Page 58 - IAADFS 2022 hi-res

INSIDER

Garry Maxwell, Tim Young set to expand award-winning Equiano Rums
in Global Travel Retail

The multi-award winning rums from symbolizes the company’s intention to
The Equiano Rum Co. – the world’s make this one-of-a-kind rum available to
first African and Caribbean rum-- have consumers all over the world.
received a plethora of international praise “Equiano Rum has an extraordinary
and recognition and secured national story to tell and is a truly unique rum. It is
distribution in over 24 markets in less than a perfect product for Global Travel Retail,
two years. To propel its expansion plans and I am excited to be partnering with
further, the brand has enlisted the support Garry in helping consumers across the
from two highly respected Global Travel world discover it,” explains Tim Young.
Retail (GTR) experts – Garry Maxwell and Maxwell reports that he has already had
Tim Young. great interest from Travel Retail customers
Garry Maxwell, owner of GMAX in Europe and is very much looking
Travel Retail, has over 40 years of forward to attending the IAADFS Show
experience in the GTR industry and in April to showcase Equiano Rum to
built a strong reputation and passion for customers in the Americas. Equiano is 100% true rum,
bringing new and innovative brands to the They will be exhibiting in Palm Beach completely uncompromised, natural with
marketplace. in booth number 220. no spices, no additives and no added sugar.
Tim Young, owner of Young Spirit Co-founded by highly respected It’s just rich and deep in flavors that come
Consulting, is a familiar figure on the Global Rum Ambassador Ian Burrell, the from the ex-Cognac and ex-Bourbon
global spirits stage, having over thirty Equiano rums are created in collaboration barrels in which it matures. Equiano honors
years experience in the wine and spirit with IWSC & ISC Rum Producer of the the legacy of their namesake, Nigerian-
field, including lengthy stints with Year Richard Seale. Each bottle of Equiano born writer, entrepreneur, abolitionist and
industry leaders Seagram’s and Brown- Original is a limited-batch blend from freedom fighter Olaudah Equiano. For
Forman. Bringing these two accomplished one of the best emerging distilleries in the more information, contact Garry Maxwell
specialists together to lead the expansion world, Gray’s in Mauritius, and the world- and Tim Young at g.maxwell@gmaxtr.com
of Equiano Rum into Global Travel Retail renowned Barbadian distillery Foursquare. and tim@youngspiritconsulting.com.

Balvenie launches new GTR exclusive Cask Finishes expressions

The Balvenie distillery has unveiled domestic offer. been agreed with Heinemann for airports
three new cask finished whiskies to feature The travel retail Cask Finishes range including Amsterdam Schiphol, Frankfurt,
in its Cask Finishes range, two of which now includes Madeira Cask 15 Year Old Berlin, Budapest, Copenhagen, Vienna and
launched exclusively to Global Travel and Pedro Ximénez Sherry Cask 18 Year Munich.
Retail on April 1. Old. “We’re delighted to be launching
The new GTR expressions feature Both expressions will be listed by The Balvenie Cask Finishes Range with
finishing casks from Madeira and Pedro all key retailers with brand activation two exclusive editions for Global Travel
Ximénez from Jerez, and for the first time support through major airports including Retail,” says Lindsay Hitzeroth, WG&S
in the distillery’s 129 years history, Pineau Hainan, Seoul Incheon and Jeju Taoyuan in Head of Customer Marketing, GTR. “The
from the French Charentes vineyards for Asia. In Europe, a number of HPP’s have channel has always been about discovery,
offering consumers the opportunity to
find something new and different, yet
with the confidence of brand knowledge
and integrity. As travel now begins to
show real recovery in the aftermath of
COVID, we will continue to inspire and
engage consumers with The Balvenie 15yo
Madeira Cask and 18 yo Pedro Ximénez
Cask, both delivering the quality of liquid
and iconic appeal that luxury shoppers will
be searching for.”
The domestic Cask Finishes range (not
available in GTR) lineup now includes:
Doublewood 12 Year Old, Caribbean Cask
14 Year Old, French Oak 16 Year Old –
NEW, and Portwood 21 Year Old.

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