Three German icons team up

MCM has collaborated with Adidas and top football club FC Bayern Munich on a capsule collection celebrating sport, craftsmanship and the empowering spirit of the women's team through reimagined travel essentials and athleisure.

Adidas x FC Bayern x MCM

Marking the German luxury brand’s 50th anniversary, the Adidas x FC Bayern x MCM capsule brings the Adidas Mundial Team silhouette to the MCM universe. Inspired by the strength of the women’s team of FC Bayern, the capsule spans a crest-detailed football jersey, structured travel bags for matchday and beyond, and versatile tracksuits for men and women.

The collaboration builds on MCM’s role as the official luggage partner of FC Bayern Women, supplying bags and backpacks for the team’s summer tour.

The leather goods collection includes two models: the Ottomar Weekender and the Stark Backpack. They combine MCM’s signature Cognac Visetos monogram with the FC Bayern crest and cream-coloured leather details.

The apparel line features women’s and unisex jerseys, training jackets, wide-cut training trousers and joggers. These classic sportswear silhouettes gain a fashion-forward dimension through MCM’s motifs and Adidas’s three stripes.

The campaign, shot in Tokyo during FC Bayern Women’s summer tour, is set against a backdrop of traditional Japanese architecture and gardens, highlighting the interplay between East and West, sport and fashion, motion and stillness.

The collection is available worldwide online via FC Bayern, Adidas and MCM.

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.

MCM makes its mark at Frieze Week Seoul

MCM celebrated its official partnership with Frieze Week Seoul 2026 by hosting an exhibition from a leading Korean artist at its South Korean flagship boutique.

Kim Chang-ok: Traces of Comfort took place at MCM HAUS in Cheongdam, as part of MCM's 50th anniversary celebrations, emphasising the brand's commitment to bridging fashion, nature and contemporary craft.

South Korean actor Teo Yoo takes in Kim Chang-ok: Traces of Comfort

Marking his first solo exhibition as a visual artist, Kim Chang-ok works in ottchil, a traditional Asian lacquer that gains its depth through repeated layering, waiting and marking – a process shaped as much by nature as by the artist himself.

Korean celebrities, including actor Teo Yoo and singers Lee Ye-chan and Jo Yu-ri, attended the exhibition to view the curated works.

The exhibition was open to the public until September 27.

MCM goes back to its roots for Oktoberfest

MCM, the German luxury brand born in Munich, is celebrating the annual Oktoberfest festival with a new partnership honouring Bavarian culture.

The MCM x Alpenherz capsule collection features three sophisticated dirndl dresses, an exclusive Aren Oktoberfest Crossbody and a pretzel charm.

Exclusive: MCM x Alpenherz

“Oktoberfest has always been the world’s stage for Bavarian culture and this year, MCM and Alpenherz bring their shared roots to that spotlight. Uniting haus codes with Alpenherz’s dirndl expertise, this limited-edition collection is built for women who honour tradition without being defined by it,” said MCM.

The dirndls have detachable sleeves, versatile silhouettes and a shared diamond motif so they can be styled to suit the wearer.

The collection is available at MCM stores across Germany, Austria and Switzerland, online at mcmworldwide.com, or at Alpenherz and Breuninger.

Sensai spotlights global growth ambitions at TFWA fair

Japanese luxury skincare and make-up brand Sensai is returning to the 2026 TFWA World Exhibition under the Kao beauty portfolio, exhibiting alongside fellow prestige brands Molton Brown and Oribe.

At this year’s show, Sensai will unveil Autumn/Winter 2026 innovations, headlined by the brand’s return to the premium hair and scalp care category.

Visitors will also discover the brand’s best-sellers, alongside an early introduction to the evolution of Sensai’s core Saho philosophy for 2027, including new developments around its signature Double Moisturising ritual.

Sensai's premium hair and scalp care range

The return to the premium hair and scalp care category marks an important milestone for Sensai, as it seeks to capitalise on the strong brand equity it has built within skincare and make-up.

“Sensai’s continued momentum reflects the power of our luxury beauty proposition, and the increasing relevance of our unique Japanese philosophy among consumers worldwide,” said EMEA General Manager Julien Noilou.

“This year marks an especially exciting chapter for the brand as we re-enter the premium hair and scalp care category – a natural extension of the Sensai universe – bringing the same commitment to craftsmanship, innovation and exceptional performance that consumers have come to expect from our skincare and make-up portfolio. Combined with our continued development of the Saho ritual and Double Moisturising philosophy, we are creating new opportunities to engage luxury beauty consumers across multiple categories and touchpoints.”

Sensai’s recent initiatives reflect Kao’s continued commitment to the luxury beauty segment and the group’s Global Sharp Top Strategy, which focuses investment on categories where Kao can establish a leading market position through high-value offerings and distinctive market propositions. Together, Sensai, Molton Brown and Oribe strengthen Kao’s position in the luxury beauty sector, and meet growing global demand for elevated, experience-led products.

In EMEA, Sensai has achieved year-to-date growth of +5%, supported by particularly strong performances in key heritage markets including Italy, Germany, Poland and Sweden.

More recently, Sensai has also achieved significant momentum in Turkey, bolstered by the development of strong local partnerships and increased brand visibility.

Across Asia Pacific, Sensai is continuing to expand its footprint following its successful launch in Indonesia, with Thailand joining as the brand’s next strategic entry market.

Building momentum through travel retail

Travel retail remains a key pillar of Sensai’s international growth strategy. Recent openings at Warsaw Chopin Airport, Prague Václav Havel Airport and Milan Malpensa Airport have strengthened the brand’s presence at major European gateways, with an opening planned at Rome Fiumicino Airport by the end of 2026.

“The openings clearly reinforce our commitment to selective, premium distribution across strategically important travel hubs,” Noilou noted.

"As we strengthen our presence in established markets, enter new territories and expand our travel retail footprint, we look forward to sharing our latest innovations and future vision with our valued business partners in Cannes."

Travel retail trade prepares to meet at TFWA fair

Loewe and Crocs are among the exciting new exhibitors at this year’s TFWA World Exhibition & Conference 2026, which will bring together the travel retail industry from September 27 to October 1 at the Palais des Festivals in Cannes.

The exhibition will showcase many of the world's leading travel retail brands spanning cosmetics, fragrances, fashion, food, tobacco, wines and spirits, including Campari, Bulgari, Clarins Group, Chanel, Ferrero and Longchamp. Among the brands making their debut in Cannes are Crocs, Loewe, Domaines Barons de Rothschild Lafite, Eau Thermale Avène, Bioderma, Anua, Molinari, Atyab Al Marshoud and A L'Olivier.

Conference line-up

Kicking off the event, the TFWA World Conference takes place on Monday 28 September under the theme Shaping the World of Travel Retail. TFWA President Sarah Branquinho will open the conference with her state of the industry address; she will be joined by David McWilliams, Gilles Roucolle and Charles Duhigg to share their perspectives on the forces underpinning the industry. The conference will be moderated by Stephen Sackur. 

A workshop programme will bring together leading experts to examine the trends, challenges and opportunities. On Tuesday 29 September, Pierre-Alexandre Koch and Denise van Wijk of Oliver Wyman will present findings from an exclusive TFWA study on opportunities for customer growth, while Marina Giuliano of Amadeus will explore the forces reshaping global mobility and where the next wave of travel demand could emerge.

On Wednesday 30 September, Anna Marchesini of m1nd-set will examine changing traveller behaviours and opportunities for growth in fashion, followed by Victor Dijon and Alex Liu of Kearney, who will present findings from an exclusive TFWA study on how AI can turn consumer data into growth.

TFWA Start up Day is back on Thursday 1 October 2026. Alongside TFWA’s partner, Mondelez International World Travel Retail, solutions and services companies such as Altavia Travel Retail, blynk, CXG, DWS, Illuminete x Trinax and Voiceback Analytics will present their innovations.

Purpose-driven initiatives

Alongside its business programme, TFWA is reinforcing its commitment to social impact through two purpose-driven initiatives. Delegates will be invited to support The Moodie Davitt Report’s #KickCancerThon, a fundraising campaign for cancer research and awareness inspired by the late Sinead Moodie, by cycling on stationary bikes installed in front of the Palais des Festivals. Collectively generated kilometres cycled will convert to financial contributions from TFWA to the cancer research programme at London’s Royal Marsden Hospital.

Additionally, the Yes We Cannes! Handisport initiative will promote inclusion and accessibility through adaptive sports activities.

Qatar Duty Free returns as the main partner of the TFWA Lounge networking space. Brand partners, including Haribo, Heineken, Lakrids by Bülow, Liviko Crafter’s, Pernod Ricard Global Travel Retail (presenting its Drink More Water campaign), Pringles, Santa Margherita, Seeberger, Storck, Walker’s Shortbread and Wonderful Pistachios, will also contribute to the Lounge experience.

U’Luvka Vodka targets travel retail growth at TFWA show in Cannes

Luxury Polish vodka brand U’Luvka Vodka will showcase its full portfolio at the upcoming TFWA World Exhibition in Cannes, as it targets the next phase of international travel retail expansion following its acquisition by independent drinks group Aspri Spirits – a leading player in India’s imported alcoholic beverages sector.

Presented in Cannes in partnership with spirits brand agency JP-GTR, U’Luvka will use the exhibition to meet customers, rekindle previous relationships and build new partnerships.

U'Luvka Vodka

The brand’s renewed travel retail strategy is already gaining momentum, with U’Luvka Vodka present at leading travel retail locations across Europe, the Middle East and South Asia, including Baltona in Poland, Dubai Duty Free, GAL Delhi Duty Free, Hyderabad Airport, Maldives Airports and Avolta locations such as Bengaluru.

Expansion is planned across Europe, the Middle East and Asia as U’Luvka continues to rebuild and extend its international footprint.

The brand’s combination of distinctive bottle design, premium liquid and Polish heritage positions it to capitalise on the premiumisation of spirits in travel retail, particularly across the Middle East, India and Asia.

Alongside its international expansion, award-winning U’Luvka is taking a targeted approach to travel retail, prioritising locations with the right consumer profile and supporting listings with brand ambassador activity and staff training.

Aspri Spirits Head of International Business Justin Weston said: “Cannes comes at an important moment for U’Luvka as we build on the momentum generated since the acquisition and our renewed focus on travel retail. We are seeing encouraging engagement across key markets and are now focused on developing the right partnerships and listings to support sustainable international growth.”

JP-GTR Founder Jean-Philippe Aucher added: “U’Luvka Vodka has the quality, identity and heritage to compete strongly in the premium spirits space, and Cannes gives us an important opportunity to share our ambitions with the global travel retail community. Our priority is not simply to increase distribution, but to build the brand thoughtfully in locations where its proposition can really connect with travellers."

MCM infuses joy and cuteness into personal style

MCM is stepping up its 50th anniversary celebrations with a Hello Kitty collaboration exclusively for the Japanese market.

MCM x Hello Kitty

In the German luxury brand’s second link-up with Hello Kitty, the cute cartoon icon gets a makeover. Her monochromatic look is emblazoned across signature bags, ready-to-wear and accessories.

The capsule collection is available online and in-store across Japan.

As part of the celebrations, an MCM x Hello Kitty pop-up store has begun trading at Kansai Airport in Osaka until 29 September 2026.

Metaxa stars in Greek airport campaign

Rémy Cointreau is enhancing the travel retail presence of its Greek spirits brand Metaxa with the launch of new packaging for Metaxa 12 Stars, supported by an immersive airport activation programme.

The refreshed Metaxa 12 Stars packaging is being showcased in key travel retail locations throughout Greece, the home of the brand. Designed to strengthen on-shelf presence with a contemporary new look, the bottle also celebrates the premium liquid, highlighting the toasted oak taste and its distinctive dried fruit notes.

Metaxa 12 Stars

A 360-degree campaign spanning Greece’s busiest travel retail locations during the peak summer holiday season includes high-profile activations taking place at airports in Athens, Thessaloniki, Rhodes, Heraklion, Kos and Chania.

A major focus of the activations is tasting tables. Enhanced in-store branding will further reinforce awareness and create a standout brand presence across participating airports.

To maximise visibility, the campaign extends beyond the retail environment, through exclusive experiences developed in partnership with Avolta. Through August to October, members of the Club Avolta loyalty programme can enjoy complimentary entry to Liknon, the home of Metaxa  on the island of Samos. They will also be invited to enjoy a complimentary cocktail at participating Greek domestic bars during August, strengthening engagement beyond the point of purchase.

“Travel retail represents a unique opportunity to introduce consumers to the world of Metaxa, at a time when they are most open to discovery,” said Rémy Cointreau Marketing Director Global Travel Retail Alice Hoffmann.

“We know that today’s travellers are seeking premium, authentic products with a genuine sense of provenance. This integrated summer campaign combines the launch of our new Metaxa 12 Stars packaging with immersive tasting experiences and exclusive rewards that bring the brand’s Greek heritage to life.

“By creating meaningful moments of discovery throughout the traveller journey, we are building long-term affinity with the brand, while reinforcing Metaxa’s premium positioning in travel retail."

MCM turns up the volume with Disco Visetos

As it celebrates its 50th anniversary, German luxury brand MCM has introduced a bold reimagining of its signature monogram inspired by its disco roots in Munich in the 1970s.

“Disco Visetos brings playful energy to bags, small leather goods, and beyond,” MCM said.

MCM Disco Visetos

Animated lines pulse across the motif in vibrant colourways, capturing the rhythm and movement that defined the disco era.

Across ready-to-wear and silk accessories, Disco Visetos takes on a subtler expression: a diamond-inspired print, designed to complete the look with the same retro-futuristic feel.

Also for Autumn/Winter 2026, MCM has unveiled the Nylon Family. Crafted from recycled nylon, the new line introduces expandable silhouettes designed to transform effortlessly between compact functionality and enhanced capacity.

MCM Aren Nova Crossbody in Monogram Econyl

Balancing versatility with a sleek, modern finish, each piece offers a refined approach to travel and life in motion.

The collection combines water-resistant fabrics with lightweight performance and exceptional durability.

Also new is the Quilted Leather Travel Line, where softness meets structure. Made in Italy from premium nappa, the new quilted leather offers a silky smooth feel with lasting durability. Padded and stitched into the brand’s iconic diamond pattern, the texture creates a supple, softly sculpted effect.

The Aren Backpack features organisation-friendly compartments, while the versatile Aren Crossbody can be worn across the shoulder or as a hand-held pouch.

MCM Aren Backpack in Diamond Quilted Leather

For long journeys, the practical Ottomar Weekender can be lifted by top handles or carried by the side strap.

In other news, Positive Luxury, which helps luxury lifestyle brands adopt sustainable, ethical and regenerative business practices, has announced that MCM has achieved Butterfly Mark certification for the second time.

The brand continues to strengthen its ESG performance through responsible sourcing, a 21% reduction in emissions, comprehensive supplier due diligence and ESG audits, alongside global volunteering initiatives that support environmental and social impact, Positive Luxury said.

Laphroaig brings Willem Dafoe’s whisky to travel retail

Laphroaig is introducing its limited-edition Islay single malt whisky, Willem by Willem, to travel retail – the latest chapter in Laphroaig’s partnership with cult actor Willem Dafoe.

London Heathrow Airport Terminal 5 hosted an activation in August, marking the first stop in an international roll-out across key airport locations.

Dafoe, who became a Friend of Laphroaig last September, selected the Willem by Willem spirit with Laphroaig’s Senior Whisky Maker, Sarah Dowling. Instead of focusing on tasting notes and process, he chose the peated whisky that sparked his curiosity and delivered the most memorable tasting experience.

Friend of Laphroaig Willem Dafoe and his Willem by Willem single malt whisky 

Dafoe said: “It was a pleasure learning about each of the whiskies shortlisted to be the one. I made my final choice based on the whisky that evoked the most curiosity about its taste – something I still can’t put my finger on, but that's half the fun. For me, when I sip Willem by Willem I experience… you tell me. For all who drink it, I hope the whisky will inspire discussion.”

Inspired by the film industry “no notes” phrase, meaning a performance so confident and complete it needs no direction, the launch excludes tasting notes. Instead, fans worldwide are invited to form their own interpretation of the whisky’s taste.

Dowling said: “Our experience with whisky is so personal, from how we drink it – whether neat, with water or in a cocktail – to the different opinions about its taste. It was important to Willem and me that we selected a rich and complex spirit, unmistakably Laphroaig, but which allowed people to interpret and enjoy it in their own way. The whisky speaks for itself and I look forward to hearing what it is saying to people around the world.”

Friends of Laphroaig community

The Heathrow introduction was supported by a prominent high profile promotion in partnership with Avolta, delivering exposure both in-store and across the retailer’s digital ecosystem.  Within a dedicated bar space, a Claim Your Turf activation invited smoky whisky fans to join the global Friends of Laphroaig community. Friends were able to plant a flag with their name and country of origin into a piece of turf, creating an evolving visual celebration of fans from across the globe.

The experience showcased Willem by Willem through the hero bottle, dedicated point-of-sale materials, the campaign film starring Dafoe, and striking key visuals.

Legal drinking age shoppers were invited to sample expressions including Laphroaig Four Oak through Paloma and Bubbles cocktails. Gifts with purchase were available, including a seaweed gift bag, a welly keychain and 50 bonus Friends of Laphroaig points, to welcome new consumers into the community.

Ashish Sagar, General Manager CoE Global Travel Retail and MEA at Laphroaig brand owner Suntory Global Spirits, said: “Global travel retail plays a vital role in introducing consumers to the world’s most distinctive spirits and Laphroaig is a brand that rewards curiosity and discovery. Willem by Willem is a unique expression of that spirit. It is a whisky that invites travellers to experience, interpret and share their own perspective. We are proud to bring this remarkable release to key airports around the world and create memorable moments for whisky enthusiasts everywhere.”

Willem by Willem is a 14yo, Oloroso cask-finished whisky (53.7%abv), priced domestically at $142. Following the Heathrow T5 launch, the airport roll-out will continue this autumn in Singapore Changi, Mumbai Chhatrapati Shivaji Maharaj, Delhi Indira Gandhi and Dubai.

Maker’s Mark seals airport-exclusive artist series

Kentucky bourbon brand Maker’s Mark has launched a global travel retail exclusive series featuring custom, city-inspired labels designed by acclaimed artist Alexandra Pacula.

Available for a limited time in selected airports, the bespoke Maker’s Mark bottles are inspired by destinations including New York, Los Angeles, Paris, London, Dubai, Delhi, Mumbai, Singapore, Seoul, Sydney and Melbourne, inviting travellers to discover and collect each release throughout their journeys.

Maker's Mark Artist Series - City Edition

"At Maker’s Mark, we’ve always believed that character comes from doing things differently, and this Artist Series – City Edition brings that idea to life by capturing the distinct spirit and creative energy of iconic cities around the world," said Rob Samuels, eighth-generation whisky maker and Managing Director of Maker’s Mark. “Today’s travellers are looking for experiences that feel personal and memorable, and we’re proud that each beautifully designed bottle is something they can enjoy long after their trip ends.”

Drawing on her signature style of painting inspired by long-exposure photography techniques, Pacula captures each city’s movement, light and rhythm through layered, expressive compositions. Hand-painted details nod to the brand’s signature red wax seal.

Pacula said: “Maker’s Mark has a very intentional approach to craft, and I wanted to mirror that in this body of work. I spent time in each city, immersed in its rhythm and atmosphere, and translated those impressions into expressive visuals that bring each label – and each place – to life.”

“Travel retail continues to be a key channel for premium spirits, as consumers increasingly seek exclusive and experience-led purchases during their journey,” said Ashish Sagar, Interim General Manager, Global Travel Retail at Maker's Mark brand owner Suntory Global Spirits. “With the brand’s distinctive craftsmanship, the Maker’s Mark Artist Series creates a collectible proposition that truly stands out in airport retail.”

The Maker’s Mark Artist Series – City Edition is available in Sydney, Melbourne, Singapore, Seoul Incheon, London Heathrow, Gatwick and Stansted, and Paris Charles de Gaulle airports. The series will continue to roll out in Dubai, Delhi, Mumbai, and in the US in New York JFK and Los Angeles in September.

MCM fuses fashion, energy and music with DJ Khaled

German luxury brand MCM has launched a vibrant collaboration with American DJ and rapper DJ Khaled, featuring a capsule collection powered by music, culture and craftsmanship.

The MCM x DJ Khaled x We The Best drop brings craftsmanship and Khaled’s signature Miami energy into one standout collection, “where music sets the tone and personality does the rest”.

Miami vibes: MCM x DJ Khaled x We The Best campaign

Celebrating MCM’s 50th anniversary, MCM x DJ Khaled x We The Best fuses music, culture, movement and craftsmanship into a bold expression of travel and identity.

Framed through the campaign video The Beat of It All, the collection captures DJ Khaled as a multi-dimensional creator, shaped by the culture, energy and mindset that define his world.

Craftsmanship meets Miami energy in a capsule that pairs leather goods and ready-to-wear with “serious swagger”. MCM’s iconic bags – the Stark Backpack and the Ottomar Weekender – get a bold update in signature Cognac Visetos, accented with rich ultrasuede and bright blue leather trim.

MCM x We The Best Stark Backpack in Visetos

Ready-to-wear goes loud with bold graphics and Miami Art Deco flair, echoing DJ Khaled’s favourite catchphrases: “We The Best” and “Another One”.

The collaboration made its entrance in style, with a high-energy party at the Boom Boom Room in New York. DJ Stretch Armstrong held down the music, with DJ Khaled stepping in.

To mark the launch, an MCM x DJ Khaled x We The Best mural went live in Soho, New York, located at W Broadway and W Houston.

Suntory achieves major milestone at Paris airport

Japanese whisky house Suntory has expanded its presence at Paris Charles de Gaulle (CDG) Airport with the opening of its first-ever pop-up at Terminal 1 and its first permanent brand space at Terminal 2, developed in partnership with Lagardère Travel Retail and Extime Duty Free.

Located in one of Terminal 1's premier retail environments, the 5m x 3m House of Suntory pop-up invites travellers to discover Japanese craftsmanship, cultural storytelling and omotenashi-inspired hospitality through tastings and sensory experiences featuring Hibiki, Yamazaki and Hakushu whiskies.

The House of Suntory pop-up at Paris Charles de Gaulle Airport

“This activation represents an important milestone for The House of Suntory in travel retail, bringing together Japanese craftsmanship, cultural storytelling and elevated shopper experiences in one of Europe’s most iconic airports,” said Ashish Sagar, General Manager Global Travel Retail at Suntory Global Spirits.

The pop-up showcases prestige expressions from the Vintage and Luxury Collections, including Hakushu 18 Years Old, Hibiki 21 Years Old, Yamazaki 18 Years Old, Yamazaki 12 Years Old, Hibiki Harmony Master Select and Hakushu 12 Years Old, alongside educational content, new product innovations and the Hibiki 12 Years Old Travel Exclusive Series.

At the heart of the experience, a central showcase celebrates Hibiki as a global icon of Japanese artistry through guided tastings, storytelling and curated food pairings inspired by the spirit of omotenashi.

The space brings the art of Japanese gifting to life through authentic furoshiki wrapping – the centuries-old Japanese practice of wrapping and presenting gifts in decorative cloth, transforming gift presentation into an expression of care, respect and intention.

Exclusive to the Paris CDG pop-up, a limited-edition furoshiki design combines Japanese tradition with French cultural elegance, reinforcing collectability and a sense of place.

First permanent brand space at CDG

Complementing the pop-up, Suntory Global Spirits has also introduced the first permanent House of Suntory brand space at Paris CDG Terminal 2. Located within the LSM4 store – one of the airport’s largest and highest traffic spaces – this strategic placement strengthens the prominence of Japanese whisky in the airport.

Hibiki whisky gift wrapping

This permanent installation highlights the most prestigious expressions across three zones, designed to guide shoppers from discovery through purchase.

Illuminated lightboxes highlight key expressions and launches, creating strong visual impact.

The central brand and education area features Hibiki as a global icon alongside Yamazaki, Toki and Roku. Beautiful visuals and information cards communicate the characteristics of each expression. An educational module reinforces Suntory’s position as the founding house of Japanese whisky. 

The portfolio display presents the full Suntory portfolio in a structured, premium layout, ensuring strong visibility, ease of navigation and clear pathways to purchase.

MCM looks to retro-futuristic styles for 50th Anniversary Autumn/Winter 2026 collection

MCM has unveiled its 50th Anniversary Autumn/Winter 2026 collection, celebrating this milestone through the lens of Munich’s culture and music, blending cutting-edge materials with futuristic styling.

Described as retrospective yet futuristic, the collection highlights studded silhouettes and innovative leather goods reflecting the brand’s fusion of art, tech and travel.

MCM's cinematic campaign for Autumn/Winter 2026

The collection redefines nomadic luxury through retro-futuristic styles built around a rich autumnal colour palette. With a selection of lightweight and transitional mid-season pieces along with cold-weather essentials such as warm jackets, this collection is perfect for layering to create classy outfits for men and sophisticated clothing for women.

For the launch of the new collection, MCM unveils a cinematic campaign exploring individuality, connection and the emotional rhythm of modern life through intimate moments and the beauty of being together.

MCM Autumn/Winter 2026 Aren Sling Bag

Set inside the MCM Haus, the campaign centres on a family of distinct personalities. “As a son returns bearing gifts selected with remarkable precision, the story unfolds through micro-moments, understated humour and a carefully composed visual language,” said the German luxury brand.

Directed by Lucio Castro and photographed by Luna Conte, the campaign balances emotional subtlety with quiet sophistication.

MCM Autumn/Winter 2026 Pina Tambourine bag

The collection reflects the distinct personalities of the MCM Haus through reimagined heritage silhouettes, signature leather goods and forward-looking ready-to-wear.

From archival Pina styles and diamond-inspired Dia bags to travel-inspired designs, the season blends craftsmanship, innovation and modern mobility through a refined lens, while quilted leather, recycled nylon and retro-futurist accents add depth, texture and personality to the story.

A highlight is the Pina collection, which embodies mobile elegance through logo stud embellishments on leather and Visetos wallets, totes and tambourine bags.

Rémy Cointreau names new CEO Global Travel Retail

French spirits group Rémy Cointreau has announced that Carlos Radulovitch will take over the CEO Global Travel Retail position as of July 1, 2026.

The announcement came as Rémy Cointreau launched a three-year turnaround plan called RC Forward, aiming to boost operating profits by €100 million by the 2028/29 financial year. A core pillar of this strategy is to double sales in travel retail and emerging markets.

With more than 25 years of international leadership experience and a depth of travel retail expertise, Radulovitch has led large-scale international business across EMEA, Americas, Asia and the Middle East, with deep expertise in global consumer and luxury brands.

Before joining the group, Radulovitch served as CEO of Ted Baker in London, where he led the EMEA business across retail, travel retail, e-commerce and wholesale operations in 11 countries.

“We truly believe that Carlos’ extensive knowledge of the travel retail channel and proven track record of delivering growth will facilitate the transformation of our GTR business and help our valued partners to grow faster with the Rémy Cointreau portfolio in both the short and longer term,” said Ian McLernon, Group Chief Markets Officer.

“I am excited and ready to support Rémy Cointreau’s remarkable brand portfolio of exceptional spirits. Strengthening our presence, engaging our partners with the highest standards and delivering a strong and result-oriented roadmap is an exciting challenge I am ready to lead,” added Radulovitch, who will be based in Singapore, where the company's Global Travel Retail office is located.