Treasury Wine Estates has announced plans to expand its presence in global travel retail over the next five years.

Making three key appointments to the business in a bid to drive the strategy and distribution, Andrew Carter, managing director for Global Travel Retail, said GTR specified it as one of the key growth areas for the company.

Tom King will join as global travel retail commercial director, Alexandre Bussiere as the global travel retail customer marketing director and Gordon Buchannan as sales manager for travel retail for the UK and continental Europe.

King will report to Andrew Carter and will be accountable for the development of TWE's GTR strategy and annual operating plan, as well as leading the development of customer relationships. He joins from Bacardi, where he previously held a number of roles, most recently as Bacardi's global travel retail finance director.

Bussiere joins from GTR business DFS, where he was the wine category merchandising manager. He will report to Andrew Carter, and lead the development of the customer marketing strategies and annual brand activity plans.

Buchannan has held several commercial roles over the past 14 years, and most recently was Bacardi travel retail regional manager for UK and Ireland. All three will join TWE in late January.

Carter said: "Our ambition is to significantly grow the size of our GTR business over the next five years, to become a genuine leader in the category, by inspiring travellers to discover and love great wine and great wine brands. There are two immediate areas of focus for us: to increase the scale of our presence in GTR and to build our brands in this critical global shop window.

Carter sees wine as being under-represented in the global travel retail market, with spirits tending to dominate – "we want to change that", he said.