Travel Retail Consortium experiences Au Vodka’s gold-standard innovation at exclusive Swansea event

The Travel Retail Consortium (TRC) welcomed members and travel retail partners to Swansea in early December for an immersive brand experience at the iconic headquarters of its member Au Vodka.

The visit offered guests a unique, behind-the-scenes look at one of the UK’s most dynamic spirits success stories, highlighting how fresh, Gen Z-focused marketing is reshaping engagement across the travel retail landscape.

The Swansea event was part of TRC’s growing program of regional customer activities throughout 2025. Earlier this year, TRC partners enjoyed a showcase hosted by Butlers Chocolate in Dublin, followed by an interactive brand experience in Amsterdam courtesy of Heineken – each designed to spotlight the heritage, craft, and commercial potential of member brands across Europe.

At Au Vodka HQ, visitors were treated to a lively program blending insight, innovation, and entertainment. Highlights included a guided tasting session, a journey through the brand’s signature maze, a spirited round of crazy golf, and a compelling presentation exploring Au Vodka’s social-first marketing strategy, celebrity collaborations, and influencer-led campaigns. The session demonstrated how modern engagement tactics are capturing the attention of next-generation consumers and creating new opportunities for travel retail.

Keith Hunter, Partner at Hunter Palmer, said, “I must admit, I had limited knowledge of the TRC and what went on at its events, and so I jumped at the invitation to attend the Au Vodka event in Swansea. It was a truly fantastic day of meeting old and new faces, as well as understanding what draws all the member brands together. The highlight of the day was getting a taste (literally) of what lies behind the incredibly successful Au Vodka brand, by taking an in-depth tour of the HQ, with all its clever gold iconography and branding, and hearing the fascinating story of how they gained success and notoriety in such a competitive category. Events like this really are great for getting a much better insight into each brand’s potential and relevance to TR.”

Gemma Rice, Senior Key Account Manager at Macintyre Scott & Co., added, “Last week I met up with the TRC members and guests at the AU offices in Swansea. The TRC events are always fantastic occasions where we get to explore new locations and brands and catch up with people from across the industry who share the same passion for Travel Retail.

“It’s a wonderful community brought together by the Travel Retail world, and even if you don’t regularly cross paths with certain categories or sectors in your day-to-day role, it’s always great to reconnect and hear how things have been going for their brands.

“The event last week was excellent - I met some new faces and caught up with people I hadn’t seen in a while. The venue was great, and the evening was even better, filled with good food, drinks, and plenty of laughs.”

TRC Chair Sharon Edwards-Smith, commented, “TRC regional events are designed with our customers in mind. By hosting experiences in locations such as Dublin, Amsterdam, and now Swansea, we aim to make it easy for partners to join us while offering them an immersive, fun and educational insight into each host member brand. These events provide a relaxed and friendly environment for networking, learning, and discovering what makes every TRC brand unique.”

The day underscored the TRC’s ongoing commitment to fostering meaningful connections and creating engaging experiences that offer real insight into member brands’ strengths, stories, and future potential. By combining immersive brand exposure with industry networking, the TRC continues to champion collaboration and innovation within the travel retail sector.