GLOBAL SPIRITS, LOCAL SHIFTS: TFWA CANNES
CHARTS ALCO-BEV FUTURE
Malay Kumar Rout
- routmalay
The founder of WSCI
(Wine & Spirits Club of India)
(Wine & Spirits Club of India)
The Palais des Festivals, famed for the
Cannes Film Festival, once again hosted the
world’s most influential duty-free and travel
retail gathering. With over 5,300 exhibitors
from 150 countries together representing
425 million airport passengers annually the
2025 TFWA World Exhibition & Conference
delivered impressive scale while unveiling
nuanced challenges facing the alcoholic
beverage segment.
Passenger traffic has rebounded slightly after
a marginal dip along the East–West corridor,
the traditional artery for luxury spirits.
Yet, geopolitical shifts continue to rewrite
travel routes and reshape consumer
behaviors. These shifts are compelling
brands to rethink product portfolios and
distribution models. TFWA’s opening
sessions set the tone for urgent dialogue:
innovation and adaptability must now sit at
the heart of every brand’s identity.
The Pulse of Networking
The social heartbeat of TFWA pulsed at the
Lounge on Carlton Beach. Its
record-breaking cocktail reception welcomed
over 2,800 professionals, creating a relaxed
yet powerful space for networking and
informal deal-making. Over three vibrant
days, well-curated evening sessions fostered
deeper connections under Riviera sunsets.
The energy peaked at the Phenomena Club
closing party, where DJ Martin Solveig
turned the night into a celebration of
collaboration and creativity. These social
exchanges not only strengthened business
ties but also sparked conversations around
innovation that resonated across the
exhibition halls.
Innovation at the Core
At the heart of the conference stood
Innovation Square, a hub where technology
met artisanal craft. Proximo’s 1800 Triple
Cask Añejo Tequila exemplified this fusion its
triple-barrel ageing process and immersive
digital storytelling illustrated how heritage
brands can modernize without losing soul.
Halewood pushed boundaries through its
daring partnership with KFC, launching Dead
Man’s Fingers 11 Herbs and Spices Rum. Its
rapid sell-out revealed younger travelers’
appetite for bold, experience-led products
that blur traditional lines.
In the luxury gifting segment, Anthon Berg
elevated indulgence by infusing premium
chocolates with Kahlua and Luxardo, while
Underberg’s Espresso Herbtini reflected the
growing millennial fascination with
caffeinated cocktails.
Meanwhile, Tito’s
Handmade Vodka leveraged AI with a global
digital mixology training initiative,
empowering bartenders and ensuring the
brand’s presence extends well beyond
borders.
Across the show floor, sustainability and
creative packaging continued to define
brand stories proving that environmental
responsibility is no longer optional but
expected.
Celebrating Excellence
The Frontier Awards 2025 spotlighted the
year’s best. Bacardi’s Patrón El Alto was
crowned Spirits Product of the Year for its
craftsmanship and relevance, while Pernod
Ricard Global Travel Retail earned Supplier
of the Year for excelling in complex markets.
Campari Group’s Aperol campaign across
South America won Brand Activation of the Year, reinforcing how regionalized
storytelling drives global engagement.
Beyond recognition, these awards signaled
shifting priorities where innovation,
sustainability, and measurable commercial
impact now define success in travel retail.
Leadership and Inclusion
A standout moment came with Women in
Travel Retail (WiTR), championed by
Brown-Forman, spotlighting inclusion as a
driver of long-term growth. Dr Rachel
Barrie’s Glendronach masterclass celebrated
women’s growing influence in the spirits
narrative. WiTR also advanced mentorship
and opportunities for underrepresented
voices reaffirming that diverse leadership
strengthens industry resilience.
Meanwhile, Qatar Duty Free’s 25th
anniversary marked another major milestone.
Celebrated in TFWA’s official publication, it
highlighted the retailer’s global reputation
for premium offerings and customer
innovation. The occasion underscored how
Middle Eastern hubs are reshaping
passenger flows and redefining the
geography of global travel retail.
Emerging Market Realities
Amid celebration, discussions also
confronted the realities of a fragmented
geopolitical landscape. Delegates agreed
that sustained growth demands
diversification into emerging regions
particularly India, Africa, and the Middle East
to counterbalance stagnation in traditional
markets.
India’s alco-bev sector drew significant
attention. Demand for premium whiskies
such as Bunnahabhain is rising both among
the diaspora and within metropolitan
consumers. Yet Indian companies face a dual
challenge educating domestic consumers
about craftsmanship while competing
internationally. Success will hinge on strong
storytelling, contemporary design, and
innovative marketing that bridges global
prestige with local identity.
A note of consumer nationalism also
surfaced. Over half the attendees admitted
that political tensions increasingly influence
purchasing decisions, forcing brands to
balance regional resonance with the comfort
of global familiarity.
Steering Through Complexity
The conference’s closing panels took a
pragmatic tone, emphasizing collaboration
over competition.
Experts stressed that no
single company can navigate volatility alone.
Supply chain transparency and agility were
highlighted as crucial in a climate of shifting
tariffs and logistical unpredictability.
Speakers advocated harnessing data
analytics, personalization, and multi-channel
outreach to maintain consumer engagement.
The message was clear: agility, not scale,
defines the new competitive edge.
At the Technology Pavilion, digital tools
demonstrated how brands can better
understand travelers, curate targeted offers,
and blend online and offline retail for
smoother, more personalized journeys.
TFWA’s broader vision of travel retail
emerged as a seamless fusion of
convenience, connection, and storytelling
designed for the modern traveler.
