Premium wine & spirits producer González Byass is expanding its tax free division to increase its global reach.
The company will introduce travel retail exclusive packaging on some of its key brands, and has appointed Violaine Creuzé as Global Tax Free Manager. She has spent the past seven years working in Torres’s travel retail arm.
The company said the expansion was part of a strategic move to grow and diversify its global business across all drinks sectors, and was also intrinsic to the development of brand awareness for the González Byass portfolio.
González Byass noted its links to high-end gastronomy and travel destinations in some of Spain’s most important wine regions, and its growing portfolio of premium and super-premium wine and spirits brands. It said its newly-strengthened travel retail division would aim to “build influence for leading brands in key travel hubs around the world”.
“This is an exciting development for the company,” said González Byass International Sales Director Diego Talavera. “We have always performed strongly in travel retail with our sherries and brandies, especial in the Spanish and other European markets, but we are now looking to expand our reach globally.
“We will be launching exclusive travel retail packaging for some of our key brands across the board. Our main emphasis initially being focused on Beronia, London No1 Gin and our famous sherry and brandy de Jerez brands, Tio Pepe, Soberano and Lepanto. We are looking to build the image of these products and stand out from the crowd.”
