Water and Wines kicks off travel retail journey with TN Brands

Water and Wines, an innovative brand specialising in one-of-a-kind wine region puzzles, is collaborating with TN Brands to spearhead its roll-out into global travel retail.

Crafted in collaboration with sommeliers and hand drawn by artists, Water and Wines is the brainchild of Yamit Viitaoja and Mathilde Iwar. They aim to redefine the puzzle experience through a blend of oenology, art and learning, offering puzzlers a journey through the world of wines & spirits.

The Water and Wines collection includes 19 puzzles, ranging from wine regions in Italy and France, Champagne, and also featuring Irish whiskey.

TN Brands Founder Peter Lindkvist – who set up the Stockholm consultancy in 2024 with a focus on standout brands and the drinks category – believes Water and Wine is well-suited to travel retail.

The self-confessed “wine geek and sommelier” said: “I think Water and Wines ticks a lot of boxes when it comes to potential in travel retail.

“We know that gifting is an important part of the offer. Instead of giving away your standard bottle of wine or whisky, why not give away something that’s different, fun and educational at the same time? Water and Wines also caters perfectly to sense of place.

“It brings something new to the channel in a fun, educational and sustainable way, so what’s not to like,” he said.

According to Lindkvist, sustainability is at the heart of everything Water and Wines’ founders do. “They believe they have a responsibility to make a positive impact on the world and are committed to do so. Their products are sustainably made, locally produced and packaged with eco-friendly materials. They also support 1% for the Planet, and pledge 1% of annual sales to environmental organisations.

“We are all well aware that a brand’s focus on sustainability is increasingly important in the travel retail industry and can be a deciding factor when finalising a purchase,” he added.

“Water and Wines is constantly seeking out how the brand can improve. It has not always been the easiest road to take but definitely the right one.”