For the final IAADFS Duty Free Show of the Americas in its current form, taking place next week, brands are bringing their exciting new spirits expressions to the fore in Florida.

*This feature was initially published in the March 2017 issue of The Spirits Business magazine

Times are changing in Americas travel retail – and no less so for The International Association of Airport Duty Free Stores (IAADFS). The travel retail association has held its flagship IAADFS Duty Free Show of the Americas in Florida each spring for decades. But the 2017 edition will be the final show in its current format as the organisation merges with the Association Sudamericana de Tiendas Libres (ASUTIL) to host a joint Summit of the Americas.

“Everyone recognises that collaboration allows us to better adapt to changes within the industry,” Erasmo Orillac, IAADFS chairman and Motta Internacional CEO, said in a statement when the partnership was announced. “In addition to the benefits that will be seen for our trade show, we want to bring together and enhance the educational conference aspects of what we each do.

“From the top of Canada to the tip of South America, the Americas offer a powerful growth opportunity for the duty free and travel retail industry. We want to help maximise that future for everyone.”

But for spirits professionals, the 2017 IAADFS Duty Free Show of the Americas will still hold a good deal of interest. Taking place at the Orlando World Center Marriott, Florida, from 26-29 March, the exhibition floor remains the place to be. But beyond the exhibition there are networking events aplenty: sports day activities and the opening reception on the Sunday will kick off proceedings, with early birds catered for in the morning Education Program and night owls able to get their dancing shoes on at Club Americas until 2am.

But against a backdrop of regional losses (total travel retail spend across the Americas slid -3.8% to US$11.3 billion in 2015, the most recent figures available) business will be front and centre.

Read on to discover our top pick of spirits exhibitors in advance of the show.

Angus Dundee Distillers

Stand: 806
Scotch whisky producer Angus Dundee Distillers is travelling to Orlando to showcase its single malt portfolio. Brand new and on-stand will be Tomintoul Speyside Glenlivet 21 Year Old, released to complete the gap in the ladder of age-statement expressions between the 16 and 25YO marks. “At a time when aged stock is at a premium, it is very pleasing to be able to reintroduce a 21-year-old expression,” says Duncan Baldwin, Angus Dundee Distillers’ brand development director.

It’s come in the nick of time, too: the brand is gaining traction and distribution in Central American airport stores, according to Baldwin. “In 2017, I expect to see a closer association between the age quality of whisky and packaging in the region, rather than marketing hype attributed to no-age statement products.”

Behn Group

Stand: 223
The IAADFS show is an “important industry fair”, says Torben Vedel Andersen, Behn Group’s global sales director. This year expect to see an “upgraded” stand, complete with fresh communication for the firm’s Danzka vodka brand. “A key product focus will be Danzka The Spirit – Design by Jacob Jensen, a superior premium vodka available exclusively in the travel retail world,” he continues.

The release, first unveiled at the TFWA, is described as a combination of “the highest distilling arts with Scandinavian design traditions”. While he admits the Americas is “very difficult to predict”, in terms of trends, “millennials are looking for high-end products at a fair price – this is what we deliver.”

Brown-Forman

Stand: 1413
Jack Daniel’s brand owner Brown-Forman arrives at IAADFS after a “challenging” year in the region in 2016. Despite concerns, demand for American whiskey “remains strong”, says Monte Wilson, director of Americas and global key accounts.

“During 2016 we celebrated both the 150th anniversary of the Jack Daniel Distillery and the 20th anniversary of the Woodford Reserve Distillery,” he continues. “In the Americas we capitalised on these milestones with our key retail partners from Argentina to Canada in airports and border stores and on airlines and cruise ships with special Jack Daniel’s and Woodford Reserve promotional activities.”

At the show, expect to see a celebration of American whiskey: after all, the company holds a 75% value share of the category in duty free.

Diageo

Stand: Alcove B
“IAADFS is a great opportunity to connect with our customers and mentor them on our new brands and products,” says Marcos Bibas, Diageo Global Travel’s Americas regional director. “It also provides us with a platform to showcase the innovation pipeline that we will be delivering through striking activations and retail sales.”

This year that focus will be firmly on whisky, with a range of products on stand, including Johnnie Walker 18 Year Old, Johnnie Walker Blender’s Batch Red Rye Finish and Crown Royal Vanilla. “We will showcase innovation via a mentoring session with our senior master of whisky for global duty free America, Marcy Ruderhausen,” Bibas continues. “Our customers will be taken on a sampling journey where they will enjoy and learn about our new brands and product offerings.”

Jose Cuervo/Proximo Spirits

Stand: 1111 (Chase International)
Proximo has been exhibiting at IAADFS for almost 15 years, explains David Phelan, the firm’s director of global travel retail. “The Americas is a very important travel retail region for the company, and IAADFS provides the perfect platform to showcase new and existing products to its key North American and Caribbean partners.”

The firm will host a chill-out area within the Chase International booth, where delegates can discover Jose Cuervo Tequila, 1800 Tequila, The Kraken Black Spiced Rum, and the Bushmills Irish Whiskey portfolio, including the duty free exclusive Steamship Collection. “Visitors to the stand will also have the opportunity to sample exciting new additions from the wider Proximo portfolio,” he says.

Marie Brizard Wine & Spirits

Stand: 727
French drink group Marie Brizard will use the IAADFS Duty Free Show of the Americas to underline its commitment to the business in the region. Front and centre on stand will be the revamped Marie Brizard liqueurs line, which has a rich tradition dating back to 1763.

“Today, this iconic mix is back with a new look that is synonymous with freedom of mind, non-conformism and refinement,” says Kevin Baker, global travel retail director. “This new look asserts Marie Brizard’s strong personality through a new visual identity that cleverly brings some set traditions into play while breaking others.” Also on display will be the Gautier Cognac line, which has also undergone a makeover, Sobieski vodka, and Shotka, a vodka flavoured with a cannabis taste.

Stoli Group

Stand: 531
Whiele Stolichnaya vodka has traditionally been front and centre from the SPI Group subsidiary, Stoli Group will use this year’s IAADFS to focus on its recently expanded product portfolio.

“We will be showing Bayou Rum, which has carved its niche in the cruise channel, and will soon be launching in airports a handcrafted, pot distilled American rum produced from fresh, locally sourced sugarcane,” says Dayna Dennington, regional director North and Central America, Caribbean duty free.

KAH Tequila, acquired as part of the deal to take control of Fabrica de Tequilas Finos, and Kentucky Owl Bourbon, the most recent addition to the group, will also be on display.

William Grant & Sons

Stand: 100/110
Scotland-based drinks group William Grant & Sons will showcase its increasingly broad product portfolio at IAADFS. The refreshed pack for Glenfiddich Cask Collection will be on display, as well the revamped Drambuie bottle, first unveiled at the TFWA World Exhibition in Cannes.

In addition, ahead of World Cucumber Day on 14 June, William Grant & Sons will bring a ‘Master Serve ‘O’ Matic’ bicycle to the show, which creates the “perfect slice” of cucumber to accompany a Hendrick’s & Tonic.

“This is a perfect example of William Grant & Sons’ belief in high impact, experiential activations that bring alive its brand essence in positive and engaging ways,” says Ed Cottrell, global travel retail managing director.