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The Summit Selection bottle has an upscale look |
FRANCE. Domaine Pinnacle’s Summit Selection Ice Apple Wine, exclusively distributed by Camus, aims to become a globally known brand in travel retail with the introduction of upgraded gift packaging and increased marketing and promotions.
The product forms a new product category, unique in travel retail, according to the company.
Exclusive to travel retail, the Summit Selection bottle has been designed to be giftable with liberal use of gold with silver accents to give a sophisticated, upscale look.
The gift tube is metal and the packaging includes the phrase “˜selected by Camus’, directly linking the product to the famous French house.
The new presentation will be shown for the first time at the IAADFS Duty Free Show of the Americas (Booth 1732) and subsequently at TFWA Asia Pacific (Stand G1), where Domaine Pinnacle will be present with Camus.
Ice Apple Wine is an all-natural Canadian product made from frozen apples – not grapes – and can be drunk as an aperitif or with a wide range of foods.
“We’re not going head to head with icewines, Ice Apple Wine is a completely unique product that sits on its own – it has no direct competitors in the marketplace,” said Domaine Pinnacle President Charles Crawford.
“The Summit Selection is perfect for travel retail. It meets the consumer’s requirement for fresh, new products; is exclusive to the sector; commands a premium price thanks to its superior packaging and taste; offers retailers solid margins; and has the support of industry specialist Camus behind it. What else do you need?”
Domaine Pinnacle’s Summit Selection uses an exclusive blend of six apple varieties from the highest orchards near the summit of Pinnacle Mountain.
Over 90 apples are used per 375ml bottle, resulting in a rich and intense flavour, with an exquisite balance of sweetness and acidity.
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Charles Crawford: “There is huge potential for the brand in the Americas – the US, Caribbean and South America are all seen as key markets for us” |
Summit Selection has been designed to command a premium price compared to other apples wines, but the product is priced significantly below most grape-based icewines.
Since introducing the Summit Selection Apple Ice Wine to travel retail, the brand has secured solid distribution throughout the Asia Pacific region with listings at most major airports including Hong Kong, Beijing, Shanghai, Taipei, Bangkok, Taipei, Singapore, Japan and South Korea.
The brand is also listed at Moscow Airport through Aer Rianta International.
Crawford is confident the brand’s appeal extends far beyond Asia Pacific. “Apple Ice Wine is a global product and the Summit Selection can sit in the fine wine department of airport retail stores worldwide,” he said. “There is huge potential for the brand in the Americas – the US, Caribbean and South America are all seen as key markets for us.
“Europe is also important and we’re already making good inroads there with listings in several premium locations. Sales through the channel doubled for Pinnacle last year, so we’re definitely on the right track.”
About Domaine Pinnacle
Founded in 2000, Domaine Pinnacle is a 430-acre family-run estate on the southern slopes of Pinnacle Mountain in Québec, Canada.
Dedicated to creating the highest quality Ice Apple Wine (known in Canada as Ice Cider) all products are hand-crafted on the estate. Located on the 45th parallel, the same latitude as the world’s renowned wine-growing regions, the south-facing apple orchards benefit from nearly-ideal growing conditions. These growing conditions combined with the intensely cold winter conditions create a unique combination. Ice Apple Wine is unique to Canada and is not produced anywhere else in the world.
Domaine Pinnacle, the world’s leading producer if Ice Apple wine, is owned and operated by Susan and Charles Crawford. Pinnacle products have been awarded 13 gold medals since 2005. These include awards from major international wine competitions such as the Toronto Wine and Cheese Show, The American Wine Society’s Commercial Wine Competition and The Indy International Wine Competition.
For details, contact Charles Crawford, Domaine Pinnacle, tel: +1 405 263 5835, fax: +1 450 298 1222, e-mail: charles@domainepinnacle.com
