Brown-Forman is transforming its super-premium whiskey showcase at TFWA Cannes 2025 with exclusive product launches across its American whiskey and single malt portfolios. The spirits giant is unveiling new Jack Daniel’s innovations and The Glendronach’s expanded travel retail range at Beach Village 01, Stand 11.
Jack Daniel’s Leads Brown-Forman GTR Strategy with New Releases
Jack Daniel’s, maintaining its position as the number one premium whiskey and American whiskey in global travel retail, is introducing Jack Daniel’s Single Barrel Heritage Barrel and Tennessee Blackberry at the show. The brand is also launching new retail visibility and shopper activation concepts to strengthen its market presence.
Woodford Reserve, the leading super premium American whiskey in GTR, is showcasing its exclusive Double XO expression, now a permanent part of the travel retail range due to consumer demand. The brand is also previewing Double Double Oaked, scheduled for GTR launch in 2026.
“In Cannes, we are bringing our portfolio to life with standout innovations and experiences. From the permanence of Woodford Reserve Double XO, made part of our GTR range by popular demand, to the global introduction of The Glendronach’s new portfolio, to disruptive new Jack Daniel’s activations, our stand celebrates the craftsmanship and consumer enthusiasm that drive our growth in global travel retail,” said Matthew Hodges, VP, Managing Director, India, Middle East, Africa, GTR, Eurasia at Brown-Forman.
The Glendronach Debuts GTR-Exclusive House Editions at TFWA Cannes
The Glendronach is taking center stage with its new GTR-exclusive House Editions series, featuring whiskies inspired by Seville, Venice, and Paris. Master Blender Dr. Rachel Barrie, who will be on-site for tastings, has created each expression to capture the character of these classical destinations through curated cask selections.
The brand is also introducing 30 and 40 Year Old releases, marking a new era in sherry cask mastery. These launches set the tone for The Glendronach’s bicentennial celebrations in 2026.
Brown-Forman is highlighting its lifestyle spirits portfolio with Gin Mare and Diplomático Rum featured at the stand’s redesigned terrace bar. The company is also hosting its Women in Travel Retail+ networking event on Tuesday at 5:30 pm.
In a leadership announcement, Brown-Forman revealed that Oscar Camargo will become the new Director, Global Travel Retail, effective October 1, 2025. Camargo, who has held roles within Brown-Forman GTR for nearly eight years, will report to Matthew Hodges.
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The comprehensive showcase demonstrates Brown-Forman’s strategic focus on premium and super-premium spirits in the global travel retail channel, with American whiskey and single malts driving growth across key international markets.
