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“With this fresh new concept, we seek to bring the very best apple products to travellers everywhere,” says Camus |
FRANCE. After a high-profile introduction at Hong Kong International Airport in April 2010, Camus Wines & Spirits’ Apple Temptation merchandising concept is to be introduced to duty free operators at the TFWA World Exhibition in Cannes next month (Stand number: Blue Village F11).
“This unit is based on the simple observation that the apple – by far the world’s most popular fruit – is notably and inexplicably absent from the product offerings typically found in fine wine and spirits departments,” the company said.
“While some fine examples of regional apple-based beverages have enjoyed a certain following for years, they have yet to really take to a global stage,” explained Camus Wines & Spirits Brands Groups Manager Pascale Dubos. “With this fresh new concept, we seek to bring the very best apple products to travellers everywhere,” she added.
Striking apple-themed display visuals
Striking apple-themed display visuals are accompanied by informative POS communications and the merchandising can be enhanced with in-store tastings and promotional offers.
Camus’s final selection of apple-based drinks spotlights two different yet complementary products. The first, Berneroy Calvados, is an example of the world’s finest oak-aged cider spirit with a lively apple character that is hearty, distinctive and warming, according to the company.
Calvados has been distilled from locally grown apples in France’s historic region of Normandy for at least five centuries. Well-known to consumers in Scandinavia and Western Europe, calvados is quite new to many markets, particularly in the Asia Pacific region, noted Camus.
Berneroy Calvados is available in three qualities: Fine (oak-aged for a minimum of two years), VSOP (oak-aged for a minimum of four years) and XO (oak-aged for a minimum of six years).
In contrast with Berneroy’s fiery origins in a traditional copper still, the acclaimed Summit Selection line of apple ice wines from Canada’s Domaine Pinnacle rounds out the Apple Temptation product offering.
These wines are produced from a blend of naturally frozen Cortland and Empire apples, hand-picked in orchards near the summit of Pinnacle Mountain, and are said to offer fresh, concentrated and deep flavours.
As the world’s leading producer of apple ice wine, Domaine Pinnacle is “at the vanguard of this new and exciting product category which has seen remarkable growth since the company’s inception just 10 years ago”, Camus said.
“Together, these two product families clearly demonstrate that dedicated and enterprising producers can take the world’s most common fruit and turn it into something extraordinary,” said Dubos.
Award-winning products
The quality of both products has recently been recognised by judges in some of the world’s foremost wine and spirits competitions, including:
• Gold Medal/Best in Category for Berneroy XO Calvados at the 2010 International Wine and Spirits Competition;
• Double Gold Medal/Best in Category for Berneroy Fine Calvados at the 2010 San Francisco World Spirits Competition;
• Gold Medal for Berneroy XO Calvados and Berneroy VSOP Calvados at the 2010 San Francisco World Spirits Competition;
• Vinalies d’Or awards in 2009 and again in 2010 for Domaine Pinnacle Summit Selection Ice Apple Wine at the Vinalies Internationales.
Sales results for both brands have been equally favourable, with both Berneroy and Domaine Pinnacle having outstripped their 2009 results just six months into the current fiscal year, Camus said.
Sales at Hong Kong International Airport, where the Apple Temptation concept was introduced in April, have been particularly brisk, said the company.
“It’s a unique proposition in travel retail that has clearly grabbed consumer’s attention,” enthused Dubos. “We’re confident that the success achieved with our first major airport rollout can be duplicated with other operators around the world.”
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Camus’s fine wine portfolio will be presented in Cannes |
Fine wines on display at TFWA World Exhibition
In other product news, Camus Wines & Spirits will also display a selected portfolio of branded and boutique fine wines from its partners in France and New Zealand at the 2010 TFWA World Exhibition.
“The aim is to bring high quality products and a structured approach to key segments of this rapidly growing market,” said the firm.
With particular emphasis placed on distribution through the travel retail channel, specialised packaging, including luxury gift boxes, has recently been developed for Les Vinissimes, a range of Bordeaux wines with a simple concept that aims to offer excellent value for money and giftability at key price points.
The launch is supported with dedicated duty free POS material.
Other references will soon be added to the portfolio, according to Camus Wines & Spirits.
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