TFWA Asia Pacific Exhibition & Conference 2025

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Neelu Chandni

Guest writer

The Tax Free World Association (TFWA) Asia Pacific Exhibition & Conference 2025 was held at Marina Bay Sands (MBS), Singapore, from May 11-15, 2025. The event welcomed 3,039 visitors and featured 216 exhibiting brands across a diverse range of categories, including perfumes, cosmetics, wines, spirits, beers, non-alcoholic beverages, fashion, confectioneries, souvenirs, jewelry, and fine foods. This year saw a record-breaking turnout from Asia Pacific exhibitors.
With the theme “Travel Retail Next Generation”, the conference explored how businesses can evolve to meet the expectations of today’s well-informed and discerning travelers. As an essential gathering for the travel retail industry across Asia and beyond, the event hosted 16 of the world’s top 20 global retailers including China Duty Free, Avolta, and Heinemann, Europe’s largest travel retailer as well as major Asian airports like Haneda International in Tokyo, Indira Gandhi International in Delhi, Changi in Singapore, and Hong Kong International Airport.
From embracing advanced technology to prioritizing sustainability, the program provided industry leaders with valuable insights and practical tools to stay competitive in a rapidly shifting marketplace. Featuring pioneers and thought leaders, the conference encouraged businesses to not just keep up with change but to shape it, steering travel retail towards a more innovative, inclusive, and purpose-driven future.
TFWA President Philippe Margueritte set the tone for the conference by analyzing key challenges and emerging opportunities in the region’s evolving market. Attending his first Asia Pacific Summit as TFWA President, Margueritte reflected on TFWA’s role and revealed exciting innovations coming to Cannes later this year, ensuring the event continues to be the most significant date on the travel retail calendar.
Technology with Purpose
As younger generations redefine consumer habits, the duty-free and travel retail industry must adapt more than ever. Today’s digital-savvy consumers, with a strong focus on sustainability, value convenience, personalization, and immersive shopping experiences.
The opening session featured renowned tech strategist Charles Reed Anderson, who shared insights into how travel retail businesses can use emerging technologies to better meet shifting consumer expectations. He underscored the importance of keeping the human element at the forefront when selecting technological solutions to ensure that innovation enhances intention rather than overpowering it.
Future-Ready Travel Retail
Asia Pacific remains one of the most dynamic regions for travel retail innovation, offering unmatched opportunities to reshape customer experiences. With the next wave of travelers seeking effortless, personalized, and meaningful interactions, the industry must adapt by integrating smart technology and reimagining retail spaces.
Retail visionary Ibrahim Ibrahim, Managing Director of Portland Design and author of ‘Future-Ready Retail’, addressed this challenge. Drawing from his expertise in innovation, consumer behavior, and sustainable design, Ibrahim outlined bold strategies to future-proof retail environments and drive lasting transformation.
A total of 216 companies exhibited their offerings across 205 stands, with 54 brands either debuting at the exhibition or returning after a hiatus – including Japanese whisky brand Nikka.
Spirits and Alcohol Brands Showcased at the Event
Henkell Freixenet, a global leader in sparkling wine, unveiled its diverse range of premium sparkling and still wines in Singapore. Among the highlights was the exclusive Mionetto Aperitivo Kit – available in both alcoholic and non-alcoholic versions – along with the introduction of Freixenet Cordon Negro 0.0% and Rosé 0.0%, catering to the increasing demand for sophisticated alcohol-free options. With a strong emphasis on innovation and premium offerings, the company continues to expand its presence across prosecco, crémant, and low/no-alcohol categories, celebrating special moments with refined craftsmanship.
Family Brands Alliance, renowned for its curated selection of premium spirits from independent, family-owned producers, brought a portfolio designed specifically for the global travel retail market. Each brand in the alliance shares a commitment to quality and authenticity.
The latest addition, Irish American Whiskey, crafted at Achill Island Distillery – Ireland’s only island-based distillery – stood out for its distinctive aging process, shaped by the region’s unique microclimate. Showcased expressions included a five-year-old Irish whiskey, alongside eight- and 21-year-old single malts. Other brands featured in the lineup included Danzka, G’Vine Floraison, Talbert Whisky, Bache-Gabrielsen, and Pallini.
Maison Audry took visitors on a sensory journey with its prestigious collection of cognacs, exclusively crafted from Grande and Petite Champagne eaux-de-vie aged for decades in French oak barrels. The highlight of its exhibit was Collection 78, a rare single-cask release distilled in 1978 from Grande Champagne eaux-de-vie, bottled at 49.4% ABV to preserve its pure character. With only 288 individually numbered decanters available, this collection reflects the brand’s pillars of excellence, rarity, and craftsmanship.
Casa Maestri Tequila Distillery, an independent Mexican distillery known for blending tradition with innovation, introduced two standout product lines tailored for global travel retail. Agave Boom RTD Margaritas, crafted from natural ingredients and available in eight vibrant flavors, captured attention alongside Real Deal, a non-alcoholic range designed for mindful consumers looking for the essence of agave without alcohol. These offerings reflect Casa Maestri’s commitment to a dynamic approach to modern tequila enjoyment.
Loch Lomond Group presented its full range of whiskies, with its namesake and Glen Scotia scotch whisky brands taking center stage. A major highlight was Loch Lomond’s Remarkable Stills collection, an exclusive travel retail offering that continues to grow in popularity with retailers worldwide.
Mast-Jägermeister introduced its latest innovation, Jägermeister Orange, a refreshing ice-cold shot tailored for young adults seeking bold taste experiences. The brand also presented the expansion of Teremana Tequila, founded by Dwayne “The Rock” Johnson, which reached 23 million consumers across 16 new markets within a year. With dynamic consumer activations planned across Asia, Mast-Jägermeister is focused on strengthening its global presence and accelerating its premium portfolio’s growth.
Bottega unveiled its Prosecco Premium Vintage Collection, a refined selection that pushes the boundaries of sparkling wine through innovation and precision. Sourced from select vineyards in the Unesco-listed hills, Glera grapes are hand-harvested at peak ripeness with an emphasis on sustainability. The winemaking process incorporates pre-fermentation cryomaceration, horizontal autoclaves developed through advanced oenological research, and extended fermentation lasting up to 12 months. The latest releases, Bottega Black Stardust and Bottega Gold Stardust highlight the collection’s distinct depth and character.
Noblewood Group spotlighted its signature Beluga Vodka portfolio, with a special emphasis on its ultra-premium Beluga Gold Line. Known for its meticulous 90-day production process and distinctive wax-sealed bottle complete with a ceremonial opening ritual, Beluga Gold Line reflects the brand’s commitment to craftsmanship. “A favorite among discerning consumers, it is poured in some of the world’s most prestigious venues, reinforcing its status as a symbol of luxury in the global spirits market,” the company stated, inviting attendees to experience a “taste of gold” at its stand.
Osborne expanded its presence in Asia Pacific’s travel retail sector with a premium selection of Spanish wines and spirits tailored to regional preferences. The spotlight was on Nordés Gin, a leading name in China’s premium gin market, alongside Gin Gold, a super-premium spirit infused with Spanish tangerines. The Montecillo wine range, featuring the GTR-exclusive Montecillo Albariño and Viña Monty Graciano – recently named ‘Best in Show’ by Decanter – underscored Osborne’s expertise in fine wines. Also featured was the acclaimed Carlos I brandy, recognized for its rich heritage and complexity.
Liviko continued its global travel retail expansion with Crafter’s Gin, a standout in its portfolio. Also featured were Estonia’s iconic Vana Tallinn Liqueur and a selection of Estonian vodkas, including Viru Valge, Bellingshausen, and Hõbe. The company introduced Caribba Reserva Rum, a new release generating strong interest among partners. As a product distribution sponsor in the TFWA Asia Lounge, guests had the opportunity to sample Crafter’s cocktails and Caribba Reserva throughout the event.
Suntory Global Spirits unveiled a lineup of new product innovations and engaging activations. Highlights included fresh expressions from Hibiki and Bowmore, the debut of Roku Kasane – a channel-exclusive iteration – and Toki Black, a limited-edition release offering a richer profile with subtle smokiness. These launches reflect the group’s ongoing commitment to premiumization and innovation, reinforcing the depth and diversity of its portfolio while supporting long-term category growth across global travel retail.
Tito’s introduced its 2025 red, white and blue bottle bag, an annual release timed for US Independence Day, alongside the latest edition of its festive holiday ‘ugly sweater’. In global travel retail, the brand continues to prioritize flexibility with a range of bottle sizes designed to meet diverse store and consumer needs.
Whyte & Mackay launched a lineup of new single malt releases, backed by shopper insights aimed at driving category growth across Asia’s key markets. Highlights included exclusive launches from The Dalmore, such as the Portfolio Series Year 2 and Luminary Series No.3, as well as a preview of a new Jura GTR-exclusive range and complexity.
Rémy Cointreau presented a curated selection of highlights in an exclusive setting, underscoring excellence, innovation, and sustainability. Louis XIII Cognac remains a timeless symbol of prestige. Rémy Martin’s latest limited-edition XO cognac, created in collaboration with celebrated artist Anish Kapoor, offers a bold fusion of heritage and contemporary art. Bruichladdich’s newly launched channel-exclusive range, including the Organic Barley 16-year-old single malt, took center stage, reflecting the distillery’s commitment to traceability and terroir.
Travel Retail: A Key Driver for the Drinks Sector
Travel retail remains a vital channel for the drinks industry, with networking and face-to-face meetings at the Tax Free World Association (TFWA) Exhibition and Conference instrumental in driving business growth. TFWA President Philippe Margueritte underlined the event’s expanding role, stating, “TFWA Asia Pacific Exhibition & Conference is now also a launchpad for regional players looking to expand into new markets within Asia Pacific, but also into Europe, the Middle East, and the Americas.”
Margueritte pointed out several compelling reasons why drinks brand owners should take note of the opportunities in the region, particularly the sheer scale of China’s middle class, which exceeds 700 million people – the largest in the world, accounting for more than half of the country’s population.
Beyond the numbers, a more rigorous pre-qualification process ensured that all attendees were high-caliber industry professionals. The TFWA Asia Pacific Lounge welcomed over 1,500 guests, hosting key events such as an airport gathering and a Women in Travel Retail reception, keeping the venue bustling throughout the week. The Welcome Cocktail at the Gardens by the Bay on May 11 drew 1,200 attendees, while upgraded design elements across the event created a truly premium experience. across global travel retail.
Expanding Global Reach
Reflecting on the success of the event, Margueritte noted, “TFWA Asia Pacific Exhibition & Conference has always been an effective channel for brands from the US, Europe, and the Middle East looking to build their presence in a burgeoning market.
The presence of a growing number of local brands shows that it is also viewed by regional names as a springboard to the global market, as well as an opportunity for these companies to raise their profile in their own home territories.”
The debut of new brands and the strong attendance at both formal sessions and networking events reaffirmed the region’s significance in the industry. As an association whose guided by the principle ‘by the trade for the trade’, TFWA remains committed to delivering value to its members by continuously gathering industry insights and investing in innovation to meet evolving needs.
Record-Breaking Engagement
Scheduling business meetings was a top priority for attendees, with a record 1,100 meetings arranged via the ONE2ONE meeting, a 20 percent increase from the previous year. Enhanced personalized follow-up processes also led to a significant reduction in no-shows.
Workshop attendance surged by 49 percent, with standing-room-only crowds at the Market Watch: China session, which drew 319 delegates, and the India-focused session, attended by 237 participants – a notable increase from 222 and 151 attendees in 2024.
Over three-quarters (78 percent) of all visitors hailed from the Asian region, with 39 percent representing travel retail operators, airports, and landlords, while 40 percent were agents or distributors.
The TWFA Asia Pacific Exhibition & Conference continues to uphold its reputation as the premier travel retail trade event in the region, reinforcing its role as a driving force for business expansion and industry innovation.