What to expect at TFWA World Exhibition & Conference 2025
Cannes will again play host to the TFWA’s annual Exhibition & Conference this month, with events and brands galore.
The allure of the French Riviera combined with the Tax Free World Association’s (TFWA) networking prowess makes its annual Exhibition & Conference a must-attend event for those involved in the travel retail sector. From 28 September to 2 October, delegates from around the world will descend on the Palais des Festivals in Cannes, France, for a valuable opportunity to engage with brands from the travel retail industry.
This is a chance for guests to immerse themselves in the trends shaping the future of global travel retail (GTR), and make important contacts along the way.
As is customary, the TFWA World Exhibition & Conference will open with a morning of impressive speakers, who will be interviewed by journalist and BBC HardTalk presenter Stephen Sackur. To begin with, TFWA president Philippe Margueritte will address the audience, offering his take on the future of duty free and travel retail in the current climate.
Sackur will then interview Rudolph Lohmeyer, partner at Kearney, and head of its National Transformations Institution, who has experience advising governments and board rooms about navigating long-cycle disruptions. Additional speakers will include Gloria Guevara Manzo, chief special advisory to the ministry of tourism in Saudi Arabia, and Bobby Jones, best-selling author and co-founder of brand consultancy Conspiracy of Love.
On the exhibition front, confirmed spirits companies include Diageo, William Grant & Sons, Moët Hennessy, La Martiniquaise-Bardinet, Pernod Ricard, and more.
“It’s gratifying to see that so many of global travel retail’s most prestigious brands are planning to join us once again in Cannes for what is undoubtedly one of the most important events in our calendar,” said Margueritte. “We look forward to welcoming these high-profile established names plus new game-changing tastemaker brands to TFWA World Exhibition & Conference.”
A number of evening events will offer additional opportunities to network – including The Spirits Business’ annual Travel Retail Beach Party, which will take place on Monday 29 September from 6.30pm until late. Those keen to attend should contact Aasiya Sackey to confirm their place: aasiya.sackey@thespiritsbusiness.com.
So, what else can visitors expect from this year’s trade fair? Below, we highlight a number of spirits brands worth making time to visit.
Familia Torres
Stand: E3, Blue Village
Discover Familia Torres’ extensive portfolio, which spans both wines and spirits. The company’s premium spirits range is crafted in Penedès by Juan Torres Master Distillers. The company’s flagship spirit is Torres Brandy, which will be available for guests to discover. The Spanish producer also creates Casals Mediterranean Vermouth, which launched in the UK in August.
Familia Torres is especially excited about the ongoing evolution of Europe’s duty free channel.
Bruno Texeira, global travel retail director at Familia Torres, said: “The region’s high passenger volumes, commitment to innovation, and strong emphasis on sustainability create an ideal environment for our brands. Spain, as our leading market, continues to captivate travellers with its local offerings, and we are dedicated to enhancing the consumer experience through ongoing innovation and tailored shopping experiences.
“We are also closely following the rapid growth of Asia’s duty-free sector, which presents exciting opportunities for premium and internationally recognised wines and spirits. The region’s dynamic nature and appetite for high-quality brands align perfectly with our portfolio and strategic ambitions.
“Beyond airports, we see significant potential in non-traditional travel retail channels. The cruise industry, in particular, is expanding rapidly, with new ships set to launch in the coming years. This channel offers unique opportunities for immersive brand experiences and direct engagement with consumers in a leisurely setting.”
Marie Brizard Wine & Spirits
Stand: AA4, Blue Village
Liqueurs, syrups, Tequila, Scotch whisky, vodka, Cognac – is there anything Marie Brizard Wine & Spirits (MBWS) doesn’t make? Head to the company’s stand to discover more about its latest innovations, such as the new Spritz that combines Marie Brizard Aperitivo and Marie Brizard Limoncello, spicy Tequila San Jose Pineapple Chili liqueur, the floral Marie Brizard Violet liqueur, Marie Brizard Ginger liqueur, and Marie Brizard Kiwi syrup.
MBWS hopes to use the exhibition to further its GTR connections, which are already strong for Sobieski Vodka and Cognac Gautier, and develop the channel for other international strategic brands in its portfolio.
Jean-Myrtil Laurent, MBWS international general manager, said: “This year is especially significant for the MBWS portfolio as two of our iconic brands, Cognac Gautier and Marie Brizard, are celebrating their 270th anniversaries.
“To mark the occasion, Marie Brizard unveils a limited edition celebrating both heritage and innovation, blending tradition with modernity. This signature liqueur combines refined notes of tea, bergamot, lime, neroli, and hibiscus, elevated by a base of Cognac Gautier. This milestone commemorates our enduring French savoir-faire and expertise.”
Zamora Company
Stand: H22, Red Village
Discover the entire Zamora Company portfolio at this year’s fair, from Licor 43 and Limoncello Villa Massa to Lolea Spritz and Martin Miller’s Gin. The company’s wines will also be showcased.
“TFWA Cannes remains the most important event in the travel retail calendar,” noted Ruben Canabal, global travel retail director, Zamora Company. “It’s an unparalleled platform that brings together all the decision-makers in one place, allowing for high-level, strategic discussions that are essential for our business. For us, the show is vital because it provides a clear vision of the future trends in the industry – from sustainability and digital integration to evolving consumer habits.”
The aim for the team will be to strengthen its existing GTR relationships, and, hopefully, build new ones for the future. Market-wise, Zamora Company noted it was particularly excited about the Americas, where it sees room to grow due to ‘robust recovery in travel’ and a strong premiumisation trend.
Diageo
Stand: Majestic Beach 1, Majestic Beach Village
Known for creating some of the world’s leading spirits brands, including Johnnie Walker blended Scotch, Smirnoff vodka, and Gordon’s Gin, Diageo will be returning to Cannes this September. This year, the company will be focusing on ways brands and consumers connect through their global travel journey.
At this year’s exhibition, Diageo will showcase a selection of its portfolio, demonstrating how its brands are able to meet evolving consumer trends in the travel retail channel.
Guests will be able to experience a bespoke ‘departures lounge’ through Diageo, which will offer innovative activations such as The Gifting Lab, The Explore Lounge, The Launchpad, and The Mixology Carousel. Each one has been carefully designed to encourage interaction and inspire new ways of thinking, with tailored solutions for airports, cruise ships, and airlines.
Furthermore, expect to learn how various Diageo-owned brands, including Don Julio Tequila and The Singleton whisky, are adapting to offer increasingly exclusive and memorable experiences to travel retail shoppers worldwide.
Casa Redondo
Stand: K22, Red Village
There will be a number of flagship brands on display at Casa Redondo’s stand – including Safari, the tropical fruit liqueur made with mango, passion fruit, and papaya. The brand was previously owned by Diageo, but was acquired by Casa Redondo in 2024.
Take some time to discover how Casa Redondo is giving Safari a new lease of life, which it hopes will resonate with younger demographics around the world.
Aperitivo Per Se will also be on offer, as will Licor Beirão. The latter product is Portugal’s number-one spirit, crafted from a secret recipe of spices and botanicals.
Daniel Redondo, CEO of Casa Redondo, commented: “TFWA Cannes is an essential stage to connect with the most relevant people in the industry. This year, we are particularly excited about the relaunch of Safari, which we believe has enormous global potential in the travel retail channel. It is also the perfect occasion to meet our clients – and, of course, to celebrate together.”
Duty Free Global
Stand: J35, Green Village
“The global wines and spirits business has experienced some difficult dynamics of late,” noted Barry Geoghegan, owner of Duty Free Global. “It is more important now that the strong partnerships become even stronger during tough times.”
As such, and in keeping with its long-term ambitions relating to the TFWA World Exhibition, Duty Free Global will be taking the opportunity to reconnect with its global business partners and review its business so far in 2025. New partners and opportunities are also always welcome, the company stressed.
So, where does opportunity lie? Geoghegan says: “There will be strong growth in tier-two European airports and ferries as more people avail themselves of competitive pricing in these sectors. These channels open new consumers to the GTR opportunity, and we need to provide them with the correct assortment that fits their lifestyle and consumption habits. As these passengers mature, they will inevitably continue their travel journey to more long-haul destinations, and will then be exposed to tier-one airports with a more super-premium offer.”
Nemiroff Vodka
Stand: E30, Yellow Village
Nemiroff Vodka is especially excited by European and Middle Eastern travel retail markets. Thanks to a rising middle class, a strong gifting culture, and a penchant for quality international brands, Nemiroff eyes potential in the Middle East.
Furthermore, Yuriy Sorochynskiy, CEO of Nemiroff Vodka, said: “Indian consumers are demonstrating a growing appreciation for craft and heritage, which aligns perfectly with Nemiroff’s authentic Ukrainian story and commitment to bold, uncompromising quality.”
The TFWA event in Cannes will be the next step in Nemiroff’s ongoing premiumisation journey. Portfolio highlights to discover will include ultra-premium Lex by Nemiroff, the repositioned Reserve expression, classic De Luxe, and the flavour-forward Inked Collection. Sorochynskiy added: “This year’s TFWA show carries particular importance. The travel retail industry is bouncing back with strong momentum, and consumer expectations are shifting towards more curated, premium experiences. We’re looking forward to building long-term strategic alliances that go beyond transactional sales.”
Osborne
Stand: D3, Blue Village
There is a lot to discover at the Osborne stand. First and foremost, the producer will be introducing a new premium edition of Nordés Gin, described as an elevated expression of the Galician spirit. The Carlos I range will debut a new look, including an updated logo and branding that balances heritage with contemporary appeal.
But that isn’t all, as Cathy Aumiaux Rolland, global travel retail manager, explained: “One of the highlights will be a special masterclass featuring Montecillo and Viña Monty wines, Cinco Jotas Iberian ham, and Riofrío caviar, hosted during the fair with the press. And, of course, we’ll be taking part in the cocktails, dinners and
post-fair gatherings that make TFWA Cannes such a unique and vibrant moment in the industry calendar.”
In the wider GTR world, Osborne is strengthening its positioning in its core markets and rolling out a strategic expansion plan by region, channel, and category.
Tito’s Handmade Vodka
Stand: M71, Green Village
GTR has long been an important part of Tito’s Handmade Vodka’s growth strategy. The American vodka hopes to be in as many markets worldwide to ensure its loyal fan base is able to secure a bottle of Tito’s wherever they are in the world.
John McDonnell, managing director, international, at Tito’s Handmade Vodka, said: “TFWA in Cannes is always an important opportunity to see customers and friends in person – and forge new relationships too – all in one place. At the show this year we’ll again be showcasing our range of Tito’s package sizes, perfect for travel retail, ranging from large format 1.75l handles to convenient 200ml and 50ml bottles ideal for impulse purchases. “Also at TFWA, we’ll be debuting our new 2025 ‘ugly sweater’ for the holidays, a collector’s item that retailers and consumers always look forward to each year.”
This year, Tito’s inked a distribution deal with Zamora Company Iberia in Spain, Andorra, and Gibraltar to once again expand the company’s international footprint.
Pernod Ricard
Stand: Bay 8, Bay Village
“There are three nationalities currently over-indexing in terms of performance for Pernod Ricard GTR: China, Türkiye, and India,” said Liya Zhang, vice-president global marketing, Pernod Ricard Global Travel Retail (GTR).
“Each has strong spending power, strong recall of omnichannel campaigns, and is looking for a memorable experience in-store, but have different drivers for making a purchase.”
This year is particularly special for Pernod Ricard, as it celebrates its 50th anniversary. To commemorate the occasion, visitors to TFWA Cannes will be able to enjoy brands such as Ricard, Lillet, Código 1530, Bumbu, Redbreast Irish whiskey, and Jefferson’s Bourbon. The company will be announcing innovation for Chivas Regal, a new aged single malt range from The Glenlivet, and it will offer tastings from its super-premium and prestige ranges, including Martell, Ballantine’s, Royal Salute, and The Chuan.
Zhang added: “It’s important for us to come together with our customers to acknowledge our joint efforts in adapting to a new trading landscape, and celebrate our key wins.”
La Martiniquaise-Bardinet
Stand: AA4, Blue Village
“Cannes remains a must-attend event to kickstart the post-summer season and energise our teams for the exciting challenges and objectives ahead,” enthused Donatien Ferrari, group communications manager, La Martiniquaise-Bardinet.
In the GTR channel, La Martiniquaise-Bardinet, whose vast portfolio includes Saint James agricole rum, Label 5 and Glen Moray Scotch whiskies, and Gibson’s Gin and Generous Gin, sees great opportunities in the Middle East, “especially Dubai, where we are seeing excellent results and strong momentum”, Ferrari noted.
At this year’s trade event, the French firm hopes to reinforce the visibility of La Martiniquaise-Bardinet in the GTR sector. The group will also be showcasing Cacique, a Venezuelan rum brand that it bought from Diageo earlier this year.
“Our clients from around the world are always here, creating a truly family-like atmosphere,” he added. “We are confident and excited about this new edition, especially as our presence in global travel retail continues to grow strongly.”
Maison Ferrand
Stand: K64, Green Village
“TFWA Cannes is more than a trade show, it’s the heartbeat of the global travel retail industry,” noted Laura Fournie, head of travel retail, Maison Ferrand.
At this year’s event, the French firm hopes to make meaningful connections in the sector, and share the craft, heritage and creativity of Maison Ferrand’s brands.
Brands that will be displayed during the fair include premium-plus rum brand Planteray, Citadelle Gin, Ferrand Cognac, and super-premium sipping rum Canerock.
“For Maison Ferrand,” continued Fournie, “it’s an invaluable opportunity to listen, learn, and contribute while placing our craft spirits on a truly global stage. The energy and diversity of this event make it one of the most meaningful moments of the year, and for us as an independent, family-owned company, it is a great opportunity to stand alongside the biggest players and share what makes our approach so distinctive.”
Beluga Vodka
Stand: L36, Green Village
Noblewood Group will be showcasing its broad Beluga Vodka portfolio at this year’s event – with a special emphasis on Beluga Gold Line. This is the most premium vodka in the group’s portfolio.
Beluga Gold Line undergoes a meticulous filtration process, and an extended 90-day resting period. The wax-sealed bottles are presented in a leather box, which is individually numbered. The opening of the bottle is somewhat ceremonious, requiring a special hammer and brush to break and remove the wax seal.
Also set to be showcased on Noblewood’s stand will be the company’s first foray into the gin category: Oyster Fine de Claire Adriatic Gin. The gin is made from a blend of herbs and other botanicals native to Montenegro, and comes in two variants: Gin Adriatic and Wild Citrus. Visitors can sample both expressions to learn more about Noblewood’s latest product development.
González Byass
Stand: F3, Blue Village
“At González Byass, our goal for TFWA Cannes 2025 is to strengthen relationships with our valued partners and to introduce the latest innovations from our diverse portfolio,” said Violaine Creuzé, global travel retail manager, González Byass. “We want to showcase how our family-owned house, with over 185 years of history, continues to combine heritage and craftsmanship with innovation, sustainability and consumer relevance in global travel retail.”
Guests will be able to sample and learn more about a selection of the company’s brands, including The London No1 Gin.
González Byass is particularly excited about growth opportunities in Asia Pacific. “Travellers in this region are increasingly looking for premium, authentic brands with strong heritage and sustainability credentials,” said Creuzé. “González Byass, with its unique Sherries, like Tío Pepe, award-winning Spanish wines and premium spirits, in particular Nomad, is perfectly positioned to respond to this demand, and build meaningful connections with a new segment of consumers.”
Vecchio Amaro del Capo
Stand: J54, Green Village
Expect the chance to explore the full scope of products from Vecchio Amaro del Capo at this year’s exhibition. This marks an important period in the company’s calendar, as it locks into growth opportunities in global travel retail, building on its success in Italy, the company’s strongest market.
The portfolio of products includes the eponymous Vecchio Amaro del Capo, a herb-based liqueur made from an ancient family recipe. The product is made at Distilleria Caffo in Italy.
Other producers in the Caffo Group’s stable include Emporia Gin and Sir Miller Dry Gin, plus Taijà Dry Vodka. In addition, visitors to the stand can learn about the variety of limoncellos the firm has in its portfolio, part of an extensive selection of Mediterranean liqueurs.
A spokesperson from Vecchio Amaro del Capo added: “By the acquisition of the Cinzano brand (which will be finalised by the end of October), this show is our first official international show where we could have the opportunity to meet our future potential partners worldwide.”
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