Specialist travel retail wines & spirits agency Duty Free Global has struck an agreement with Sazerac Company to represent some of its key brands with selected travel retail accounts in Europe, the Middle East and Asia Pacific. The partnership is effective from 1 September.

The Sazerac portfolio includes Southern Comfort, Buffalo Trace bourbon, Fireball, Paddy Irish whiskey, Eagle Rare bourbon, Stagg Jr. and 1792 bourbon, among others. The portfolio will be on display at the forthcoming TFWA World Exhibition in Cannes (Blue Village, H 17).

Spirited partnership: The Duty Free Global team visits the Buffalo Trace Distillery in Louisville, Kentucky

Sazerac Global Sales Director Guy May said: “Barry Geoghegan and the Duty Free Global team have a solid reputation for brand building in the travel trade. We are pleased to have the opportunity to work with them to develop our brands in this important channel.”

Southern style: Duty Free Global Founder Barry Geoghegan at a recent Southern Comfort campaign with World Duty Free at London Gatwick Airport.

Duty Free Global Founder Barry Geoghegan commented: “We are extremely proud to be chosen by such a respected and quality-driven company to represent their amazing range of quality brands in travel retail. We are really looking forward to introducing our operator partners to this diverse and quality range of world-renowned spirits brands.

“In Cannes we are particularly excited to introduce our partners to the newest member of the Southern Comfort portfolio, Southern Comfort Black Label, marking the brand’s return to the US whiskey category. The increased global demand for bourbon, aligned with the huge popularity of Southern Comfort and the enormous growth of Fireball, make this a portfolio to suit all our global partners.”