Luxe Pack Monaco packs a punch in 2025

Luxe Pack Monaco, the leading event for creative luxury packaging, underwent a transformation this year with 450 exhibitors in the newly expanded Grimaldi Forum venue.

Held from 29 September to 1 October 2025, Luxe Pack introduced two major features: The Portal and The Col’Lab.

Luxe Pack Monaco

In response to the rapid transformation of the industry, The Portal was a new space dedicated to packaging innovation, highlighting disruptive and responsible solutions. This immersive space was structured around four main areas:

Eco-innovation: biomaterials, sustainability, recycling, circular economy;

Smart packaging: connectivity, traceability, blockchain, IoT, cybersecurity;

Artificial Intelligence: generative AI, data intelligence;

Design and experience: UX/UI, augmented reality, 3D visualisation, 3D printing.

Described as a new space for dialogue, The Col’Lab brought together consortiums, collectives and associations committed to the sustainable transformation of packaging and luxury.

The Col’Lab hosted presentations of initiatives and collective projects; meetings with players such as SPICE, RESET, EcoBeautyScore, Circul’R, B Beauty and the Green Impact Index; and conferences.

This year's event unified the Luxe Formulation (formulation and full-service) and Luxe Home (scented accessories) sectors in the same hall. This regrouping reflects the convergence of sensory worlds – cosmetics and home fragrances – and responds to growing consumer demand for comprehensive, multisensory experiences.

Committed initiatives

The Luxe Pack in Green exhibition celebrated its 14th edition with a stronger focus on eco-design. Two categories were highlighted: best packaging solutions and most impactful CSR initiatives.

La Fabrique Singulière was an immersion into artisanal know-how serving luxury and brand storytelling.

The Make a Mark initiative brought together packaging design agencies around sustainability and creativity, with Estal, Avery Dennison and Leonhard Kurz.

The Formes de Luxe exhibition of the finalists of the Formes de Luxe Awards showcased major packaging innovations.

And on the occasion of the Year of the Sea, Besign returned to Luxe Pack Monaco. Students from the international school of sustainable design presented “Ocean Contest: How can brands take action for ocean protection?”, an initiative that questioned the role of brands in ocean preservation.

Meanwhile, the future-focused conference programme explored AI, simulation and digital twins; augmented supply chain; eco-design and the desire for luxury; new aesthetics in China; global regulatory mapping; Middle Eastern consumers; and redefining the emotional value of luxury.

Among the renowned speakers were LVMH Recherche, Chanel, Christian Dior Parfums, La Prairie, Pernod Ricard, Moët Hennessy, La Rosée, L’Occitane and Groupe Yves Rocher.

Heinemann supercharges cruise retail presence

Heinemann Americas has launched a bold new cruise retail concept onboard Royal Caribbean’s Star of the Seas, delivering first-at-sea exclusives and redefining immersive shopping at sea.

With 10 retail venues onboard, the vessel features exclusive Royal Caribbean logo merchandise, fine watches and fashion jewellery, fragrances and cosmetics, as well as vintage luxury leather goods and timepieces. A standout highlight is a collection of prestige and rare spirits, crafted to surprise and captivate connoisseurs.

The beauty offer onboard Star of the Seas

The new retail offer builds on the success of Icon of the Seas, with a focus on curated exclusivity, elevated design and category innovation across four distinct store formats.

The liquor experience onboard Star of the Seas introduces several first-at-sea features, including personalised backwalls for Macallan, Hennessy and Patrón, a dedicated Johnnie Walker gondola, and a limited-edition Louis XIII monogrammed box hand-decorated exclusively for the ship, with only 30 pieces available globally. Among the rare offerings is a bottle of Loch Lomond 50yo, one of just 100 worldwide, retailing at $34,999. The store also debuts multiple exclusive barrel programmes, such as Angel's Envy – selected by Heinemann’s team as a first-at-sea – and the rare O.F.C Bourbon 1985.

Luxury timepieces are available in branded shop-in-shop formats from Cartier, Hublot, Breitling, TAG Heuer, Longines, Rado and Norquain, a new brand for Heinemann. Swiss Crown complements the offer with a curated selection of pre-owned Rolex watches.

Cartier's shop-in-shop onboard Star of the Seas

Meanwhile, the logo merchandise store presents a new collection designed exclusively for Star of the Seas, featuring fashion-forward apparel, collectibles and a children’s line. The Vineyard Vines x Royal Caribbean co-branded range – introduced on Icon and Utopia – returns with a refreshed capsule, adding a familiar and updated touch to the retail experience.

“With Star of the Seas, we continue our mission to elevate cruise retail through storytelling, exclusivity and unforgettable experiences,” said Nicolas Hoeborn, CEO of Heinemann Americas. “This launch is a testament to our strong partnership with Royal Caribbean and our shared vision for the future of travel retail.”

The Collection store offers second-hand Louis Vuitton merchandise

Together with Icon of the Seas, Star of the Seas ranks among the largest cruise ships in the world, measuring 365 metres in length and accommodating up to 5,610 guests and 2,850 crew members. It is the sixth Royal Caribbean vessel to feature Heinemann’s retail offer, following Utopia of the Seas, Icon of the Seas, Wonder of the Seas, Odyssey of the Seas and Independence of the Seas.

TFWA welcomes top brands to Cannes fair

Tax Free World Association (TFWA) is welcoming leading brands such as Hermès, Giorgio Armani, Coach, Zegna, Bally and Ralph Lauren to the 2025 TFWA World Exhibition & Conference.

This year’s fair takes place from 28 September to 2 October 2025 at the Palais des Festivals in Cannes.

Familiar names in luggage and leather goods such as Bally, Bric’s, Tumi, Samsonite and Delsey have also confirmed their participation in this year’s edition.

Powerhouses including Lacoste, Longchamp, Paul & Shark and Victorinox will have a bigger presence this year, while making a welcome return will be Furla, Napapijri and Coach, joining regular exhibitors Lancel, Coccinelle and Le Tanneur. A strong presence is also expected from leading eyewear groups including EssilorLuxottica, Safilo, Thélios, Marcolin and De Rigo.

The 2025 edition will also see a significant upswing in the number of brands showing at the Harbour Village with 30 official boats confirmed, up from 19 last year. For the first time, the Harbour Village will be fully integrated within the exhibition.

Top travel retailers including Avolta, Lagardère, Gebr Heinemann, 3Sixty, Dubai Duty Free and Qatar Duty Free have confirmed large delegations, while major international airports, airlines and cruise operators will also be attending.

Delegates will hear from high-calibre speakers during the TFWA Conference on Monday, 29 September. Two workshops, World in Flux: Travel Retail Amid Today’s Geopolitical Realities and Next Horizon: Charting the Future of Travel Retail, will take place on Tuesday and Wednesday.

Innovation on show

The new Innovation Square will host the two workshops in addition to private evening events. TFWA’s ONE2ONE meeting service will provide opportunities for exhibiting brands, key buyers, airports and trade agents to focus on business. The exhibition halls will be open from Monday afternoon through to Thursday.

Registration remains open until the first week of September.

TFWA President Philippe Margueritte said: “It’s gratifying to see that so many of global travel retail’s most prestigious brands are planning to join us once again in Cannes for what is undoubtedly one of the most important events in our calendar. We look forward to welcoming these high-profile established names plus new game-changing tastemaker brands to TFWA World Exhibition & Conference in September."

TFWA reveals more Cannes fair details

Leading retailers, landlords and distributors have confirmed their attendance at TFWA World Exhibition, held from 29 September to 3 October 2024, including international operators Avolta, Gebr Heinemann, Lagardère Travel Retail, CDFG, Dubai Duty Free, DFA and DFS.

International airports, airlines and cruise lines have also registered delegates at an early stage this year, while brand regional distributors such as Bluebell, Luxasia, Overseas Distribution, Eternal and Beauté Luxe Duty Free have confirmed they will send substantial delegations to Cannes.

Among this year’s suppliers are L’Oréal, LVMH Beauty and Estée Lauder in fragrances and cosmetics; Diageo, Pernod Ricard and Suntory Global Spirits in wine and spirits; and Hermès, Giorgio Armani and Zegna in fashion.

Other big names include EssilorLuxottica, Safilo and Thélios in the eyewear category; Swarovski and Thomas Sabo in jewellery; and Ferrero, Mars, Nestlé, Kusmi Tea and Fauchon in confectionery and fine food.

This year will also see the return of Philip Morris International after an absence.

During the conference on Monday starting at 09:00, and a workshop session entitled Reimagining Travel Retail which will run on Tuesday from 08:00, delegates will hear from a high calibre range of speakers. The exhibition halls will be open from Monday afternoon to Thursday.

The inspiring TFWA i.lab will offer exhibition visitors the opportunity to explore fresh ways to engage the travelling consumer, while the TFWA ONE2ONE meeting service will provide plenty of opportunity for exhibiting brands, key buyers, airports and trade agents to focus on the serious business of the week, TFWA said.

The networking programme will begin with a pétanque tournament on Sunday morning, sponsored by Haribo and Bloom Dead Sea Life.

Also on Sunday, a blind football and wheelchair rugby tournament will be organised by Stade Toulousain Wheelchair Rugby Association and m1nd-set.

This will be followed by the Nuit Blanche opening cocktail party held at the Carlton Beach from 19:00. The dress code is smart-casual with "a touch of white", TFWA said. Access to all networking events is complimentary for badge holders.

The TFWA Lounge will return with both after-work and night-time sessions taking place on Monday and Tuesday between 18:30-21:00 and 22:00-01:00.

A highlight of the week will be the Starry Night closing party to mark TFWA’s 40th anniversary, which will take place on Wednesday evening from 20:00-02:00. Attendees are invited to dress in their glamorous best with "a dash of gold".

TFWA thanked all sponsors of this year’s event, including the main partner of the TFWA Lounge, Qatar Duty Free, TFWA Lounge sponsor Mondelēz International, and product distribution sponsors Santa Margherita, Heineken, Crafter’s, Duty Free Global, Nemiroff Vodka, Perfetti Van Melle, Wonderful Pistachios and Seeberger.

TFWA President Erik Juul-Mortensen said: “In my final year as President, the delight of hosting such an inspiring event has not faded. I, like many others across the industry I’m sure, am very much looking forward to meeting with colleagues as we mark TFWA’s 40th anniversary.”

To see the full event programme, see: https://www.tfwa.com/programme/tfwa-world-exhibition-and-conference/2024.

A Rolex retailtainment experience on the seas

German duty-free operator Gebr Heinemann, through its 100% subsidiary Heinemann Americas Inc, has debuted 14 retail venues onboard Royal Caribbean International’s new ship Icon of the Seas. In a significant development, the shopping experience spans pre-loved luxury goods from leading brands Rolex and Hermès.

The stores offer an exclusive selection of Royal Caribbean branded logo merchandise, in addition to fine watches, fine and fashion jewellery, spirits, perfumes and cosmetics, and vintage luxury leather goods and watches.

Prestigious brands include Chanel in the beauty category, while Cartier and Hublot watches are being offered in a multi-brand store. This store also includes certified pre-owned Rolex. Notably, the first-at-sea Omega boutique has been introduced.

The Royal Promenade onboard Icon of the Seas

Brands new to the cruise channel include Sunday Riley, Bond No.9, Parfums de Marly, Kylie Cosmetics, Supergoop, Sol de Janeiro and Casamigos. A store offers certified pre-owned luxury handbags with exclusive models from Hermès, Louis Vuitton and others, as well as watches. Here, guests can purchase unique and rare products. The selection features a co-branded collection with US clothing label Vineyard Vines and an Icon of the Seas-exclusive Woodford Reserve whiskey.

Strategically positioned throughout the ship, the stores are found in key areas like the vibrant Royal Promenade, the picturesque Central Park and the family-friendly Surfside. These retail spaces provide guests with immersive retailtainment experiences, according to Gebr Heinemann. A team of 35 are on hand to help.

Nicolas Hoeborn, Managing Director of Heinemann Americas Inc, enthused: “We are thrilled to be able to equip this stunning ship with such a diverse and exceptional retail offering. Guests can expect a spectacular assortment and unforgettable shopping experience aboard Icon of the Seas.”

Discussing pre-owned luxury products, Hoeborn added: "Our certified pre-owned products offer luxury brands at affordable prices, great quality, variety and availability. Pre-owned luxury also makes a lot of sense from a sustainability perspective, as these products contribute to the careful use of resources."

The Central Park fine watch stores onboard Icon of the Seas

Icon of the Seas set sail on its maiden voyage from Miami to the Caribbean in January. The ship is 365 metres long and can accommodate 5,610 guests and 2,850 crew members. As a result of a 2019 tender, this is the fourth Royal Caribbean ship awarded to the travel retailer, which also operates on Wonder of the Seas, Odyssey of the Seas and Independence of the Seas.

As a result of the successful partnership that began in 2019, Icon of the Seas is the third new-build launched by Heinemann Americas since the pandemic.

“This achievement firmly cements the travel retailer’s standing as the leading expert for new-builds within the industry,” the company said.

TFWA World Exhibition unveils Cannes programme

TFWA World Exhibition & Conference 2022 will be held at the Palais des Festivals in Cannes from October 2 to 6, kicking off with an insightful conference.

On Monday, October 3, TFWA World Conference will open with an address from TFWA President Erik Juul-Mortensen, followed by conversations with world-leading figures in economics and branding.

They include David McWilliams, Adjunct Professor of Global Economics at Trinity College Dublin’s School of Business and one of the most authoritative – and entertaining – voices on economics and geopolitics; and Raymond Cloosterman, Founder and CEO of Dutch beauty brand Rituals, who will address brand-building in a changing world.

The conference will also look at life in the metaverse with the help of a global expert on new digital technologies: Swan Sit, Operating Partner of AF Ventures, a Leading Voice on social audio app Clubhouse and former Global Head of Digital Marketing for Nike, Revlon and Estée Lauder.

Two workshop sessions are scheduled on Tuesday, October 4 (The Airport Forum) and Wednesday, October 5 (Innovation in Action).

The Airport Forum session will feature London Heathrow Airport Retail & Property Director Fraser Brown, Seoul Incheon International Airport Corporation Director Duty Free Management Team Sung Bin Im and Istanbul Airport Chief Digital & Commercial Officer Ersin Inankul.

Innovation in Action will look at customer engagement courtesy of speakers including Intelligent Track System Founder & CEO Morten Pankoke and Founder & CEO of Inflyter Wassim Saadé.

TFWA President Erik Juul-Mortensen said: “This year’s TFWA World Conference will explore the factors that will define business in the post-pandemic world, from pressures on the global economy to changing consumer behaviour. Our programme of speakers features experts in their fields who will provide fresh perspectives on the challenges and opportunities ahead.

“We are also pleased to restore our programme of workshops, which this year will feature senior executives from some of the world’s leading airports, in addition to the innovators that are finding new ways to improve the ways we sell to travellers. I am very much looking forward to these sessions and look forward to welcoming the global industry to Cannes.”

Those wishing to attend TFWA World Exhibition can register at: https://www.tfwa.com/tfwa-world-exhibition-conference/book-your-place-100004721 

The exhibitor list can be seen on the following link: https://www.tfwa.com/exhibitors/tfwa-world-exhibition-and-conference/2022

Top retailers to attend TFWA World Exhibition

Leading retailers have confirmed their participation in the 2022 TFWA World Exhibition & Conference in October, alongside a very high number of exhibitors, which is close to pre-pandemic levels.

Organisations both large and small that have already signed up for the industry’s must-attend event in Cannes include: Dufry from Hong Kong, King Power from Thailand, Kansai Airports from Japan, Shinsegae Duty Free from Korea, Motta International from Panama, Muscat Duty Free from Oman, and a number of Europe-based operators, such as Gebr Heinemann, Lagardère Travel Retail, Istanbul Airport, Inflight Sales Group, Aer Rianta International, MSC Cruises and Fjord Line.

Held at the Palais des Festivals in Cannes from 2 to 6 October 2022, TFWA World Exhibition & Conference will feature a refreshed event programme that includes an additional social element.

This year’s edition will offer plenty of networking opportunities, such as the much-awaited return of the Get Together opening event on Sunday evening, the after-work TFWA Lounge, and a new late-night social concept, hosted on the Carlton Beach.

To attend TFWA World Exhibition & Conference, register at: https://www.tfwa.com/tfwa-world-exhibition-conference/book-your-place-100004721

Royal Salute fires off $30,000 whisky

Royal Salute has released the first edition of its exclusive Time Series - Royal Salute 52 Year Old Single Cask Finish, retailing at $30,000 per bottle.

Limited to 106 bottles globally, the blend combines Royal Salute’s finest Scotch whiskies, and is available in travel retail and beyond. Out of the 52 years this blend has been aged, the last 14 years were spent finishing the liquid in a single oak cask.

Precious: Royal Salute 52 Year Old Single Cask Finish

As with all Royal Salute expressions, Master Blender Sandy Hyslop celebrates Queen Elizabeth II, Britain’s longest-serving monarch. Royal Salute also seeks to pay homage to the importance of time with the Time Series, according to the Pernod Ricard-owned brand.

Royal Salute 52 Year Old Single Cask Finish is housed in a prestigious hand-blown Dartington crystal decanter. Dark blue in colour, the crystal is enhanced by elegant gold engravings and stopper. Each bottle is individually engraved with a unique number and is presented in a Time Series box that takes inspiration from the Royal Wedding Edition box, finished with five different layers of wood, each representing a different decade in the life of the blend. A striking 24-line sundial motif is revealed on opening the box that further manifests the importance of time.

The whisky is described as having intense, fruity aromas of ripe plums, toffee apples and dark chocolate-covered hazelnuts with the sensation of sweet, aromatic oak. Tasting notes are bright with sweet orange marmalade and hints of ginger and cloves, while soft ripe pears in syrup mingle with a touch of liquorice. The 14-year cask finish brings a creamy and sweet texture to the blend, enhanced with notes of toffee and vanilla and long, well-balanced sweet finish.

Hyslop said: “At Royal Salute we have unparalleled expertise in blending such extremely rare high-aged whiskies. Time is precious and fundamental in the creation of blends such as these and we are thrilled to be marking the launch of our Time Series collection with this stunning liquid. Every whisky in this blend, the youngest of which dates back to 1967, is influenced and enhanced by the delicate combination of flavours that only maturation in an exceptional quality cask can deliver, and the incredible result speaks for itself. Royal Salute 52 Year Old Single Cask Finish is an unparalleled blend for collectors and enthusiasts alike to seek out on their travels.”

Royal Salute 52 Year Old Time Series Collection is limited to 35 bottles in travel retail and 71 bottles in selected domestic markets worldwide. Launched at the end of December 2019 and retailing at $30,000, the product is available in Australia, New Zealand, Canada, US, Dubai, UK, Paris, Japan, Korea, Taiwan, Singapore, Thailand and Hong Kong.

Royal Salute was originally crafted as a gift for Queen Elizabeth II on her Coronation Day in 1953. Royal Salute is the official partner of all ceremonial royal gun salutes fired at the Tower of London, home of the Crown Jewels.

Martell marks moments of achievement

To celebrate the new refreshed look for its XO Cognac, Martell has launched a series of promotions in key airports around the globe, including Hong Kong, Singapore, Shanghai, Los Angeles and Paris. The campaign builds on Martell XO Cognac’s positioning as the perfect drink with which to celebrate success.

Martell XO Cognac's airport showcase

A striking retail space design, inspired by the signature Martell XO arch, itself a symbol of opportunity, entices consumers to learn more about the brand. An engaging digital experience allows visitors to submit details of their most memorable moments and receive a personalised serve from a Virtual Drinks Strategist. As well as having the opportunity to try the product for themselves on-site, passengers receive a premium card detailing the uniqueness of their chosen moment and their Martell XO Cognac pairing recommendation.

To complement this experience, the new look is brought to life via a partnership with JCDecaux Airport Media, connecting with travelers throughout their airport journey to show how Martell XO is the perfect accompaniment to celebrations with friends and family.

The new bottle is a refreshed premium direction for Martell XO and features a beautiful arch-shape design. It moulds together a bold and contemporary design with a refined brushed-gold trim, seeking to convey the sophistication of the liquid inside. This new Martell XO Cognac design is a statement of success and enables consumers to share and celebrate their achievements.

Martell XO activations are now live at Hong Kong International. Singapore Changi, Shenzhen, Los Angeles International and Paris Charles de Gaulle airports. The campaign will also be featured at Kuala Lumpur International Airport, Taipei Airport, Shenzhen Airport, Zhuhai Airport, Bangkok Airport, New York Newark and Sydney Airport.

The new Martell XO Cognac is available now in global travel retail locations across the globe, retailing at US$283. 

Pernod Ricard burrows into bourbon with Rabbit Hole

French drinks giant Pernod Ricard has added super-premium bourbon brand Rabbit Hole to its drinks portfolio, MJ Rabbit is delighted to report.

Rabbit Hole, an award-winning range of Kentucky spirits, is particularly recognised for its iconic, state-of-the-art distillery in the heart of Louisville. The brand’s Straight Bourbon and Rye whiskeys are crafted with a mix of carefully selected grains, distilled in copper Vendome column stills and aged in native oak barrels by Louisville’s hot summers and cold winters.  

Super-premium Rabbit Hole Whiskey

The bourbon category is undergoing a renaissance, as new consumers discover its quality and versatility. Bourbon can be appreciated neat and has also recently earned its rightful place in modern mixology. 

Pernod Ricard has signed an agreement to acquire a majority share of Rabbit Hole Whiskey, produced and based in Louisville, Kentucky. This transaction is expected to close shortly. 

As was the case with previous successful partnerships such as Monkey 47 super premium gin, Smooth Ambler West Virginian whiskey and Del Maguey mezcal, Pernod Ricard is joining forces with a passionate entrepreneur, Kaveh Zamanian. The founder of Rabbit Hole left his day job as a clinical psychologist and psychoanalyst to fully dedicate himself to the art of crafting whiskey in the heart of Kentucky’s whiskey culture. As part of the strategic partnership, Kaveh is keeping the majority of his shares in Rabbit Hole and will continue to operate the company.  

Fast-growing speciality brand

With this strategic partnership, Pernod Ricard expands its newly created portfolio of speciality brands, gathering smaller brands with unique and comprehensive value propositions and select distribution. 

Alexandre Ricard, the dynamic CEO of Pernod Ricard, said: “This partnership is the perfect implementation of our long-term investment strategy to create sustainable value. Kaveh and I embrace the same entrepreneurial spirit. Rabbit Hole is a fast-growing brand, strongly rooted in its terroir and very well positioned in the high-end bourbon and Kentucky whiskey categories. We are excited to take the brand to the next stage of its very promising development.”

Kaveh Zamanian added: “Pernod Ricard and I share the same entrepreneurial values and our ethos and strategic visions are fully aligned. By leveraging Pernod Ricard’s extensive distribution network to reach new consumers, we are able to strengthen Rabbit Hole’s position as a brand and amplify its presence as a new voice in American Whiskey. In partnership with Pernod Ricard, Rabbit Hole is poised to reach new heights. I am very excited about this partnership and our future together.”

Let’s hop(e) Rabbit Hole can be purchased soon in travel retail.

The Glenlivet marks Dubai Duty Free milestone

French liquor group Pernod Ricard has introduced an “incredibly rare” The Glenlivet Dubai Duty Free 35th Anniversary edition whisky, to mark the leading travel retailer’s 35th birthday. Only 35 bottles have been made. 

This rich and characterful single malt Scotch, retailing at $10,000 per bottle, is exclusive to travellers visiting Dubai Duty Free stores.

The Glenlivet Dubai Duty Free 35th Anniversary edition whisky

This rare and luxurious bottling was matured in a hand-selected cask for over 35 years, carefully chosen for its rich character. The resulting liquid boasts complex layers of flavour, aroma, colour and texture, supported by The Glenlivet’s signature distillery character.

The unhurried maturation has produced a beautifully balanced whisky, teasing ripe sweet peach, pear and strawberry jam notes on the nose before gracing the palate with notes of luscious tropical sweet kiwi, honey dew melon and a hint of cinnamon with ginger biscuits. A long, sweet lingering finish with a touch of spice leaves a lasting taste experience, the company said.

Just 35 bottles of The Glenlivet Dubai Duty Free 35th Anniversary edition whisky are available to purchase now, exclusively from Dubai Duty Free.

Martell’s artful Chinese New Year strategy

Martell is inviting travellers to celebrate Chinese New Year 2019 by taking part in an exclusive travel retail virtual reality experience designed to let imaginations run free. Marking the launch of Martell Cordon Bleu Limited Edition, the Be The Artist campaign allows those taking part to create personalised art and messages on digital greetings cards.

Martell's travel retail virtual reality experience

The bottle and box design for Martell Cordon Bleu Limited Edition was specially created in collaboration with French artist Mathilde de l'Ecotais, whose design aims to reflect the spirit of Martell. Bringing the gift-giving experience to life, exciting virtual reality activations across various airports allow consumers to draw inspiration from the limited-edition bottle to design their own personalised digital gift cards and share these with loved ones for the gifting season.

Those passing through Sydney, Hong Kong, Taipei, Beijing, Shanghai and Paris can access the full virtual reality showcase. Transported to the artist’s unique studio in France, the immersive experience sees participants use a digital paintbrush and palette to create personalised patterns and messages around the life-size limited-edition bottle. 

Taking inspiration from the artist’s own cyanotype bottle design, the VR touch controllers present participants with a variety of colours to express themselves with. While the player is immersed in virtual reality, their experience is also broadcast to other passing travellers via large screens. Upon completion, each work of art is automatically be emailed to their creators. Alternatively, the digital greeting card can be published on social media channels or shared with friends and family to celebrate Chinese New Year.

Those purchasing the limited-edition bottle in domestic markets can also get involved by scanning the on-pack QR code. This transports them to the Be The Artist app, allowing them to create their own masterpieces.

The Martell Cordon Bleu Limited Edition virtual reality and digital experiences will run until the end of February. Martell Cordon Bleu Limited Edition (1 litre) is available in global travel retail, Asia, US and the Pacific now. In parity with Martell Cordon Bleu standard, the retail price is $229.

Ballantine’s spices up signature flavour

Ballantine’s has launched the Warming Spices Edition, the first in a new series of 21yo signature flavour limited-edition Scotch whiskies showcasing the flavour imparted by the cask over 21 years of maturation.

A travel retail exclusive retailing at $147, the multi-dimensional blend was crafted by Ballantine’s master blender, Sandy Hyslop, who said: “This limited release showcases this evolution of flavour and delivers amplified layers of complex spices which pay homage to 21 years of maturation.”

Ballantine's 21yo Warming Spices Edition

Digital travel trail

Launched first at Seoul Incheon Airport Terminals 1 and 2 in November, the Warming Spices Edition was available to the rest of travel retail throughout December. To celebrate the new series, Pernod Ricard connected with travellers before, during and after their trip through a digital travel trail targeting Korean consumers. Presented with a downloadable e-coupon redeemable in-store, shoppers received luxury leather coasters and branded glasses as a gwp, exclusively at Incheon.

Ballantine’s Warming Spices Edition is available for one year only at airports in Korea, Japan, China, Singapore, Hong Kong, Vietnam, Thailand, Malaysia, Europe, Australia, New Zealand, and the US.

Martell highlights the art of generosity

Pernod Ricard has collaborated with a French artist to launch a new Martell Cordon Bleu Limited Edition “infused with the spirit of generosity, curiosity and creativity that has defined the House of Martell since it was founded in 1715”.

Designed to be a gift to celebrate Chinese New Year, the bottle and box design was created in collaboration with French artist Mathilde de l'Ecotais to express the uniqueness of the Cognac, the company said. The design seeks to reflect the spirit and character of Martell.

Martell's The Art of Generosity campaign for Chinese New Year

A contemporary artist and photographer, de l'Ecotais’ partnership with Martell was formed on their shared values: a profound attachment to nature and the terroir, and the use of traditional craft of the bold and modern. Exploring the Cognac’s aromas and key character, she used cyanotype, a photographic printing process that involves a cyan solution applied to paper with a brush in order to create images revealed through exposure to sunlight. 

With its blue and gold coating, the bottle includes images of grapes and vine leaves overlaid with sweeping circular brush strokes to evoke the round, generous flavours of this Cognac. 

The new launch is built around the art of generosity. The gift can be kept on display for years to come with a pedestal included in the pack. To reveal the treasure within, the gift receiver must pull the blue ribbons on the side of the box to unveil the bottle and trigger their curiosity.

To mark the launch, an "exciting and innovative consumer experience set to ignite travellers’ imaginations and generosity" will launch on January 1, 2019 in key Martell airport stores.

Martell Cordon Bleu Limited Edition (one litre) is available in global travel retail, Asia, the US and the Pacific from December 2018. In parity with Martell Cordon Bleu standard, the retail price is $229.

Grey Goose unwraps holiday pop-up store

This holiday season, Grey Goose vodka is transforming New York JFK’s Terminal 4 into an immersive cocktail and shopping experience with drinks from New York’s top bartenders.

Bacardi Global Travel, in partnership with DFS Group, is bringing festive cheer to JFK T4 with a Grey Goose vodka pop-up, offering a selection of holiday offerings and innovative cocktails made for travellers in the terminal by several of New York’s most talented bartenders. They include Jillian Vose of Dead Rabbit, Evan Hawkins of Broken Shaker, Liana Oster of Dante and Channing Centeno of Otis. 

A Ferris wheel dominates the Grey Goose pop-up at New York JFK T4

Tailored messages

In product news, the new Grey Goose Holiday Tin features letter magnets that allow gift-givers to craft tailored messages. Alongside JFK, it is available exclusively in travel retail shops, priced at $45. 

The central feature of the JFK T4 space is an interactive illuminated Ferris wheel, prominently sited on the terminal concourse. The wheel features mini “chalets” that contain Grey Goose holiday cocktail recipes. Travellers are invited to discover the recipes by pulling a lever that opens the door to the chalet of their choice, allowing them to take a snap of the recipes to recreate at home. Those who purchase the Holiday Tin will be handed a key that opens a hidden compartment in the chalet, revealing a gift.

Mike Birch, Managing Director and Vice President - Global Travel Retail and Commercial Development, Bacardi, said: “The creativity in this engagement helps people get to know what makes Grey Goose the most recommended premium-plus vodka by bartenders, and will inspire them in their own cocktail-making. A bottle of Grey Goose is sold every 13 seconds in global travel retail, and we believe that global travel retail is an important brand-building channel. Key to that is giving consumers fantastic brand experiences on their travels that they’ll remember long after they’ve left the airport, influencing future purchase decisions as well as increasing airport sales.”

Pernod Ricard puts it down to experience

Ballantine’s has launched the first limited-edition 30 Year Old Cask Edition exclusively in Korean travel retail with a VIP experience and personalised gifts.

Ballantine’s 30 Year Old Cask Edition is a rare whisky, bottled at cask strength, with intensified flavours of poached pear, honey and vanilla. 

Each bottle has a unique batch and bottle number and is encased in a luxurious package design of rich dark wood, embossed details and opulent copper accents. This makes it a rare collector’s item or a gift to show gratitude for loved ones during Chuseok, the major Korean holiday and time of cultural significance for honouring your ancestors.

Ballantine's 30 Year Old Cask Edition whisky

Interactive display

Pernod Ricard Global Travel Retail is marking the launch by creating a unique experience for travellers in Lotte and Shilla Duty Free at Seoul Incheon International Airport from August until the end of October 2017. An interactive display featuring copper bells for nosing will provide visitors with the opportunity to discover the aromas. To further experience the key flavour notes, travellers can participate in a full VIP tasting when pre-registering via b30caskedition.com. Each customer can create a personalised luggage tag, card holder or phone case when purchasing a bottle.

In separate news, Pernod Ricard Global Travel Retail celebrated the award-winning Jameson Deconstructed Series with a Travel Trail activity targeting travellers through Sydney International Airport in July.

Before starting their journey, travellers were engaged through a digital campaign combining both social and programmatic media. Programmatic media was coordinated through Qantas’ in-house data agency to target passengers booking departing flights from Sydney International Airport in July. A fun online questionnaire via jamesonwhiskey.com and promoted through social media also gave travellers the opportunity to discover which Jameson Deconstructed Series expression – Jameson Bold, Jameson Lively or Jameson Round – was likely to suit their taste so they could look out for it at the airport.

At the airport, geo-targeted advertisements on social media and media sites in the terminals directed travellers to the Jameson Tasting Bar in Gebr Heinemann’s Departures store to take part in the Deconstructed Sensory Taste Experience. Passengers could then sample Jameson Bold, Lively and Round to create a memorable sensory experience, thanks to an audio-visual element.

After selecting their preferred whiskey, travellers were sent a creative cocktail recipe to make and enjoy on their trip or when they arrived home. Those travelling back through Sydney International Airport also received an exclusive voucher to redeem on any Jameson product in Heinemann’s Arrivals store.

Jameson's interactive display at Sydney Airport

Virtual reality experience

In other brand news, Pernod Ricard is bringing the St Hugo wine brand’s new home in South Australia’s Barossa Valley to Sydney Airport with an immersive “cellar door” experience featuring the St Hugo Private Collection until September 2017.

St Hugo’s new home in the Barossa Valley is a restored building where visitors can indulge in the collection of St Hugo Australian red wines in a luxurious lounge, private underground tasting rooms or as part of a fine dining experience in the restaurant.

Pernod Ricard Global Travel Retail is offering an immersive St Hugo “cellar door” experience in Sydney Airport’s Heinemann Departures Tax & Duty Free store that provides travellers with the opportunity to taste and purchase exclusive St Hugo Private Collection wines, including Seppetsfield Shiraz and Rowland Flat Shiraz, which were previously only available at the cellar door in the Barossa. Travellers are guided through tastings by a St Hugo wine ambassador, while immersing themselves in a virtual reality experience that transports them to the home of St Hugo and educates on the winemakers’ longstanding techniques in creating red wines.

St Hugo's wine installation at Sydney Airport

'Using wine instead of words'

St Hugo Chief Winemaker Daniel Swincer said: “We wanted travellers to feel welcome and to try some of our exclusive St Hugo wines whilst on the way to their next destination. Our Private Collection wines give us the opportunity to present travellers with a wine they likely haven’t seen before and to tell the story of some of the sub-regions of Barossa behind the St Hugo blends using wine instead of words.”

Additionally, Pernod Ricard has partnered with Qantas to feature the St Hugo Private Collection on the winter menu in the Qantas First Class lounges in Sydney and Melbourne Airports until the end of August 2017. 

Chivas Regal unveils limited-edition charity gift tin

Best-selling whisky brand Chivas Regal has partnered with premium audio producer LSTN Sound Co to develop a range of accessories to celebrate their shared passion for craftsmanship, style and generosity.

The creative partnership is part of Chivas Regal’s initiative, Generosity: Amplified, which aims to raise funds for Starkey Hearing Foundation, a pioneering charity that has provided more than 1.8m hearing aids and care to people in need in the last 30 years. The two firms have collaborated to create a limited-edition Chivas 12yo gift tin, a line of handcrafted headphones and a custom-designed luxury record console.

Chivas Regal's Generosity: Amplified gift tin

Headphones feature upcycled elements

A percentage of profits from each pair of headphones and every tin as well as 100% of the console sale price will be donated directly to Starkey Hearing Foundation, to help continue to give the gift of sound to people around the world. Through the Generosity: Amplified partnership, Chivas Regal and LSTN Sound Co are helping Starkey Hearing Foundation achieve their goal of supplying 1m hearing aids to those in need this decade.

The limited-edition gift tin features a new square-to-round shape and images of a deconstructed set of headphones to highlight the theme of sound. The specially crafted headphones use elements of upcycled American oak whisky casks and are modelled on LSTN Sound Co’s best-selling troubadour shape.

The Generosity: Amplified limited-edition gift tin is available globally now. Pernod Ricard is marking the travel retail launch with activations in Budapest and Munich in November, followed by London, Amsterdam, Istanbul, Brussels and Beirut in December. The console and a limited run of headphones are available to buy now from www.lstnsound.co.

Martell unveils limited edition with house music duo

In partnership with French house music duo Cassius, Cognac house Martell has launched Martell La French Touch by Cassius – a limited-edition VSOP housed in a striking flacon that celebrates the French art de vivre.

The new limited edition, available in global travel retail, is the second collaboration with a musician following the launch of Martell La French Touch by Etienne de Crécy, another pioneering figure in the French Touch electro music movement.

Striking: La French Touch by Martell x Cassius

La French Touch by Martell x Cassius features eye-popping colours and creativity. Designed by Cassius, it is described as “an electrifying mix of pulsating graphics and colours which simultaneously excites and intrigues”.

To mark the launch, Pernod Ricard Travel Retail EMEA has partnered with headphone specialist Bowers & Wilkins and offered travellers at London Heathrow Airport Terminal 3 the opportunity to enjoy a Cognac-music pairing experience, tune into an exclusive playlist, trial specially created Martell VSOP cocktails and win instant prizes at a pop-up activation.

A promotion, which ran until November 2, asked visitors to the pop-up to upload a clip to social media of them dancing and listening to the exclusive playlist to win a Bowers & Wilkins headset worth £119.

Beefeater bottle gets a new London look

Beefeater, the world’s most awarded gin brand, has redesigned its iconic London Dry gin bottle in honour of its UK city home. The new bottle is available globally, including travel retail. Featuring a hand-drawn map of the British capital, the bottle’s packaging reinforces Beefeater‘s status as an authentic London product which continues to be distilled in the heart of the city today.

New bottle: Beefeater London Dry gin

Representing the story of London

The bottle’s new look represents the story of London with the capital’s distinctive landmarks visible on the outside. The new pack design achieves an effective depth of imagery through a bird’s eye view of London – illustrated in classic Beefeater red – that sits on the back of the bottle, acting as a backdrop to the Yeoman and logo in the foreground. 

A stylised map of London captures the rich tapestry of the capital from the viewpoint of Tower Bridge, with other iconic landmarks drawing attention across the background.

Beefeater founder James Burrough’s signature has been introduced on the front label to mark the continued commitment to excellence of today’s gin, which is made using his original 19th century recipe. This recipe continues to make Beefeater the “world’s most awarded gin”, as indicated on the front of the bottle.

The new Beefeater London Dry Gin bottle began rolling out globally from July 2016 and retails at $23 or local equivalent per one-litre bottle.

Ballantine’s Hard Fired aims to set the world alight

Pernod Ricard has launched Ballantine’s Hard Fired, a characterful and smooth whisky created by fire. Retailing at €24, the new blend uses a production process known as hard firing, which unlocks vanilla flavours and hints of smoke and spice, giving the whisky its distinctive taste.

Heinemann Duty Free is set to release Ballantine’s Hard Fired exclusively in European travel retail and will celebrate the launch with tasting bars, where travellers will be able to enjoy Ballantine’s Hard Fired cocktails, including the signature serve on ice and Hard Fired Apple, a long drink with apple juice and aromatic bitters. The airport promotion will tell the story of how Ballantine’s Hard Fired is created. 

Ballantine’s Master Blender Sandy Hyslop explained: "Ballantine’s Hard Fired showcases the natural and unique results that American oak and fire produce on Scotch whisky. When charred, casks form a natural layer of caramelised wood sugars that react with whisky and a double char understandably intensifies this effect. The result is a smooth, creamy and subtly smoky Scotch whisky with tasting notes of sweet honey, soft red apples and tangy liquorice. This balanced flavour profile results in a premium whisky that sits well within the Ballantine’s family style, while offering something new.”

Adriana Perez, Brand Manager at Pernod Ricard Travel Retail EMEA, added: “Ballantine’s Hard Fired is a natural progression for the brand as it continues to innovate within the Scotch whisky category. We are very pleased to be working with Heinemann Duty Free to launch in Europe travel retail. The tasting bars are an important tool to showcase the product, where travellers can enjoy signature cocktails and learn more about its rich craft story."

Ballantine's enters the booming flavour category

In other news from Europe’s number one Scotch whisky, travellers are enjoying the summer with Ballantine’s Brasil, a new lime-infused spirit drink.

Passengers at Paris Orly and Charles de Gaulle airports in July and August have been treated to complimentary cocktails and an innovative interactive display bringing the story of Ballantine’s Brasil to life.

Ballantine's Brasil at Paris Airport

Ballantine’s Brasil is a spirit drink made from Scotch whisky and cask steeped with Brazilian lime peel. Signature cocktails include the Highland Samba, a refreshing long drink combining Ballantine’s Brasil with lemonade.

Cristina Carmueja, Pernod Travel Retail EMEA Marketing Controller, commented, “This latest launch from Ballantine’s has enabled us to offer consumers a great tasting product in the booming flavour category which has proved successful. This success in travel retail has been driven by a dynamic approach to ensuring high visibility and getting product into the hands of consumers with tastings.”

Ballantine’s Brasil is available at €19.40 in duty free. During the promotion it was part of a mix-and-match offer with Ballantine’s Finest for consumers to buy one and get the second half price.