0210 Spirits introduces new premium range to global travel retail

0210 Spirits Founder Jonathan Chiott (centre) presented his drinks range to buyers at Cannes, alongside Mario-Dieter Barthel (left) and Jean-Philippe Clermont, who are aiding the brand’s drive into travel retail

US-based 0210 Spirits has introduced a new premium drinks range to travel retail, a range it showcased at the recent TFWA World Exhibition in Cannes.

The brand’s signature is its hand-blown bottle packaging, made in Italy, in the shape of a woman.

Founder and President Jonathan Chiott told The Moodie Report: “I created the concept four years ago, and we are just beginning our journey into this channel now. There has been tremendous interest, as there is nothing like it been seen before.

“Many retailers want to marry fashion and spirits, and that’s what we have done. This is just the beginning. and it has generated a big response.”

The company says its upscale look and premium product makes it a good fit for travel retail

There are several lines available. 0210 Extra Cognac is aged in Grande Champagne oak casks for up to 40 years, and comes in a sculpted bottle shaped like a woman’s figure.

0210 Amber XO Cognac is a blend of Grande Champagne, Petite Champagne, and Borderie, with the various blends having spent 25 years in oak casks before bottling.

0210 Velvet XO is a blend of XO Cognac aged up to 20 years, with a blend of raspberry and blackberry flavours, and appears in a sculpted bottle or speciality carafe.

0210 vodka is distilled five times from French wheat, filtered three times and blended with natural spring water, the company said. It too is available in a sculpted bottle or speciality carafe.

“The name “˜0210′ was the street number of an old girlfriend of mine, so that was the original inspiration,” said Chiott. “But it appeals in other ways too. We wanted the logo to be synonymous with the name, and there is no translation needed.”

The brand’s progress in travel retail is being aided by well-known industry executives Mario-Dieter Barthel (who is Vice President Sales Europe & Asia) and Aclea Trading Managing Partner Jean-Philippe Clermont.

The XO Cognac was listed as the launch “˜Cognac of the Month’ with Schiphol Airport Retail when it opened its new Finest Spirits & Cigars store at Amsterdam Schiphol’s new-look Lounge 3 in September.

“We see it carrying special appeal in those markets where Russians and Chinese visit,” said Barthel. “That includes markets in Asia and the Middle East, and especially Egypt, Turkey, Cyprus and other locations. There will be domestic distribution but travel retail will be key. It’s a high-end product and needs a strong showcase. We see it featuring in five-star hotels as well as the leading premium travel retail stores. It’s niche, but small can mean beautiful.”

Clermont added: “Gifting is key in this channel, and many business travellers are looking for something different and exclusive. The 0210 range provides that. There is not enough theatre in the industry, and too much sameness. We would like to be part of that drive to differentiate the market.”

Chiott said: “I see this as an item that people will want to collect or give as a gift. During Cannes we even had people wanting to buy the empty bottle from the hotel bars along the Croisette. This is a unique opportunity to create something new in the channel, with striking packaging and a quality product.”

The company has created a range of cocktails around the Velvet product line

The 0210 portfolio offers a “point of difference” for retailers, says the brand owner

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