I would be remiss to begin this discussion without first acknowledging the resiliency of the Brown-Forman Travel Retail division in the face of the many challenges we have confronted these past few years. It is because of the agility demonstrated by this team that we are able to sit here and talk today about our key strategic approach and trends in the Spirits industry. So, where to start?
This year the Travel Retail sector saw advancements in the worlds of the digital retail space, brand advocacy, and environmental sustainability, to name just a few. These topics have emerged as key strategic pillars that are deeply important both to us as a company, and to the consumer.
We believe that our answer to travelers in search of something better can be found in our brands, our brand stories, and ultimately our authenticity as a spirits company that has over 150 years of experience in the business. These strategic pillars have shaped the way we put bottles on shelves in airports across the world. The travel retail shopper is often looking for super premium spirits with a story to tell, and you’ll find that our newest travel retail exclusives (and innovation to come) provide exactly this. A good drink to share with friends, and an even better story to tell.
PM: I’d like to start with Tennessee Travelers. This is currently a TR exclusive with Heinemann. What is the background to this launch and its key differentiators as a product?
SM: The Jack Daniel’s Tennessee Travelers series was created in the spirit of Mr. Jack Daniel and his adventurous spirit at heart. The Tennessee Travelers series (made up of two expressions Bold & Spicy, and Sweet & Oaky) were designed for the whiskey drinkers with this exact attitude.