This year, however, the spotlight falls on Tullamore Dew. There’s new 50cl packaging for both Tullamore Dew Cider Cask Finish, and the sherry-cask finished Tullamore Dew Phoenix.

“Constantly reviewing and refreshing the portfolio is absolutely necessary if we are to ensure the total offer is right for our travel retail partners and, in turn, their customers,” says Cottrell.

“The changes and additions this year sit alongside our most recent collections such as Grant’s Elementary, a global travel retail-exclusive range, and brands such as Glenfiddich, The Balvenie, House of Hazelwood, Monkey Shoulder and Hendrick’s gin, which create a compelling and undeniably ‘must-stock’ offer.”

Cottrell might be a newbie to travel retail, but he certainly understands the importance of Cannes to the duty free business.

“We are proud of the strong and collaborative relationships we have with our customers,” he says. “We place an enormous amount of importance on these relationships, and Cannes gives us a great opportunity to continue strengthening our bonds with our partners.”

GIVING PASSENGERS A VIRTUAL DISTILLERY

Move aside Google Glass, the new marketing gadget of the moment is the Oculus Rift virtual reality headset. Liquor brands have been eager to adopt the new technology this year to give passengers an immersive in-store experience.

In June William Grant & Sons offered passengers the opportunity to experience a virtual tour of the Glenfiddich distillery at Aelia’s stores in Paris Charles de Gaulle airport at a 29sq m pop-up shop. The Journey into the Mind of the Malt Master experience included amazing drone footage above the Dufftown distillery and CGI-created views from inside a mash turn. Steaming copper pot stills slid past the viewer, fermenters dropped down, and thousands of casks in the warehouse built up around them.

“At WGS we’re continually looking at new ways to introduce consumer engagement and theatre within the airport retail environment, in a way that reflects the DNA of the brand in question,” says WGS regional marketing manager Emma Humphreys. “This virtual distillery tour continues the rich vein of innovation that Glenfiddich is known for, using cutting-edge technology to take travellers into the heart of the brand’s family-based, craft-oriented heritage.”