Brown-Forman sharpens premium focus in travel retail: An interview with Oscar Camargo

Last month at TFWA Cannes, Brown-Forman unveiled travel retail exclusives and premium launches alongside a leadership announcement. Oscar Camargo officially became Director of Global Travel Retail during the event, now leading the full commercial strategy to strengthen the company’s global travel retail presence.

Highlights also included the travel-exclusive Jack Daniel’s Single Barrel Heritage Barrel, the 10-Year-Old Tennessee Whiskey and the return of Woodford Reserve Double XO as a GTR-only expression. On the single malt front, the company launched The Glendronach House Editions, alongside 30- and 40-year-old sherry-cask whiskies.

Spirited growth

Brown-Forman’s mix of super-premium American whiskeys, single malts, rum, gin and tequila gives the company flexibility to align assortments with regional demand. “A diversified portfolio lets us target growth pockets,” Camargo says. “We have a proven ability to create travel retail exclusives and premium innovations that perform across airports and travel channels.”

The Americas remain the largest region, supported by strong military-channel demand for Jack Daniel’s and Woodford Reserve. Tequila is reportedly showing double-digit growth, while cruise retail is accelerating thanks to momentum with Woodford Reserve. Rising passenger traffic and airport expansions are elevating the Middle East and India, while Europe is benefiting from higher traveler frequency.

Jack Daniel’s anchors the GTR business, with the brand being the number one premium whiskey by both volume and value (IWSR 2024). Across GTR and domestic markets, it leads the global premium whiskey segment. Premium and ultra-premium ranges grew 7% and 24% in value last year, and Camargo expects the new 10-Year-Old Tennessee Whiskey to extend that momentum.  “Jack Daniel’s is the lighthouse of our portfolio,” Camargo shares. “It is iconic, with a diverse range that appeals to different consumers and shopper occasions.”

Woodford Reserve also grew 24% in GTR, driven by Double Oaked, limited Master’s Collection releases, and the travel-exclusive Double XO Blend (IWSR 2024). “These results highlight the resilience of premium and super-premium American whiskeys in duty free markets, supported by Brown-Forman’s commitment to innovation, prestige development and relevance across premium segments,” Camargo says.

He also points to growing demand for single malts, with Benriach, The Glendronach and Glenglassaugh collectively up 12% in GTR (IWSR 2024), fueled by recent restaging and new aged expressions. Rum and tequila are also gaining traction, with brands such as Diplomático and Gin Mare driving interest.

Tasting success

Brown-Forman uses category data and shopper insights to optimize assortments, tailor promotions and personalize offerings. Sampling and experiential activations are guided by conversion metrics that ensure in-store experiences drive measurable sales.

A recent example is the omnichannel Jack Daniel’s campaign, “That’s What Makes Jack, Jack,” which launched at London Heathrow Airport (LHR), Seoul Incheon International Airport (ICN), and Dubai International Airport (DXB). “We take a 360-degree traveler-journey approach,” Camargo explains. This approach combines out-of-home placements, targeted digital touchpoints and immersive in-store activations to drive anticipation, footfall and conversion.

Creative and media strategies are tailored to regional traveler behavior and digital habits. GTR exclusives and premium activations provide in-airport halo visibility to encourage trading up, while partnerships such as McLaren F1 deliver time-sensitive experiences within important hubs. Product assortments follow an entry-to-prestige ladder. “We structure our range to give travelers options at every level of the ladder,” he says.

A toast to sustainability

Travel retail also serves as a platform for Brown-Forman’s sustainability initiatives. “We are proud to integrate innovation and sustainability into GTR, from packaging to brand experiences and production practices, all aligned with our global strategy,” Camargo says.

He points to a recent packaging change in 2024, when Jack Daniel’s and Woodford Reserve 50ml bottles in travel retail were switched to 100% PCR PET bottles, significantly reducing environmental impact.

The company’s 2030 Sustainability Roadmap targets a 42% reduction in Scope 1 and 2 greenhouse gas emissions, 25% reduction in Scope 3, 100% renewable electricity, water balance in high-risk watersheds, and fully recyclable or reusable packaging. Camargo highlights current progress: “We already source 89% of our electricity from renewable sources, and 98% of our packaging is recyclable or reusable.”

Pouring the future

One month into his new role, Camargo says that he is most excited about leveraging Brown-Forman’s diversified, premiumizing portfolio and GTR exclusives to capture trading-up and prestige demand. “Our portfolio lets us meet different shopper missions while driving premium growth,” he explains.

He emphasizes travel retail’s long-term value. “We are leveraging expanded airport infrastructure and cruise momentum to reach more passengers. This channel connects us with millions of travelers and delivers results for both our brands and retail partners,” he says.

Looking ahead, Camargo sees continued premiumization as a major opportunity. “Travelers are buying less but spending more,” he concludes. “Our ultra-premium and aged statements offer potential. We have got these amazing lifestyle brands where you can bring experiences to life.”