Chabot Armagnac has introduced a world-first new wall bay unit for its products in duty free with Duty Zero by cdf at Hong Kong International Airport (HKIA).
The brand commissioned London creative agency Big Bad Wolf earlier this year to produce a new global travel retail merchandising toolkit. The installation in the Duty Zero by cdf store – a joint venture between China Duty Free Group and Lagardère Travel Retail – is the first physical result of the collaboration.
“In the briefing stage the brand really came to life through the words of the incredibly passionate owner, Kathleen Gentzbourger, who captivated us with the wonderful stories behind the bottle. It was then we knew exactly what was needed.”
The one-metre wall bay features Chabot’s Royal Red colour and a gold framework including the Fleur de Lis. It is encased with the Chabot ‘C’, which forms part of the product’s logo.
The new global travel retail toolkit emphasises the words of the new brand strapline ‘Discover Rich Layers of Flavour’ and focuses on the three pillars of the Chabot brand: its links to French nobility, its provenance in Gascony, and craft.
Big Bad Wolf Founding Partner Philip Handley said: “This is a unique creative project we have completed for Chabot. In the briefing stage the brand really came to life through the words of the incredibly passionate owner, Kathleen Gentzbourger, who captivated us with the wonderful stories behind the bottle. It was then we knew exactly what was needed.
“The wall bay unit at HKIA is the first of the new physical assets we are introducing with Chabot in travel retail and we feel it really brings out the bold personality of this great brand.”
Chabot Armagnac President Kathleen Gentzbourger said: “We’re very proud of this new installation at Hong Kong with Duty Zero by cdf and are confident it will play a big part in returning incremental sales figures for Chabot in this location.”
Lagardère Travel Retail Business Director (Spirits, Wines & Beer) – Asia Scott Hamilton said: “It’s great to see our brand partners upping their game and producing fantastic point of sale materials such as this new wall bay. We feel it strongly brings out the brand values of Chabot and we are confident it will contribute significantly to the brand’s sales performance.”
Chabot’s new toolkit is being shared with its existing brand stockists. The brand said it is happy to discuss possible new point of sale installations, such as the wall bay, with other retailers and at other airports.
