Page 43 - The Summit of the Americas 2021

INSIDER

Brown-Forman’s iconic brands cushion travel retail sales

decline during year of lockdown

Aude Bourdier started her new position as Vice President, Managing Director Global Travel Retail for Brown-Forman in August, right in
the middle of the coronavirus pandemic which has hit the duty free industry so hard. Bourdier tells TMI that even with these COVID-19
setbacks, Brown-Forman Global Travel Retail is in a strong position to rebound and grow once COVID-19 is in the rearview mirror and
people are traveling again.

Aude Bourdier says that opportunities emerge stronger as a team and more deter-
exist even during a crisis. mined for success than ever.”
“There were some positive develop- Bourdier, who replaced Marshall
ments during the lockdown. I learned early Farrer when he was named president of
in my career that talented people accept the Brown-Forman Europe, reflects on the
inevitability of adversities and do their best timing of her transition to leading Brown-
to take advantage of the opportunities they Forman’s global travel retail business.
present. I am proud to say that the Brown- “I indeed had the good fortune of not
Forman team did just that over the past 12 only assuming the managing director’s
months or so,” says Bourdier, who joined position in the midst of a global pandemic
Brown-Forman in 2018, and had been serv- but at the same time attempting to fill the
ing as marketing director Brown-Forman formidable shoes of my predecessor, Mar-
Travel Retail as well as overseeing domes- shal Farrer, who is both a member of the
tic marketing activities in the developed company’s board of directors and a highly-
markets of Asia-Pacific before assuming respected Brown family member. But all-
her new position. in-all I think the transition was smooth and
The slowdown in travel retail allowed Aude Bourdier, Vice President, orderly aided by Marshall’s guidance and
the company time to develop solutions and Managing Director Global Travel the fact that I was a known and accepted
prepare staff for better opportunities ahead, Retail for Brown-Forman entity having served as the travel retail
said Bourdier. team’s marketing director for the previous
“For one thing, we pulled together to that 2020 marked the 150th anniversary two years,” she tells TMI.
formulate plans and strategies in prepara- of our company’s founding and used the Brown-Forman reported that its travel
tion for the never-questioned return of occasion to reflect on Brown-Forman’s retail business was down 54% for the nine
international travel. Secondly, we used the proud history and the many obstacles and months ending January 31, 2021. However,
time to embark on serious and concentrated challenges that have been overcome. We business in the United States and Devel-
training programs that emphasized critical used the grit and resoluteness of our earlier oped International markets grew 7% during
skill development and personal advance- counterparts to buoy our spirits during the same time period.
ment. And finally, we paused to appreciate COVID and reinforce our determination to Bourdier says that because of the

revolution” the company has optimized im- “It’s been interesting to see that as a GTR exclusive.
agery and copy for all brands that retailers consumers have continued to gravitate to “An incredible collaboration and
can use for improved consumer navigation. not only these global icons, but also remain ongoing show of support to the channel’s
“It is important that we, as a channel, open to premiumization and our exclusive recovery was when we announced Bow-
continue to invest in digital services such liquids. Therefore, we’ve been focusing on more Islay Single Malt Scotch Whisky as
as click-and-collect and online loyalty our core range as well as drawing attention the new exclusive spirits partner of Aston
programs to future-proof our business and to the expansion of our innovation portfolio Martin Lagonda last November. The pres-
meet new shopper behavior. There are great and demonstrating this through NPD. tigious partnership will see the two British
examples of platform interaction that we’ve For example, the end of last year saw the luxury brands come together to create an
seen coming from some Asian markets in launch of two premium whisky expressions exclusive series of outstanding products
particular, for example, where social media - firstly Ao, the world’s first world-blended and experiences, starting with the unveiling
has integrated as part of e-commerce. We whisky and first innovative whisky to of Black Bowmore DB5 1964. With only
are learning all the time.” launch in GTR since the coronavirus pan- 25 bottles for sale, the exceptionally rare
demic began. Secondly, Jim Beam Lineage, Black Bowmore DB5 1964 is a celebration
Priority brand focus a batched premium expression created by of time; a definitive moment in history for
Beam Suntory Global Travel Retail Fred and Freddie Noe, available later this both Bowmore and Aston Martin.”
has a clear focus on its priority brands in year. Additionally, just this month, Bow-
the channel. more Timeless 31-year-old was announced

43 April 2021 The Virtual Summit of the Americas Issue