Our daily feature celebrates memorable scenes, moments, launches and campaigns from the global aviation and travel retail sphere. 

If you haven’t heard of Wild Tiger Rum yet, we do not recommend you take a job as a zookeeper as you may miss the mighty roar of a certain giant striped cat as you turn your back in its feeding cage…

It’s almost been impossible, you see, to miss the roar emanating all the way from Kerala over the past three years as the distinctively packaged rum brand has more than earned its stripes in global duty free.

Wild Tiger is India’s first rum to be produced from a blend of molasses and cane spirit. Its ringmaster, as it were, is the irrepressible Gautom Menon, Chief Brand Officer, Entrepreneur, tiger lover and all-round human tour de force. Like Sandro Bottega who has achieved such amazing heights in travel retail with hitherto unsung prosecco and grappa brands, underpinned by innovative, often spectacular packaging, Gautom is a walking, talking ambassador for his brand, his region, his country – and his cause.

Actually, from this coming July we need to add ‘driving’ to that list. For rather than taking a plane to TFWA World Exhibition in October (knowing Gautom it would be a Tiger Moth), he and his creative designer Paul George (known as ‘Tiger 2’) are embarking on a 65-day road trip from Kerala to Cannes in an awareness drive for tiger conservation. They plan to garner maximum support for the cause as they blaze across 25 countries and 25,000 kilometres, stopping off at many a duty free shop along the way, as well as tiger reserves.

Gautom is a very unreserved tiger, not a man to cover up his stripes. He is, like us, not averse to a tiger pun or two and says that it’s going to be a ‘roar trip’ of a lifetime. Like his beloved rum, it’s going to be wild, he says.

Certainly, it sounds fur real, an absolutely roarsome initiative to which we pledge the full support of our temporary line extension, The Moodie Davitt Roar-port, which will tell the story in words (including many an independent claws), images, and videos. Look out for more news of Gautom’s Cannes-do, rum-tastic attitude, coming soon, as we try to catch a tiger by the (journalistic) tale.

Footnote (1): Gautom Menon is featured in our popular Ten Easy Pieces series here.

Footnote (2): Do you have photos or video you would like to share via one of The Moodie Davitt Report’s most popular features. Simply send them to Martin@MoodieDavittReport.com