Brown-Forman Global Travel Retail (GTR) will unveil its new “Be A Traveller, Not A Tourist” digital engagement tool at TFWA Cannes 2026, as it steps up investment in high-impact activations across major travel hubs worldwide.
This year’s presentation in Cannes puts Jack Daniel’s and the Premium+ whiskey opportunity at the forefront, alongside Woodford Reserve, The Glendronach, and Brown-Forman’s Super Premium+ Spirits portfolio at Beach Village 01, Stand 11.
Oscar Camargo, Director GTR, Brown-Forman, said: “We are significantly stepping up our investment in premium travel retail experiences, with a growing number of impactful activations planned across major hubs around the world. By scaling proven ideas across key travel destinations while tailoring them to the traveler, we are creating a consistent level of distinctive, immersive brand experiences wherever the journey begins.”
Jack Daniel’s – Bringing the traveler journey to life
As the #1 Premium Whiskey Trademark in GTR, and the global #1 Premium+ Whiskey across GTR and domestic markets (IWSR 2025 by both volume and value), Jack Daniel’s Family of Brands will take center stage at Cannes.
The brand will showcase its global campaign “That’s What Makes Jack, Jack” alongside updated retail visibility and activation concepts designed to excite, entertain, and engage travelers. The campaign is supported by the brand’s most strategically targeted media program to date across major GTR hubs, including Seoul, London, and Dubai, with Amsterdam currently live, combining high-impact airport OOH with data-driven digital targeting of confirmed travelers before and during their journey.
The new “Be A Traveller, Not A Tourist” digital engagement tool gives travelers recommendations for cities around the world, creating a new way to connect the Jack Daniel’s brand with the travel experience.
The newest permanent addition to the Single Barrel family, Jack Daniel’s Single Barrel Heritage Barrel, is an ultra-premium expression exclusive to GTR and US Domestic. Aged for a minimum of seven years in uniquely toasted barrels, it celebrates Jack Daniel’s whiskey-making traditions with rich notes of vanilla, oak spice, and sweet caramel.
Woodford Reserve – A world of firsts in American whiskey
As the global #1 Super Premium American whiskey (IWSR 2025 by both volume and value), Woodford Reserve brings its story of innovation to life at Cannes through a new campaign highlighting historic “firsts in American whiskey.” The showcase invites travelers to explore the brand’s Ultra Premium+ portfolio through immersive brand experiences and high-touch activations.
In Cannes, visitors will experience Woodford Reserve Double Double Oaked alongside the travel retail exclusive Woodford Reserve Double XO Blend, showcasing the brand’s pioneering double-barrel technique next to Woodford Reserve Distiller’s Select. The display also features the newly launched 2026 Master’s Collection, “Super Seasoned Oak.” Guests can enjoy the brand’s signature Old Fashioned serve, elevated by new interactive sensory elements.
The Glendronach -200 years of heritage
The Glendronach takes a leading position as it continues its 200th anniversary celebrations, honoring two centuries of sherry cask mastery. Brown-Forman will highlight its expanding portfolio with the new Travellers’ Exclusive range, The Glendronach House Editions, inspired by Seville, Venice, and Paris. The House Editions underpin a major GTR activation program, with activations planned in Europe in September and October, followed by further activations in Asia and India. A dedicated Key Opinion Leader campaign, including strategic whisky blogger seeding, will amplify the launch worldwide to build global awareness and engagement.
Benriach and Glenglassaugh complete Brown-Forman’s Single Malt portfolio, offering a strong future growth opportunity across GTR.
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Super Premium Gin Mare and Diplomático
As the first Mediterranean gin, Gin Mare invites consumers to generously share the Mediterranean spirit in their Aperitivo moments, bringing its distinctive lifestyle and signature botanicals to Cannes. Diplomático invites guests to experience its award-winning rums through a curated selection of signature cocktails celebrating the brand’s warm, vibrant spirit.
Brown-Forman will once again host the WiTR+ networking event at its stand on Tuesday, September 29, 2026, from 5 pm to 7 pm. *Source: IWSR 2025 (by both volume and value)
