Penfolds elevates Sydney Airport shop-in-shop

Penfolds has opened its remodelled boutique at Sydney Airport’s T1 international terminal, featuring the Australian wine brand’s first global design concept.

As Penfolds’ largest shop-in-shop worldwide, the opening marks another significant investment in its global travel retail strategy, and strengthens its long-standing partnership with operator Heinemann Oceania.

Penfolds' shop-in-shop at Sydney Airport

Occupying a prominent new location along the terminal’s main retail walkway, the 45sq m boutique has been redesigned to maximise visibility, simplify navigation and elevate the premium wine shopping experience.

Dedicated zones showcase Penfolds’ four countries of origin, alongside gifting solutions, luxury wines and limited releases.

The official opening was celebrated with a ribbon-cutting ceremony attended by representatives from Penfolds, Gebr Heinemann and Sydney Airport.

Designed around a contemporary interpretation of Penfolds’ visual identity and inspired by its distinctive red bottle cap, the store features striking architectural design elements and layered shades of red.

A key differentiator of the Sydney boutique is the breadth of the Penfolds portfolio available to travellers. The assortment spans Penfolds Collection wines, including Grange and Penfolds Bins, as well as other signature releases such as Holiday and Chinese New Year.

Distinctive travel exclusives

The in-store offering is enhanced with products and gift packs exclusive to travel retail, such as the Penfolds City Explorer Packs, which feature premium duo gift boxes tailored to 13 destinations.

The boutique also gives shoppers the opportunity to discover limited Penfolds wines, such as the Bin 389 Designed by Troye Sivan 1.5L Magnum release. Only 20 bottles are available globally, of which two have been allocated to Heinemann Oceania for the Sydney offering.

During the launch period, exclusive tastings were available. A gift-wrapping area reflects the important role gifting plays in the travel retail wine category.

Michael Jackson, Global Director, Global Travel at Penfolds, said: “Our new Sydney Airport boutique reflects our continued investment in the channel, combining immersive design, expert guidance, gifting solutions and a compelling portfolio of wines to encourage travellers to explore the world of Penfolds.

“Together with Heinemann and Sydney Airport, we are proud to have created a new flagship destination that showcases the very best of Penfolds, supports our long-term brand ambitions and contributes to the continued growth of the premium wine category.”

Rosi Fernandez, Managing Director at Heinemann Oceania, enthused: “The new Penfolds boutique is exactly the kind of experience we want to create for Sydney Airport, something worth stopping for and, ultimately, worth travelling for. It brings together an iconic Australian brand, a great location and an experience built around discovery, education and exceptional service.

“For me, this is also a great example of what can happen when airport, retailer and brand work together with the customer at the centre. When we get that partnership right, we create memorable experiences for travellers and lasting value for everyone involved.”

Sydney Airport General Manager Retail Gail Taylor commented: “Penfolds is one of Australia’s most iconic luxury brands and this investment enhances the premium retail experience we offer millions of international travellers each year.

“The new boutique creates a stronger sense of place within our terminal, showcasing the very best of Australian wine while giving customers an engaging and elevated shopping experience before they depart Sydney.

“We’re proud to support long-term partners like Penfolds and Heinemann as they continue to invest in world-class retail experiences that reflect the quality, innovation and hospitality Australia is known for."

Maker’s Mark builds on pioneering wood legacy

Kentucky bourbon brand Maker's Mark has unveiled the World Wood Collection, a new travel-exclusive series celebrating the influence of oak from around the world.

The inaugural release, Expedition 01, is the first Maker's Mark whiskey to feature three oak finishes across three continents: Japanese Mizunara, French and American white oak staves. It makes its debut in October 2026 in partnership with Avolta in five selected airports worldwide – New York JFK, London Heathrow, Istanbul, Perth and Bengaluru – ahead of its wider roll-out next year.

Maker's Mark Expedition 01 travel-exclusive whiskey

The launch marks another key step in Maker’s Mark’s strategy to expand and elevate its presence in the high-potential ultra-premium whisk(e)y segment and builds on the success of the Maker’s Mark Artist Series – City Edition introduced exclusively in travel retail earlier this year.

“Expedition 01 represents the kind of premium, story-driven whiskey experience that resonates with today’s global travellers,” said Vanessa Widmann, Managing Director, Global Travel Retail at Suntory Global Spirits. “With its exclusive availability in global travel retail, distinctive oak-forward story and premium presentation, it offers travellers a rare opportunity to discover a truly unique expression from Maker’s Mark – one that celebrates craftsmanship, exploration and the influence of exceptional oak.”

Retailing at $85, Expedition 01 brings together Japanese Mizunara, French and American white oak in a complex, balanced whisky in which every oak contributes its own distinctive character.

The World Wood Collection represents the evolution of Maker’s Mark’s wood finishing philosophy, introduced with Maker’s Mark 46, which demonstrated how oak staves could unlock new dimensions of flavour in bourbon while remaining true to the brand’s handmade heritage. Maker’s Mark has long treated oak as a key ingredient – not simply a container for its whisky, and has invested in advancing both the art of wood finishing and the stewardship of American white oak at Star Hill Farm, Kentucky.

"At Maker's Mark, we celebrate bourbon as an agricultural product and the universe of flavour that can be unlocked through nature – water, wheat, oak and time," said Rob Samuels, Managing Director and eighth-generation whiskey maker. "That belief has long guided our commitment to sustainable forestry and to protecting the future of American white oak. Through intentional wood finishing, The World Wood Collection explores exceptional oak from around the world to create a whiskey that expands the boundaries of flavour while staying true to our craft."

Initially available exclusively through Avolta travel retail doors ahead of Holiday 2026, Expedition 01 is bottled at 1L and 47.5%abv. It is presented in premium packaging inspired by the distinctive grain of each oak species, reinforcing the collection’s focus on craftsmanship and discovery. The launch will be supported by an in-store activation programme.

MCM x LUAR: a match made at New York Fashion Week

MCM has collaborated with US fashion brand LUAR on a Spring/Summer 2027 luxury capsule collection featuring a new, vintage-inspired bag silhouette that debuted on the runway at New York Fashion Week.

The collaboration unveils the new Anima Leather Drawstring bag, reimagining six styles from the MCM archive and complementing American designer Raul Lopez’s bold, futuristic designs.

MCM x LUAR

“Fifty years of Munich heritage meet the instinct of a New York label that's still writing its first chapters,” said MCM of the partnership. “The MCM x LUAR collaboration is a conversation between these eras, resulting in a capsule collection that reworks the Haus's archival drawstring silhouette across new materials. Making a star-studded debut, these bags stunned on the runway, complementing innovative designs by Raul Lopez.”

With LUAR, MCM continues its legacy of “sophisticated rebellion and independent expression”, inviting a new generation to make its archive their own. 

“The fearless, forward-thinking vision of the two brands makes this collaboration kismet, arriving as MCM celebrates its 50th year,” MCM said.

The collection launches on 1 December 2026, online and at select MCM stores.

Mars Wrigley puts experiences first at Cannes

Mars Wrigley revealed the strength of its colourful power brands at the 2026 TFWA World Exhibition in Cannes, as it prioritises the confectionery category’s staying power in the channel.

Looking ahead to 2027, Mars Wrigley ITR plans to launch a 440g Twix White pouch with a handle, to tap into the fast-growing consumer preference for white chocolate. The travel-exclusive format is a convenient, shareable pouch tailored to travellers.

The company is also building on regional momentum with the recent launch of the Middle Eastern dessert-inspired Galaxy Pistachio Kunafa Pouch, following the success of Galaxy Kunafa as a top performer across select locations.

Mars Wrigley ITR has structured its gifting portfolio to span accessible entry-level options up to premium gifts. The new M&M’S Tin Collection features a tiered pricing model ranging from collectible souvenirs to larger family-sharing tins.

The Sense of Place range is being expanded with a bundle bag designed for the new small M&M’S tins at HPP activations, celebrating local culture through destination imagery, regional greetings and themed M&M’S characters.

M&M'S Eiffel Tower on display at the TFWA World Exhibition

Building on its global M&M’S Experience concept, which combines confectionery retail with gaming, Mars Wrigley ITR announced the upcoming opening of a new M&M’S Experience shop-in-shop at Kuwait International Airport, developed in partnership with Avolta. The opening marks the seventh M&M’S Experience location globally and the third in the Middle East.

The company reports that its multi-player M&M’S Playhub game generates over five hours of daily active playtime with a 40% repeat engagement rate, while the digital You & Who station sees half of all users send personalised video greetings to multiple recipients.

For 2027, Mars Wrigley ITR plans to introduce enhanced gifting stations that turn purchases into personalised travel memories, a deeper Sense of Place across fixtures and retail furniture to give each destination a unique look and feel, and new travel-exclusive items.

An De Volder, Market Director, Mars Wrigley ITR, said: “Confectionery already has a strong conversion in travel retail, but stopping shoppers is no longer enough to grow the category. We have seen first-hand that our M&M’S Experience locations have the power to outperform the category and deliver tangible growth. By combining an iconic global brand with meaningful dwell time, whether through gaming, personalisation or local Sense of Place, we are unlocking incremental growth for our airport and retail partners.”

Alongside M&M’S Experiences, Mars Wrigley ITR is rolling out HPP activations that feature destination-themed M&M’S tin statues tailored to their locations across international travel hubs. The concept is live at Copenhagen, Paris Charles de Gaulle, Singapore Changi and Kuala Lumpur International airports, with many more locations planned.

Cartwright & Butler refreshes brand identity

British biscuit and confectionery specialist Cartwright & Butler unveiled a refreshed brand identity at the 2026 TFWA World Exhibition, alongside new products and concepts designed for travellers.

Cartwright & Butler’s revamped visual identity – which made its global debut at the Cannes show on a new stand – introduces a more premium and contemporary expression of the brand’s distinctive English heritage.

The Cannes stand featured elegant archways and traditional detailing, combined with soft pastels, refined gold accents and colour-coded product zones, giving each product range a clear identity.

Cartwright & Butler’s ambition is to strengthen its premium positioning and grow global brand awareness.

Cartwright & Butler Pumpkin Spice biscuits

At Cannes, the company showcased its evolving product strategy across three key areas: F&B/snacking, affordable premium gifting and confectionery.

New twin-pack and single biscuit formats have been developed for complimentary and retail snacking menus, across different purchase occasions and price points.

Launches are planned with British Airways, Virgin Atlantic, WHSmith and World Duty Free Group.

Building on its gifting portfolio, Cartwright & Butler presented fresh design concepts for destination-specific, sense-of-place products, alongside a new global travel retail-exclusive presentation, and fresh formats.

Within confectionery – a category earmarked for growth – Cartwright & Butler is expanding its focus on fudge, truffles and chocolate nuts, with new launches designed for all channels of the business.

Asia focus

The brand’s best-selling 200g Pastels biscuit tins are enhanced with new flavours, including Hazelnut & Chocolate and Maple & Pecan Dark Chocolate Biscuits, alongside seasonal innovations such as Pumpkin Spice.

Cartwright & Butler’s refreshed Shortbread Collection has delivered positive results in travel retail this year, following its relaunch with five sweet and one savoury flavour, supported by a successful debut HPP in Edinburgh.

Meanwhile, the Great Britain range continues to drive both revenue and market share. New retailer-exclusive launches this year include the Ultra Thick Union Jack and Union Jack Duo Pack.

Cartwright & Butler’s August activations at London Heathrow T3 and T5 and London Stansted feature Avolta Great Britain products, with a new Spin the Wheel mechanic designed to drive interaction. In September 2026, the brand’s new snacking twin-pack will be promoted as part of the popular WHSmith meal deal offer.

Global Travel Retail Business Development Manager Julie Feryn commented: “Cannes is an important opportunity for us to showcase how Cartwright & Butler is evolving while staying true to the quality and craftsmanship that have always been at the heart of the brand. We are committed to leveraging the strong momentum we have built in travel retail over the past two years to extend our footprint internationally, with Asia and the Middle East among the key areas of focus."

Ferrero unveils next wave of novelties at TFWA

Ferrero Travel Market introduced its latest innovations across confectionery, biscuits and digital engagement at the 2026 TFWA World Exhibition.

A key focus at this year's fair was the expansion of Ferrero's biscuit offering, spearheaded by the global roll-out of Kinder Crunchy Cookies, which scales up the company’s pioneering La Biscotteria concept.

Kinder Crunchy Cookies

Kinder Crunchy Cookies made its travel retail debut last year exclusively with Avolta, and joins the company’s portfolio with global availability from September 2026.

The product is offered in a 136g snacking format with packaging developed exclusively for the travel retail channel.

A new Kinder experience

Kinder Crispy has joined its travel retail portfolio with global availability, following its debut last year exclusively in partnership with Gebr Heinemann.

The product features layers of creamy milk filling, cocoa and hazelnut filling, crispy wafer, milk chocolate and biscuit crumbs.

Kinder Crispy

Recognising the growing importance of connected consumer experiences, Ferrero has introduced a Kinder digital game that extends shopper engagement beyond the point of purchase.

Designed to create an interactive experience both in-store and afterwards, the game incorporates digital touchpoints designed to deepen brand connection throughout the traveller journey.

Sustainability advances

Alongside its product innovations, Ferrero highlighted continued progress across its global sustainability strategy, demonstrating advances in responsible sourcing, packaging circularity, and support for farming communities.

Some 92.9% of its packaging is designed for recyclability, reusability or compostability, while the redesign of the signature Ferrero Rocher boxes contributed to a reduction of 16,000 tonnes of plastic cumulatively since September 2021.

In addition, Ferrero’s Save the Children programme in Côte d’Ivoire is set to reach 235 cocoa-producing communities by 2030.

Sergio Salvagno, General Manager of Ferrero Travel Market, said: “By combining product innovation, digital engagement and category expansion, we continue to create value for our retail partners, while offering travellers exciting reasons to discover and enjoy our brands. We also remain committed to embedding sustainability across our business."

Oribe brings next-gen innovation to travel retail

Oribe Hair Care put its latest breakthrough innovation, Hair Alchemy Bond Building Elixir, at the heart of its travel retail proposition at the 2026 TFWA World Exhibition, as the luxury brand continues to build its presence in the channel.

Launched in July 2026, Hair Alchemy Bonding Elixir is a treatment clinically proven to restore broken and weak bonds. Joining Oribe’s best-selling Hair Alchemy collection, this latest innovation works within the hair fibre to restore all three key bonds for stronger, more resilient, healthier-looking hair.

Oribe Hair Alchemy Bonding Elixir

Powered by encapsulated Time-Release Strengthening Technology, the elixir continuously infuses hair with powerful actives, gradually diffusing botanicals into the hair fibre to deliver sustained nourishment over time. Eleven amino acids and Oribe’s Holistic Rebonding Complex help improve hair’s tensile strength, elasticity and flexibility, with the Hair Alchemy System clinically shown to reduce hair breakage by 71% after five uses.

Designed to offer a luxury interpretation of the increasingly important bond-building category, the formula combines precision technology with a skincare-inspired texture. Its curative blend of chia seed, bio-fermented bamboo and plant-based protein helps strengthen hair from within, while sodium hyaluronate delivers moisture for plump, smooth and soft strands.

Hair Alchemy Bond Building Elixir is housed in recyclable glass, reflecting the brand’s commitment to more considered approaches to luxury and product design.

The hero launch arrives as Oribe enters a significant new chapter. In July, Oribe unveiled a fresh visual and creative era inspired by co-founder and late celebrity hairstylist Oribe Canales’ signature ‘rough luxury’ aesthetic. The editorial-style Hair Alchemy Bond Building Elixir campaign uses the strength and resilience at the heart of Hair Alchemy as a metaphor for transformation, while introducing a sharper, more distinctive expression of the brand.