Kweichow Moutai strengthens brand identity in travel retail

CHINA. Kweichow Moutai, a leading premium liquor brand in China, is launching two new presentations and is strengthening its merchandising identity in travel retail.

First introduced by Camus Wines & Spirits in 2005 as a duty free exclusive product, Kweichow Moutai Small Batch Blend has become an “essential brand” for travel retailers in Singapore, Seoul, Bangkok, Tokyo, San Francisco, Hawaii, Toronto, Paris, Moscow, Dubai and many other locations, Camus said.

The brand has found audiences in the Russian market, as well as among the Chinese and Koreans in Asia. Following the trend in China’s domestic market, Moutai has been performing “very well” in duty free thanks to the increasing numbers of Chinese travellers abroad, Camus added.

Kweichow Moutai Small Batch Blend is now available in a four-bottle pack consisting of 4 x 75cl bottles (top), as well as in a “˜compact’ version without glasses (right); the merchandising identity of the brand has also been rejuvenated with a new black, red and gold display unit that will enhance the brand’s visibility (left)

New to the range – which currently consists of a 37.5cl bottle with two glasses – are a “˜compact’ version (a 37.5cl bottle without glasses) and a four-bottle version (a 4 x 37.5cl bottles pack). While the compact version is ideal for inflight sales and last minute purchase, the four-bottle pack is designed to optimise the shopping experience at airport outlets.

These three products will be displayed at selected duty free shops worldwide on customised wall-bays and gondolas. The merchandising identity of the brand has been rejuvenated with a new elegant and luxurious black, red and gold display unit that will enhance the brand’s visibility.

“Visibility is very important,” said Camus President Cyril Camus. “It’s the first step in getting people to know the brand. Sales will follow the recognition.”

Commenting on the new strategy, he added: “I’m confident that Moutai will break into the top 50 best alcoholic brands in duty free shops globally this year.”

Kweichow Moutai Small Batch Blend will be showcased at the TFWA Asia Pacific exhibition next month on the Camus Wines & Spirits stand (Stand number: K13).

Specialised packaging, including luxury gift boxes, has been developed for the Les Vinissimes range of Bordeaux wines

To complement its range of premium Cognacs, Camus Wines & Spirits will also be showcasing a selection of wines.

In recent years, the company has worked with carefully chosen partners to offer a fine wine portfolio, including branded and boutique selections from France and New Zealand. The aim is to “bring high quality products and a structured approach to key segments of this rapidly growing market,” the company said.

With particular emphasis 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.

Described as a simple concept that offers “excellent value for money and giftability at key price points”, the launch will be supported by dedicated duty free point-of-sales material.

For enquiries, contact Pierre Pinault, Asia Pacific Merchandising and Promotions Manager, Camus Wines & Spirits, at e-mail:


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