September 26, 2025
Brown-Forman GTR to showcase Jack Daniel's innovations and latest The Glendronach offer at TFWA World
The company has appointed Oscar Camargo as the new Director, Global Travel Retail, effective October 1, 2025
Brown-Forman Global Travel Retail (GTR) is set to unveil an exciting showcase of its super premium+ whiskies and lifestyle spirits at TFWA World Exhibition in Cannes (Beach Village 01, Stand 11).
The company will introduce exclusive product launches and immersive brand experiences that highlight its leadership in American Whiskey, growing presence in Single Malts, and influential role in premium spirits in the travel retail channel.
Matthew Hodges, VP, Managing Director, India, Middle East, Africa, GTR, Eurasia at Brown-Forman, said, “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. The atmosphere is always vibrant, and we are delighted to welcome partners to share in this momentum.”
Key Highlights at TFWA Cannes 2025 include:
Jack Daniel’s – Reasserting Leadership in American Whiskey
Jack Daniel’s demonstrates its status as the #1 Premium Whiskey and #1 American Whiskey in GTR with bold new retail visibility and shopper activation concepts. TFWA Cannes also marks the introduction of Jack Daniel’s Single Barrel Heritage Barrel and the fast-growing Jack Daniel’s Tennessee Blackberry, delivering innovation across consumer touchpoints.
Woodford Reserve – Elevating Exclusivity
As the #1 Super Premium American Whiskey in GTR, Woodford Reserve presents its exclusive Double XO and previews the Double Double Oaked release, a distillery-favorite expression preparing for GTR launch in 2026.
The Glendronach Room – debut with GTR-exclusive House Editions
The Glendronach takes center stage, celebrating the rollout of the brand’s expansion in the existing travel retail portfolio, and the launch of its new GTR-exclusive range: House Editions, and the introduction of 30 and 40 Year Old releases that mark a new era of sherry cask mastery. The new House Editions series of Travel Exclusive whiskies captures the character of the world’s enduring classical destinations: Seville, Venice, and Paris.
The distinct character of each city is conceptualized by Master Blender Dr. Rachel Barrie through a curated collection of casks. The exciting launches and the immersive Glendronach space set the tone for the bicentennial celebrations in 2026.
Rachel Barrie will be on-site to host tastings and share her new creations and expertise in sherry cask mastery.
Lifestyle Spirits – Mediterranean Connections
The stand’s redesigned terrace bar provides an inviting space to experience Gin Mare and Diplomático Rum, highlighting the importance of lifestyle brands in driving growth and engagement within GTR.
WiTR+ Networking Event
Brown-Forman will once again host the Women in Travel Retail+ networking event on Tuesday at 5:30pm, reflecting its commitment to creating meaningful opportunities for connection and collaboration within the industry.
Leadership Announcement
Brown-Forman has also announced the appointment of Oscar Camargo as the new Director, Global Travel Retail, effective October 1, 2025. Camargo will report directly to Matthew Hodges.
“We are delighted to welcome Oscar into this important leadership role,” Hodges said. “His deep knowledge of the channel and passion for building brands in travel retail will help us continue to strengthen our strong position in Premium and Super Premium+ spirits globally. Having held important roles within Brown-Forman GTR for almost eight years, Oscar brings invaluable experience and continuity to our next chapter of growth. Cannes provides the perfect stage to share this news as we look ahead to the future.”
