“Show, don’t tell,” – a golden rule of creative writing. In this spirit we’d prefer to show you what we’re capable of rather than making all sorts of bold claims.

Pride in Our Work


The Challenge

Raise awareness of Distell’s portfolio in travel retail through powerful B2B and B2C storytelling

The Story

Distell Global Travel Retail (GTR) engaged with FILTR to deliver a step-change in its profile-building activities and instore presence. FILTR saw an opportunity to create excitement across Distell’s portfolio of wines, spirits and liquers by bringing to life the stories behind its brands, both instore for consumers and for key buyers, retail partners and media at TFWA Exhibition & Conference. This involved creating striking new travel retail concepts for brands such as Amarula and then translating these into a stunning exhibition stand.

Working collaboratively across three departments – Retail Design, Graphic Design and PR & Communications – FILTR delivered a major program of investment aimed at fast-forwarding Distell’s growth in the travel retail channel, encompassing:

As Distell GTR’s global design centre, conceptualizing and implementing permanent instore visibility and temporary brand activations across the entire portfolio

Design and build of exhibition stand featuring impactful storytelling and experiential elements drawn from instore projects

Major trade communications push in build-up to TFWA Exhibition and Conference

On-stand launch of new Tobermory Gin for media and retailers

The Results

Over 25 standout design projects at 10+locations around the world

Media launch for Tobermory Gin generated press coverage with a combined audience reach of 350,000+

Distell in discussion with a leading travel retailer to secure promotional space in a major European airport

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