Deau Cognac follows travel retail trend for premium and crafted spirits

Privilège cuvée: its new look attracted a positive response at Orlando

Deau Cognac has hailed the success of its refreshed Privilège cuvee, following positive feedback from customers at last week’s IAADFS Duty Free Show of the Americas.

The brand presented its updated Privilège Cognac, as well as new VS and VSOP decanters in Orlando.

Deau Cognac Commercial Director Olivier Hidier said: “The overall reaction at the show was very good, even though I believe the enthusiasm is relative as the Cognac category seems to be suffering somewhat in the Americas duty free.

“There is positivity for the future as far as duty free is concerned. When you consider the domestic market, there is a sustainable dynamism in the USA, which will definitely have an impact on related markets and channels.”

Hidier said Deau Cognac would focus on existing and “good performing” business partners in the region and noted a growing trend towards limited editions. “In travel retail totally new products remain attractive to travellers who continue to demand premium and crafted products,” he said.

Deau Cognac is exhibiting for the second time at the TFWA Asia Pacific Exhibition in Singapore next month (Stand A02), looking to continue expansion in Asia Pacific travel retail.

The brand, which has 40% of its business in Asia, recently opened a new commercial office in Shandong Province, Tsing Tao and is hoping to build on its relationships with key Asian retailers.

Hidier added: “Last year was our first time exhibiting at TFWA AP, and we had such a good experience and received such positive feedback. The region is full of opportunities, but remains challenging to break into and secure a strong foothold. Currently, China represents the biggest share of our Asian business, so the recent slowdown in Chinese spend has been tough, but we are optimistic this will return.

“Opening our Shandong Province commercial office has enabled us to better service and support the market through our own dedicated sales development team that in turn works very closely with local distributors.”

Along with the Privilège cuvee, Deau will showcase its Cognac Extra Black, which has been given a ‘facelift’ with a more premium black cover and gift pack.

Embracing the dark side: Deau Cognac Extra Black will be spotlighted at TFWA Asia Pacific

“The demand for premium products in the region continues to be strong, so we thought returning to Singapore with a more high-end looking product was important,” Hidier added. “The new look cover and gift pack is sure to catch the eye of passers-by, and will look amazing displayed in any retail environment.

“We may be a small brand in comparison to the main Cognac players, but we have a unique offering, which is exceptional, and one we feel is ideal for this channel. We have seen success in the domestic markets, and we are now looking to replicate this in travel retail; it is a great showcase for further building awareness of our brand, and an excellent platform for which to go to the next level of growth.”

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