Summit of the Americas: Review
Spotlight on the Exhibition Hub (continued)
Shisha specialist Mazaya underlined how its products can increase basket size without cannibalising other tobacco products. It also offered visitors a virtual 360-degree tour of its production facility.
McCormick Distilling Company
McCormick Distilling Company underlined its heritage as the oldest distillery in the west of Mississippi that still operated in its original location. The company’s portfolio includes Tarantula liqueur, Tequila Rose strawberry cream liqueur, 360 Vodka, Broker’s Gin, Five Farms Irish cream liqueur, Hussong’s Tequila and Platte Valley corn whisky.
Monarq Group introduced its latest launches and campaigns in an impressive line-up which runs from Asahi Beer to Wolfburn Scottish whisky. While highlighting the role of digitalisation and premiumisation in the ‘new norm’, Monarq also focused on its sustainability and CSR programme, which supports a WWF campaign to preserve a vital Monarch Butterfly reserve in Mexico.
Mondelez World Travel Retail
A long-time partner of the Summit of the Americas, Mondelez World Travel Retail (WTR) made a successful return to the regional event, where it debuted a fully immersive 360-degree digital experience. The digital showroom “delighted, excited and inspired” all Summit visitors and featured the confectionery company’s brands, campaigns and sustainability initiatives.
Oribe Hair Care
Oribe Hair Care displayed its Dry Texturising Spray, Serene Scalp Collection and two travel-friendly sets at the Summit of the Americas. Oribe Hair Care launched in the US domestic market in 2008. Since then, it has created its own niche within the luxury haircare space that has spurred growth in North America and worldwide.
Proximo Spirits welcomed Summit visitors with a video of its impressive drinks line-up, which included The Kraken spiced rum. Newcomers to the Proximo spirits portfolio include a travel retail exclusive Bushmills 10 year old Sherry Cask Finish Irish whiskey, 1800 Cristalino tequila and Jose Cuervo Playamar hard seltzers in four flavours.
SaniGo championed safety and sustainability at the Summit. The company took a stand against single-use face masks by showcasing its new biodegradable face masks. The personal protection specialist says its compostable single use masks offer the highest level of personal protection available on the market, without any danger of adding to the problems of plastic pollution. SaniGo’s full range was also featured on-stand along with its ability to customise products.
Airport ecommerce specialist Servy introduced its one platform/many touchpoints digital concept at the Summit of the Americas. Servy aims to reduce high-touch aspects of service at a time when contactless options are most needed. The company also highlighted the latest developments from its Grab Airport Marketplace, its existing partnerships and collaborations in major US airports.
SEVA Group showcased its Rubis wine brand among other major spirits brands like Jägermeister, Russian Standard, Writers’ Tears and The Irishman from Walsh Whiskey. The company also showcased its approach to maximising business opportunities in the Americas.
Spark Group of Companies
CEO Heidi Van Roon extended a personal welcome to visitors at the Spark Group of Companies stand, as she underlined the need for brands, retailers and agencies to align sales and promotional programmes.
Stoli Group highlighted its diversified portfolio at the Summit of the Americas. Brand highlights include its flagship Stoli and Elit vodka brands, along with Kentucky Owl super premium bourbon and Louisiana produced Bayou Rum. It also hosted a virtual Se Busca Mezcal Tasting at the Engagement Lounge, led by Stoli Global Brand Ambassador Simone Bodini.
The distributor, exporter and manufacturer of tobacco and cigarette brands is a first-time Summit of the Americas exhibitor, where it highlighted its portfolio of powerful Asian tobacco brands. The Zimpex portfolio includes Li Qun, Pride, Guiyan, Modern and R.G.D. Its heat-not-burn vape brands, MOK and Kung Fu, target the growing consumer trend for alternative tobacco products. Zimpex also offered visitors a series of videos which highlight not just its brands but their location, background and production.
*Other sponsoring and exhibiting partners for whose support we, IAADFS and ASUTIL are grateful include Altria, B+D, JTI and Somrus Coffee.
*Registered delegates can continue to visit the Summit of the Americas, download digital assets from exhibitors and view the Knowledge Hub and Engagement Lounge sessions in the post-event ‘encore’ period that continues until 9 May, through this link.
The Moodie Davitt eZine Issue 294 | 28 April 2021
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