The company has been sourcing craft spirits from around the world to bring to the travel retail category.
This year Atom Brands is featuring “Destination Gins,” a bespoke range of ‘retailer exclusive’ gins from That Boutique-y Gin Company. The new Destination Gins take local and unique botanicals from a specific destination designed to remind the consumers of their travels.
The first bespoke travel retail collaborations include gins from Sydney, The Gold Coast, Dubai, Bangkok and Hong Kong; all of which will be officially launched in Cannes. Each label is individually numbered and has been designed by That Boutique-y Gin Company’s dedicated artist to reflect the iconic destination that has inspired the gin.
Two of the Destination Gins from the new series, Sydney Garden gin and Gold Coast gin, were awarded the top honor of ‘Master’ at the recent Global Travel Retail Spirits Masters (2019). These gins, the first in the series, will be sold as a retailer exclusive in their named city’s airport.
Sydney Garden Gin “captures the city in a bottle” with local Australian botanicals such as finger limes and nutty wattleseed.
Atom Brands Global PR Manager Emily Webster tells TMI that the plan is to extend the Destination Gin range to the Americas.
“But in order to do this the retailers have to be on board as the gins are made bespoke for specific retailers in each location. Claire Keene, our Head of Sales for Global Travel Retail, is having these conversations and we’re hoping that launching the Destination Gins we have worked on so far in Cannes will get retailers excited about the bespoke option,” says Webster.
Atom Brands is passionate about craft, says Keene, who says these hand-picked spirits bring something different to the travel retail category.
“Our unique portfolio unites a range of styles of award winning gins, whiskies, tequilas, mezcals and rums, encouraging retailers and, in turn, travelers to discover the very best craft spirits that we have found from around the globe. We’ve traveled the globe to bring these brands together, curating and creating a range of spirits that will help to rejuvenate the spirits category in travel retail, injecting a selection of inspiring unique, shelf worthy and delicious brands into duty free stores. We’re excited to showcase this portfolio together at Cannes!” says Keene.
The craft spirits category is growing globally, driven by consumers desire for more authentic brands and experiences. Between 2013 – 2017 launches of craft spirits increased by 265% and the craft category is forecast to grow from 2% to 20% of global spirits sales by 2025, worth a staggering US$3 billion.
Atom Brands’ portfolio of craft spirits can be found in Cannes onboard the yacht Meme in the Harbour Village.