Marie Brizard Wines & Spirits (MBWS) will highlight its award-winning Gautier Cognac range at next month’s TFWA Asia Pacific exhibition (Stand: D3).
Gautier Cognac has been relaunched and will be presented in its new bottle and packaging, created to better express the Cognac’s unique qualities and heritage, MBWS stated.
New and improved Gautier Cognac: ready for the spotlight at TFWA Asia Pacific in Singapore |
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In travel retail, Gautier said high profile promotions would focus on creating a real brand experience for consumers. Activations will include a mood film and tastings, highlighting the story of barrel selection and Cognac ageing, in humid cellars above the Osme river, by a small team of 15 craftsmen.
MBWS Global Travel Retail Director Kevin Baker said: “We want travellers to be able to discover Gautier in its entirety. The purpose is to create a memorable experience, build interest in the brand and thus generate more sales.
“The Gautier range has the right credentials to be the perfect choice for travel retail. While Cognac sales have been slow in Asia in the past couple of years, it is slowly and steadily making a comeback, and we see Gautier doing particularly well in the travel retail market.” In Singapore, MBWS will highlight the full Gautier Cognac range, including VS, XO, Gold and Blue.
The company will also present its ‘core’ range of liqueurs and syrups, including the Marie Brizard Fine Anisette and Chocolat Royale.
Speaking at last week’s IAADFS Duty Free Show of the Americas, Baker revealed that Marie Brizard is due for a brand relaunch in June. “The whole look and feel of the brand is going to change. Marie Brizard has a remarkable history, a history that includes the first woman liquorist. However it’s also a modern brand. The new-look will pick up on modern trends and play on history and femininity.”
Baker said the bottle shape will be changed to provide a strong look and feel for the ‘family’ of Marie Brizard products. There will also be a new logo. “Historically we have been an ingredient in a cocktail that doesn’t bear the brand’s name. That is about to change,” he added.
Marie Brizard Wines & Spirits will highlight the full Gautier Cognac range, including VS, XO, Gold and Blue |
Shotka, MBWS’s cannabis flavoured vodka, targeted at night-clubbing fans, will also be featured at Singapore. Shotka is the focus of a targeted activation programme that will run throughout the year. According to MBWS, its ABV has been lowered in domestic markets to qualify it as a Hemp Liqueur, but the travel retail version retains its 50% ABV and is a duty free exclusive.
“We expect our products to gain a lot of interest in Singapore; there is a high demand for innovative and unusual products in the Asia Pacific region, so we anticipate that Shotka will do particularly well. We will also be previewing the forthcoming changes to Sobieski Vodka, so visitors to our stand will have that to look forward to as well.
“Overall we predict an exciting and productive week in Singapore which will lay the foundations for a strong presence in Asia Pacific duty free,” Baker concluded.
