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Unmissable exhibitors at TFWA Asia Pacific

Attendees at this year’s TFWA Asia Pacific will be treated to some of the best the spirits world has to offer. The Spirits Business introduces the show and highlights some of the brands that will be wowing guests.

The travel retail world is gearing up to descend on Singapore for what promises to be the most action-­packed TFWA Asia Pacific Exhibition & Conference to date. More than 300 wine and spirits brands have been confirmed for the 2018 event, spanning all manner of alcoholic beverages, from gin and vodka to Scotch whisky, Tequila, Armagnac and brandy.

Proceedings will get under way on 6 May at the Marina Bay Sands Expo and Convention Centre, and will continue until close of play on 10 May. No fewer than 1,200 guests are expected to flock to this year’s show, which will start with the annual golf tournament, hosted in partnership with Interparfums, at 7.15am on Sunday morning at Raffles Country Club. By the evening, however, the alcoholic beverages will begin to flow as visitors are invited to the traditional Welcome Cocktail at 7.30pm – which will take place at the Gardens by the Bay. Attendees will be granted exclusive access to the Flower Dome, while sipping Champagne and cocktails, accompanied by a buffet.

After each busy day of perusing the hundreds of brands exhibiting at this year’s show, visitors will have the chance to unwind and mingle further at a host of TFWA parties throughout the week. Tuesday evening will offer guests the chance to relax at the Chill­-Out Party at the Mandarin Oriental Hotel. With a swimming pool and stunning city skylines to take in, the Lacoste­-sponsored party will also be offering massages, reflexology and gem therapy.

The following night will see the Singapore Swing Party at the JW Marriott hotel, designed to transport guests to a parallel universe. The TFWA Asia Pacific Bar will, of course, be open for business from Monday to Wednesday from 6pm-­7.30pm during the show, located on the terrace of the Marina Bay Sands Expo and Convention Centre. Drinks will be provided courtesy of this year’s exhibitors.

POWERHOUSE OF PROMISE

And what an exciting time it is to be part of the Asia Pacific travel retail market. The region is garnering huge potential as a travel retail powerhouse. Last year, airports in Hong Kong and Singapore reported record passenger numbers (72.9 million and 62.2m respectively), while the world’s first airport retail to accept digital currency was proposed in Brisbane.

China continues to be a driving force behind augmenting passenger numbers, bolstering the number of travellers through Changi Airport by 6% to 62.2m in 2017. Indian nationals also registered double­-digit growth there. Seoul Incheon’s Terminal 2 was officially opened last year and tourists from China seem to be on the rise, following a 40% drop thanks to the THAAD missile dispute. With more passengers passing through the region, business is sure to be booming in the surrounding markets.

As with previous years, the show provides a chance to discover new products, engage with brands’ latest marketing initiatives, sample current trends dominating the cocktail scene – and all while meeting acquaintances from the industry.

Erik Juul-­Mortensen, TFWA president, says: “I’m thrilled that this year’s TFWA Asia Pacific Exhibition & Conference is most certainly shaping up to be another successful event.

“We look forward to catching up with old friends as well as meeting new colleagues at what promises to be a great week in Singapore.”

Turn over to the following pages for a selection of unmissable brands exhibiting at TFWA Asia Pacific this year.

Borco

Stand: H33, Basement 2Sie

It’s all about agave at Borco’s stand at TFWA Asia Pacific, as the family­-owned company plans to focus on its mezcal brands Marca Negra and Meteoro. The group took over global distribution of the brands (exempting the US, Canada and Mexico) in January this year and is eager to demonstrate what the collections have to offer.

Specific expressions will include Mezcal Marca Negra Espadín, Sanmartín, Ensamble, Tobalá and Tepeztate, as well as Mezcal Meteoro Espadín.

Borco will also brings its Sierra Milenario Tequila to Singapore this year, showcasing its Silver, Reposado, 100% Antiguo Plata and Antiguo Añejo bottlings. Dr Tina Ingwersen-­Matthiesen, member of the Borco board and part of the Borco owner family, says: “In an exceptional way, the TFWA show in Singapore as one of the leading trade shows in Asia Pacific allows us to strengthen our network in this area, which is increasingly important for our business.

“The atmosphere of the fair is unique and we are delighted to be able to showcase the fascinating additions to our agave-­based spirits portfolio, mezcal Marca Negra and Meteoro, to key industry buyers this year. We are looking forward to inspiring conversations at our stand.”

Distell

Stand: F27, Basement 2

Cream liqueur producer Amarula will unveil its latest expression at this year’s TFWA Asia Pacific show – Amarula Vanilla Spice. The latest variant from the Distell­-owned brand is made from “ethically sourced” African ingredients, including the native marula fruit and vanilla extract from Madagascar.

“Amarula represents Africa in a bottle and uses only genuine, African ingredients, handpicked and handcrafted to create distinctive taste profiles,” says global brand strategy manager Natasha Maharaj.

Amarula has also partnered with African artists to design limited-edition packaging inspired by Africa’s cultural diversity. The four global travel retail­-exclusive bottles depict designs from Egypt, Kenya, South Africa and Nigeria, each created to encapsulate African fashion, art, sculpture, furniture, textiles and jewellery designs.

“African artists are not followers, they are leaders and trend­setters,” adds Maharaj.

Ian Macleod Distillers

Stand: C02, Basement 2

There’s a new Glengoyne Scotch whisky to be discovered at Ian Macleod Distillers’ stand this year. The Glengoyne Spirit of the Oak Collection is a global travel retail­-exclusive series, designed to communicate the story behind the distiller’s Sherry oak casks, which journey from forest to coopers in southern Spain, then on to the distillery at Dumgoyne, Scotland.

The four expressions that comprise the collection are Cuartillo, Balbaína, Pedro Ximénez Cask Finish and the 28 Year Old. After ageing in first­-fill American oak oloroso Sherry casks, Cuartillo is described as having flavours of toffee, apricots and vanilla, with a hint of cinnamon, while Balbaína is said to be full of rich brown sugar, raisins, dried apple and cloves, thanks to its time in first­-fill European oak Sherry casks. Glengoyne Pedro Ximénez Cask Finish is “rich and intense”, with fresh oak, spice and a touch of caramel sugar.

The 28 Year Old, meanwhile, is said to be “complex and deep”, with fruit and spice evident following 28 years in first-­fill oloroso Sherry casks.

La Martiniquaise

Stand: L2, Basement 2

You’ll want to dedicate a decent amount of time to the La Martiniquaise stand at TFWA Asia Pacific. The French drinks group will be bringing its leading spirits brands to Singapore, including Label 5 blended Scotch whisky, Sir Edward’s blended Scotch whisky, Glen Moray single malt Scotch whisky and Poliakov Vodka, as well as Bardinet brandy and Saint James agricole rum.

A key focus for the group will be its first international campaign for Speyside whisky Glen Moray, which launched this year. Titled ‘Share’, the campaign strives to promote the values of authenticity and human relationships. Four visual adverts have been designed, each featuring Glen Moray employees – including master distiller Graham Coull – which demonstrate different ways of sharing: Share Moments, Share Experiences, Share Secrets and Share Time.

Label 5’s international campaign ‘The Power of 5’ will also be given a global travel retail push at the show, following its launch towards the end of 2017. The campaign has been featured in stores, at key brand events and partnerships, and on outdoor ads

Maison Boinaud

Stand: A01, Basement 2

Cognac, vodka, whisky – there will be a vast assortment of spirits on show at Maison Boinaud’s debut stand. The French firm boasts an impressive portfolio, including brands such as De Luze Fine Champagne Cognac, J. Dupont Grande Champagne Cognac, Cognac Naulin, Grand Empereur brandy, Kookla vodka and Lordly whisky. At this year’s TFWA Asia Pacific, Maison Boinaud intends to reveal its new Cognac de Luze Extra expression, alongside a new website for the brand – www.cognacdeluze.com. The new site carries the tagline ‘our Cognac, your taste’, and has been given a modern and contemporary appearance. In addition to this, the company will also unveil two new limited­-edition vintage releases for J. Dupont Grande Champagne Cognac: 1988 and 1989. Plus, there will be a new Armagnac brand to discover at the stand – Signature de France, which will specialise in cask strength rare vintage releases. A spokesperson for Maison Boinaud says: “We will be happy to have a toast with everyone and to share our vision and our family values.”

Pernod Ricard Global Travel Retail

Stand: N22, Basement 2

For a first glimpse of a new travel retail-exclusive Scotch whisky campaign, make sure you pay a visit to Pernod Ricard Global Travel Retail’s stand in Singapore. The team has created an integrated campaign designed to celebrate the “diversity and superiority” of seven of its blended Scotch whiskies, called The Aged and Blended Whiskies of Scotland.

The collection includes Ballantine’s 17 Year Old, Ballantine’s 21 Year Old, Ballantine’s 30 Year Old, Chivas Regal 18 Year Old, Chivas Regal 25 Year Old, Royal Salute 21 Year Old and Royal Salute 32 Year Old.

“Establishing ‘The Aged and Blended Whiskies of Scotland’ selection will set a benchmark of quality in Scotch whiskies and act as a written seal of approval for travellers who are navigating the comprehensive category looking for whisky that they know will be superior in all respects,” says Jenny Shipton, brand director of Scotch whisky, Pernod Ricard Global Travel Retail.

The initiative will cover merchandising, outdoor media, digital and in­-airport activations in “key hubs” such as Dubai, Singapore, Shanghai, Beijing, Amsterdam, San Francisco and LA until July.

Danzka

 

Stand: B34, Basement 2

There’s plenty to get excited about over at Danzka’s TFWA Asia Pacific stand. First of all, the brand will unveil a new miniature pack featuring four 50ml bottles, designed to be suitable for all hand luggage and including the brand’s Original, Citrus, Cranraz (cranberry and raspberry) and Apple flavours.

What’s more, Danzka’s parent company, Waldemar Behn, will be presenting the recently expanded Family Brands Alliance group for the first time since welcoming Bache-­Gabrielsen Cognac to the fold. The alliance between Waldemar Behn and Pallini Limoncello was established at the TFWA World show in Cannes, France last year.

Rüdiger Behn, CEO of Waldemar Behn, says: “The alliance has already shown a very positive impact for both founder companies, Behn/Danzka and Pallini.

The idea of joining forces and keeping the high service level middle­-sized, family­-managed and owned companies are known for has worked out.”

William Grant & Sons

Stand: N19, Basement 2

Glenfiddich will be bringing its Winter Storm to Singapore this year. Part of the Glenfiddich Experimental Series, Glenfiddich Winter Storm is a single malt Scotch whisky that has been finished in Canadian ice wine casks. The distillery partnered with Peller Estate winery in Niagara – where grapes are picked at night when temperatures can drop to 10°C – to create the 21­-year­-old variant.

Glenfiddich will also be highlighting its Cask Collection Finest Solera at TFWA Asia Pacific, which is the first in a series of rare whisky expressions developed in partnership with crystal glassware manufacturer Baccarat.

On the Tuesday evening of the show, as is customary, William Grant & Sons will host its annual event, where guests can try a selection of cocktails made with the group’s leading brands.

Ed Cottrell, global travel retail managing director, says: “There are ongoing challenges in the channel, of course, but we will see huge potential and growth and new business. One of these growth areas is North Asia.”

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