot using the five senses,” Gentzbourger continues, citing the sight of the crystal decanters, the sound
of the Armagnac poured, “smoky, dried fruit aromas” on the nose, and the taste and mouthfeel of the “rich and unusual spirit”.

Product focuses for the show include the core Chabot VSOP Gold 1L, Chabot XO 1L and Chabot Extra 70cl, although Gentzbourger notes the brand will adapt to demand. “Armagnac is well received by Asian travellers and we are maximising this opportunity globally,” she continues.

Danzka

Stand: B34, Basement 2

Waldemar Behn will showcase super­premium vodka Danzka The Spirit at the show, in an effort to ramp up regional distribution.

The “totally pure vodka” was launched in Cannes at the TFWA World Exhibition last October and is created using traditional vodka distillation methods. It was developed by Rüdiger Behn, a fourth­ generation distiller, along with Timothy Jacob Jensen, chief designer of Jacob Jensen Design, with the aim of combining distilling with Scandinavian design traditions.

Bottled at 44% abv, the expression uses raw wheat as a base material for a “pure, substantial and slightly grainy” finish. The Spirit is presented in a matte black, sleek, modern evolution of its aluminium bottle.

The expression is exclusively available in travel retail channels, and has already been listed with King Power, Gebr. Heinemann, Dufry, Lotte, Shilla and Dubai Duty Free, with more to be announced throughout the year.

Fraternity Spirits World

Stand: B02, Basement 2

Fraternity Spirits will use the TFWA AP event to expand its distribution network in the region and showcase ultra­premium Tequila Corralejo Extra Añejo 1821.

The expression, which was unveiled at the Cannes event in 2016, marks a new brand positioning for Tequila Corralejo. Part of a wider ultra­premium range, the brand also now carries a new slogan, ‘For those with pride stand tall’, reflecting the shape of the bottles used.

A 100% blue agave Tequila produced using double­ distillation copper pot stills, the expression is aged for 36 months in oak barrels no bigger than 200 litres. According to the brand, it offers notes of sweet cooked agave, cinnamon, pepper and clove for a “perfect smoky and woody flavour”.

“TFWA Asia Pacific Exhibition is the perfect opportunity for us to showcase the exciting range of brands we have to offer key Asian retailers,” said Raffaele Berardi, CEO Fraternity Spirits World.
Other spirits and liqueur brands set to be showcased on the Fraternity Spirits stand include Ron Prohibido 15 Gran Reserva, Ron Prohibido 12, and Horus Chocolate Liqueur.

La Martiniquaise

Stand: L2, Basement 2

French drinks group La Martiniquaise returns to exhibit in Singapore with a range of familiar brands and new products.

“First, we’ll be unveiling the new Label 5 Premium range, which has been revamped for a more qualitative and assertive design,” says Nadège Perrot, international senior brand manager. “The multi­ faceted glass bottle is adorned with new packaging elements in a clear colour code, and the positioning between the Gold Heritage, the 12 Years Old and the 18 Years Old is more clearly expressed. With Label 5 representing almost 80% of La Martiniquaise’s sales in Asia, we wanted the reveal to take place at Singapore.”

Other key focuses include blended Scotch Sir Edwards, following the launch of Smoky, a “richly­peated” expression, and Glen Moray, the company’s single malt Scotch, which will be present with 12­, 15­ and 18­year­old age statements.

VP Brands

Stand: K32, Basement 2

TFWA Asia Pacific has become the “principal show” for VP Brands – formerly Vinprom Peshtera – over the years, with Asia a “a key region in our global development strategy,” says Alexander Urmanov, managing director of Power Brands, which works with the firm in the region.

“We have already made firm steps in Malaysia and Taiwan, where our flagship brands Flirt Vodka and Black Ram Whisky are showing promising results,” he continues. “Our ambition is to expand the regional presence of our wines­and­spirits portfolio with a strong emphasis on brand­building with regards to our focus categories of vodka and whisky.”

Both Flirt and Black Ram are key focuses on­stand. “In addition, we will introduce our newest brand Kabile in our multi­awarded quality wine portfolio,” Urmanov reveals.