Brown-Forman Global Travel Retail (GTR) is debuting a reimagined booth at the TFWA Asia Pacific Exhibition & Conference in Singapore this week, spotlighting new releases across its Jack Daniel’s, The Glendronach, and Woodford Reserve portfolios. The immersive space at Stand #2-U26 places whisky craftsmanship and category innovation at its center, with dedicated areas guiding visitors from core expressions through to luxury and rare releases.
The redesigned booth concept reflects Brown-Forman’s strategy to elevate whisky as its central growth driver in the travel retail channel. Dedicated zones highlight both American whiskey and single malt Scotch.
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Oscar Camargo, Director GTR at Brown-Forman, said: "Being here in Singapore allows us to bring our vision for whisky in travel retail to life in a highly engaging way. Our new booth reflects the strength and diversity of our portfolio – from iconic American whiskeys to our expanding Single Malt range – while showcasing meaningful innovation and immersive experiences."
Camargo added: "With The Glendronach’s 200th anniversary and the full debut of the House Editions range, alongside exciting developments from Jack Daniel’s and Woodford Reserve, we are creating strong momentum with our partners across the region."
The Glendronach takes a leading position at the booth, marking 200 years of sherry cask mastery. The brand is unveiling its travel retail exclusive House Editions range, following a preview at TFWA Cannes 2025. The collection comprises The Sevillian Room, The Venetian Room, and The Parisian Room. Each expression captures the character of iconic European destinations through curated cask finishes created by Master Blender Dr. Rachel Barrie.
Keith Nair, Global Prestige Development Manager at Brown-Forman Single Malts, will host tastings of the new range at the booth. The full Glendronach GTR portfolio will also be on display, including the relaunched 21 Year Old and the new 30 and 40 Year Old expressions.
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Jack Daniel’s Tennessee Whiskey, described as the number one premium whiskey in GTR by both volume and value, continues to build momentum through innovation. Key highlights include the Jack Daniel’s Single Barrel Heritage Barrel, a new ultra-premium expression, and Jack Daniel’s Tennessee Blackberry, a new flavor innovation. The brand is also continuing its partnership with the McLaren Formula 1 Team, with a new limited-edition release for 2026 and the "Halo MK1" prestige offering.
Woodford Reserve, positioned as the number one super premium American whiskey globally, is presenting a refreshed brand experience emphasizing its luxury credentials.
Brown-Forman’s presence at TFWA Singapore 2026 reinforces the company’s ambition to strengthen its standing as a leading GTR player in the super premium-plus whisky segment.
