CHINA. Beam Suntory-owned Cognac house, Maison Courvoisier has partnered with China Duty Free Group (CDFG) to open its first-ever standalone boutique in the newly opened cdf Haikou International Duty Free Shopping Complex.
As reported, the complex is partnering with over 800 renowned international and local brands to open a flurry of debut and exclusive duty free stores in China.
The Courvoisier boutique was inspired by the house’s French heritage and the French spirit of joie de vivre (joy of life), which is also the name of the brand’s new global campaign and brand identity. Maison Courvoisier’s immersive Joie de Vivre brand world invites spirit drinkers to embrace Cognac as a drink for all occasions.
The boutique interior is designed in a white trellis structure that was inspired by 18th century French royal gardens. The entry way leads to an indoor garden that evokes Courvoisier’s vibrant and floral ‘Cognac in Blossom’ house style. Here, shoppers can discover the maison’s ultra-premium Cognac collections.
Elegant Cognac displays highlight Courvoisier’s refreshed new packaging, which has been rolled out across its portfolio earlier this year. The new look underlines historic house codes from the Belle Époque era, highlighting Courvoisier’s French heritage. Motifs include the opening of the Eiffel Tower and visuals of European royal courts in the 20th century.
Shoppers are invited to explore Courvoisier Cognacs through sampling and interactive digital elements.
The boutique offers exclusive tasting sessions that invite shoppers to discover the extensive Courvoisier prestige collection, with a special focus on the Courvoisier Royal and Courvoisier Extra expressions.
The Haikou boutique is one of the first locations to offer the Courvoisier Mizunara expression, which notably combines the know-how of Maison Courvoisier’s sixth-generation Chief Blender Patrice Penet and House of Suntory fifth-generation Chief Blender Shinji Fukuyo. The sampling session will soon be bookable via Courvoisier’s travel retail-dedicated web application.
In addition, visitors can enjoy complimentary tastings of Courvoisier’s core range. The tastings offer the Cognacs either neat or mixed into signature cocktails, such as the ‘Courvoisier Gala’. Mixology lessons are also available, immersing shoppers into the art of French hospitality by teaching them how to create the perfect Courvoisier Gala cocktail.
A dedicated gift wrapping station adds premium gifting appeal. It offers sophisticated gift wrapping services done via a ten-step gift wrapping process and handled with macrame gloves.
Extensive personalisation options are also available in-store and includes a selection of charms, bespoke stickers, handwritten gift cards and multi-coloured ribbons, all centred around Courvoisier’s signature deep red colour palette.
Commenting on the milestone opening, Courvoisier Managing Director Jon Potter said: “We’ve entered a new era for Courvoisier. This is an exciting time for our Maison, as we go back to our roots and embrace what Courvoisier was founded on by Félix Courvoisier. We’re thrilled to bring the spirit of joie de vivre to our fans in Hainan, as they embark on a journey of luxury and the finest Cognacs at this boutique. We will continue to unveil more exciting news for Courvoisier and our wider portfolio in the months to come.”
“We’re thrilled to see the launch of Courvoisier’s first-ever boutique open at the acclaimed cdf Haikou International Duty Free Shopping Complex,” added Beam Suntory Brand Marketing Director Global Travel Retail Manuel González . Hainan is an incredibly coveted space and bridges the gap between simple pleasures and elegance.
“We can’t wait to provide our shoppers with this magnificent immersive experience that offers luxury at its finest. The exclusive boutique represents our commitment to the premiumisation of our brand offerings.”
Note: The Moodie Davitt Report is delighted to announce ‘The New Wonders of the Travel Retail World’, a duo of landmark publications dedicated to extraordinary projects that are set to redefine the travel retail world.
One is dedicated to the cdf Haikou International Duty Free Shopping Complex.
The multi-media, bi-lingual publication is a pioneering joint venture between The Moodie Davitt Report and Hainan Hinews Media Co. For advertising details please contact Irene Revilla at Irene@MoodieDavittReport.com
The other is dedicated to the recent opening of the new Expansion and Orchard at Hamad International Airport. Look out for both titles in December.
