Page 85 - IAADFS Summit of the Americas 2024 Special Edition

INSIDER

GMAX Travel Retail targets unique brands with a point of difference

It all started with a unique rum with “We represent
a point of difference for Garry Maxwell the brands as
and Tim Young’s eventual partnership at an agent. We do
GMAX Travel Retail. all of the sales,
Maxwell had founded GMAX commercial, and the
Travel Retail in 2020 in the midst of marketing work. We
the pandemic, after 18 years at Premier work in all channels
Portfolio. Young created his Young Spirit and all regions, but
Consultancy in 2021 to assist premium only in travel retail.”
beverage companies after 20 years with Young tells TMI
Brown-Forman, most recently as Vice that GMAX’s vision
President, General Manager Africa. They is to bring brands to
were separately looking for brands to work travel retail that have
with for their respective companies. something that is
“We were both in discussion with unique about them,
Equiano rum. That was our founding brand. something a little bit
They were the brand that asked if we would different.
both be interested in working for them,” “We want
Young tells TMI. “This is a big industry brands that have really good stories to tell And the GMAX portfolio continues to
that is all over the world in lots of different with really strong points of difference. grow and add brands.
channels. You can do it yourself, but it is Equiano Rum really ticked that box for us “I think we have doubled in size. Our
great when you’ve got a good partner to as the world’s first blend of African and booth in Cannes doubled in size, which is a
deal with.” Caribbean rum. So that is where it started good reflection of our increase. We’ve got
So Maxwell and Young started and we have gradually found other brands a really interesting mix of brands that have
collaborating, and the two seasoned spirits that also tick that box and have strong really good points of difference that are doing
professionals found that they were a great points of difference. And our portfolio has well in domestic markets and that we believe
fit with each other, says Young. grown,” says Young. travelers are really going to be interested in
“Garry would say we complement “We are lucky that we have Au vodka seeing them in travel retail,” says Young.
one another really well. He has been in the in our portfolio, which is the number one The GMAX spirits portfolio now
industry for much longer than I have. He’s selling premium vodka in the UK.” includes Au Vodka, Equiano Rum,
got a great background with all customers, GMAX Travel Retail represents Waterford Whisky, Tarquin’s Gin, Tidal
but he is very strong in the airline channel. brands in multiple categories in travel retail Rum, Moutai Bulao Baijiu, RY3 Whiskey,
I’ve obviously got the background working with unique brands in spirits, perfume Ron Izalco, La Fee Absinthe and Puertos
for Brown-Forman and Seagram’s before and cosmetics, electronics, watches and de Indias Gin.
that. I think we bring good complementary jewelry, gifts and accessories, and logo and GMAX is exhibiting at the Summit of
skill sets,” says Young. destination products. the Americas at Stand #606.

This change in packaging is projected packaging is an important piece of Brown- and the assessment is grounded in
to reduce the annual use of first-use plastic Forman’s sustainable packaging strategy. Ethisphere’s proprietary Ethics Quotient,
material by up to 220 tons across all U.S. We anticipate extending the use of 100% which requires companies to provide
domestic transportation sales of Jack PCR plastic to other products and package over 240 different proof points on their
Daniel’s Tennessee Whiskey 50mls. formats in the future.” culture of ethics; environmental, social,
Additionally, the new airline-specific and governance practices; ethics and
packaging will result in an estimated B-F named a most ethical company compliance program; diversity, equity, &
greenhouse gas (GHG) emissions reduction In addition to its sustainability efforts, inclusion; and initiatives that support a
of 33% for the primary package when Brown-Forman has been recognized in strong value chain. That data undergoes
compared to the existing package. 2024 as one of the World’s Most Ethical further qualitative analysis by Ethisphere’s
Andy Battjes, Brown-Forman Director Companies for the past three years. panel of experts who spend thousands of
of Global Environmental Sustainability, The accolade comes from Ethisphere, hours vetting and evaluating each year’s
Global Supply Chain and Technology, a global leader in defining and advancing group of applicants.
said: “Increasing the PCR content of our the standards of ethical business practices,

85 April 2024 Summit of the Americas