The Moodie Davitt Report is to provide exclusive daily coverage of one of travel retail’s boldest CSR initiatives – a 65-day road trip from Kerala to Cannes by Indian rum brand Wild Tiger, with the journey culminating at the TFWA World Exhibition.

Wild Tiger Founder and Chief Brand Officer Gautom Menon and Brand Creative Head Paul George V will be the co-pilots on this epic 65-day ‘Roar Trip’, beginning on 29 July (World Tiger Day) and finishing on 28 September. The journey, in a Tata Hexa, will serve as an awareness campaign for tiger conservation.

Menon and George plan to garner maximum support for the cause as they blaze across 25 countries and 25,000 kilometres, stopping off at tiger reserves, Indian embassies along the way and numerous duty free shops.

The Moodie Davitt Report will be the sole media sponsor, with a special Moodie Davitt ‘Roarport’ daily feed along the way, including words, pictures and video from the intrepid cross-continent navigators.

[Click on the icon to listen to Gautom Menon and Brand Creative Head Paul George talk about their Cannes-do, rum-tastic attitude and how The Moodie Davitt Report plans to catch a tiger by the (journalistic) tale.]

Gautom Menon said, “Anyone can do a road trip, but we are doing a roar trip, true to the brand Wild Tiger. We want to raise funds for tiger conservation through our own fund, Wild Tiger Foundation. We have our own ‘Trinity’ – tiger conservation is number one on our agenda; but we also want to talk about responsible drinking because we are a spirits company; and we want to raise awareness of the duty free industry.

“We will often drive 600-700k a day, averaging around 9-10 hours of daily driving. We’re tremendously excited and we couldn’t find a better partner than The Moodie Davitt Report to maximise media coverage.”

Wild Tiger is seeking additional sponsors, with all funds going straight to the Wild Tiger Foundation. To support this great initiative please email Gautom Menon at


Kerala-based Wild Tiger is India’s first rum to be produced from a blend of molasses and cane spirit. The rum’s velvet tiger print stripe packaging reflects the fact that no two tigers share the same stripe pattern – so the stripe design of the sleeve has been designed and cut to ensure that no two bottles are alike.

Wild Tiger made its Indian travel retail debut in February 2016 and is now available in 53 countries.


 Wild Tiger Foundation is a CSR initiative by Wild Tiger Rum, which contributes 10% of its profits to the cause. It is a registered non-profit organisation headquartered in Coimbatore, Tamil Nadu, India that focuses on the conservation of the tiger and its habitat by raising funds and creating awareness. It was founded in 2015 by drinks entrepreneur Gautom Menon and Coimbatore-based businessman Suprej Venkat.

The primary focus is the conservation of tigers and their habitats within the state of Kerala, Karnataka and Tamil Nadu, specifically Parambikulam Tiger Reserve in Kerala and Sathyamangalam Tiger Reserve in Tamil Nadu. Wild Tiger Foundation acts as an influencer and an enabler.

India had around 100,000 tigers in the mid-19th century. Today it has around 2,200, underlining the urgency of the conservation cause.