“Global innovator of quality spirits” Proximo likes to impress. Its brand portfolio includes category leaders Bushmills Irish whiskey, Jose Cuervo tequila and Kraken rum. They are brands, Proximo says, that “create excitement with every sip”.
And excitement is just what Proximo Spirits aims to generate as a Gold Partner at the inaugural Moodie Davitt Virtual Travel Retail Expo (#Virtual Stand WS-G3).
Proximo said it is “always on the lookout for what’s next” in the drinks world. It aims to “build and invent new products to meet the world’s changing tastes and trends in memorable new ways”.
“The future of spirits is coming,” it claims, and Proximo intends to ensure that travel retail is ready for it.
The company, which has offices in the US, Canada, UK, Ireland and Australia, will present its portfolio of spirits at the Expo, highlighting Bushmills Irish whiskey, Jose Cuervo, 1800 and Maestro Dobel Tequila, and Kraken rum.
Proximo will also present plans for 2021 for its key accounts and outline several launches and campaigns.
Travel retail-exclusive Bushmills Irish Whiskey 10 Year Old will launch at the Expo. The expression celebrates over four decades of collaboration with leading Spanish sherry cask makers, the Paez family.
The spirit is matured for a minimum of ten years and finished in oloroso sherry casks that have been selected by Bushmills Master Blender Helen Mulholland.
Proximo will also look to introduce new extensions to Bushmills blends.
In the tequila category, the Proximo focus will be on innovation with 1800 Cristalino and Dobel Diamante.
1800 Cristalino Tequila is an aged tequila that has been filtered by Casa Cuervo to create a crystal-clear spirit. According to the brand, 1800 marks the year that the world’s first premium tequila was born.
In the rum stakes, Proximo will present The Kraken – The Unknown Deep Edition. A limited edition, its design includes gold and ancient currency depicting the beast. According to the brand, this “treasured” edition finally answers the question of the Kraken’s existence.
Proximo Spirits Head of Global Travel Retail Roy Summers said aged malt whiskies are a key focus for 2021 as the company aims to “reinject age statements into the travel retail channel”.
The Asia Pacific region is a major focus for its whiskey brands and Proximo regards Europe, the Middle East and Africa as regions for growth across its entire portfolio.
“In the US, the focus is on key strategic locations along with cruise business where we have a very strong footprint,” Summers said.
“We, as brand owners, have the responsibility to be proactive by proposing new ways of promoting, being more visually impactful, increasing focus on differentiation vs the high street, and by being stronger and more engaging with digital solutions”
Proximo has followed COVID-19’s impact on the travel retail industry in all regions. “We foresee a slow recovery in line with industry forecasts. Passengers need to feel safe and confidence needs to be regained,” Summers said.
“A travel retailing reset is underway with the big focus on core differentiated range. Retailers and brands alike must take this opportunity to review their ranging, consumer communication and brand activation.”
Summers noted that retailers have started to put the right safety measures in place to protect passengers as well as click&collect systems to ease purchase.
“We, as brand owners, have the responsibility to be proactive by proposing new ways of promoting, being more visually impactful, increasing focus on differentiation vs the High Street, and by being stronger and more engaging with digital solutions.”
Proximo’s suggestions to other brands and retailers include: evolve the channel with digital engagement; grow with Click & Collect; differentiation in travel retail versus domestic offerings and added value to capture, engage and excite travelling consumers.
“The current context is an opportunity to set new and healthy foundations for our partnerships”
“The challenge for brand owners is,” Summers said, “How do you bring your brand to life encompassing the four points above?”
How would Proximo like to see industry partnerships evolve as travel and travel retail enters a new era?
“The current context is an opportunity to set new and healthy foundations for our partnerships,” said Summers. “This is crucial in order to re-start business with a long-term mind-set. Industry partners need to be working collaboratively; they need to share insights and results and have common goals to work towards.”
Ensuring that its products stand out is a priority for Proximo in 2021. The company believes a strong range of gifting solutions from its core brands, as well as limited editions, will enhance brand visibility and catch passengers’ curiosity.
“It will be essential to have a differentiated range along with value added solutions, bringing our brands to life in a safe, ‘COVID-19-friendly’ way”, Summers added.
As reported, Proximo made some key personnel changes in its travel retail business earlier this year, with Michael Cockram adding travel retail to his current responsibilities as Marketing Director APAC and EMEA..
Cockram is spearheading plans to build Proximo’s premium brand portfolio. “Next year sees the start of a programme of channel exclusives across our brands which will continue beyond the next 12 months,” Summers concluded.
