GB says it is part of its strategic move to grow and diversify its global business across all drinks sectors.
The company says it has links to high-end gastronomy and travel destinations, in some of Spain’s best wine regions. Its mission is to build premium and super-premium wine and spirits brands.
The newly strengthened travel retail division will look to build influence for its brands in key travel hubs around the world.
González Byass’s international sales director, Diego Talavera, said: “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 focussed 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.”
As part of the expansion, the company has recruited travel retail expert Violaine Creuzé to head up the international team, as global tax free manager. GB says she has wide experience in the field, having worked most recently for Torres in travel retail for the last seven years and prior to that at Jean Leon in export.
