TAIWAN. Moët Hennessy has introduced a new showcase for its luxury spirit brands at the Taipei International Airport Terminal 2 Departure concourse with Ever Rich Duty Free.
The promotional feature will run till 29 February and takes consumers on a sensorial and visual brand experience via a number of innovative merchandising concepts. Passengers travelling through the terminal are given the choice of experiencing Belvedere cocktails, ‘Hennessy City’ cocktails or the new Glenmorangie range (see separate story below) through sampling.
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The high-profile promotion targets some of Asia’s highest-spending consumers at Taipei International Airport | |
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The look of luxury for Moët Hennessy’s glamour brown spirits, Glenmorangie and Hennessy | |
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A cool brand image: Super-premium vodka Belvedere shows off its gold-medal winning form | |
With Hennessy, for example, the brand experience is called “˜The Art of Mixing’, which encourages consumers to try Hennessy in a variety of cocktails.
Scents and brand sensibility
A teaser video is played after which consumers can select from three cocktails – Hennessy Paris, Hennessy Miami and Hennessy Shanghai – by pressing a button.
When clicked, it launches an educational cocktail video while the corresponding cocktail aroma is being diffused. Consumers can then pick a cocktail leaflet with detailed recipes and buy a bottle of Hennessy to recreate the cocktails at home.
The Belvedere promotion highlights the brand’s recent Gold Medal for a European vodka at the International Wines & Spirits Competition in 2007.
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“˜NEW ERA’ DAWNS FOR GLENMORANGIE
In related news, Moët Hennessy (the spirits and wine division of luxury group LVMH Moët Hennessy Louis Vuitton) has announced an ambitious international expansion for its single malt whisky Glenmorangie, which it acquired in January 2005.
The company said the whisky was set to “enter a new era with the biggest change in the brand’s history”.
In a drive to promote growth and international expansion, Glenmorangie is rolling out a “new and contemporary image”, new products and new brand marketing programmes.
The changes include:
• Introduction of bespoke bottle shapes
• New brand identity, labels and packaging
• Introduction of the Extra Matured Range
• An innovative approach to global marketing including new advertising, visual merchandising, education, tasting events and web presence
Paul Neep, Chief Executive of The Glenmorangie Company said: “This is the next big step for Glenmorangie as we invest in the long term development of this great brand. We believe these exciting brand initiatives will further accelerate the international expansion of the brand.”
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NEW INITIATIVES PROFILED
Bespoke Bottles
– New bottle shape for Glenmorangie Original and the Extra Matured Range, plus highly distinctive individual bottle shapes for Glenmorangie 18 Years Old and Glenmorangie Quarter Century
New Packaging
– New brand labels for all the range
– Introduction of a new brand emblem, the Glenmorangie “˜Signet’ – inspired by the Cadboll Stone, an ancient Pictish Standing Stone originally located on the estate of Glenmorangie House in Ross-shire, Scotland
– Glenmorangie Ten Years Old renamed as Glenmorangie Original (10 Years Old)
– Move from tubes to high quality cartons
Marketing
All marketing is designed to bring Glenmorangie’s complexity of taste, texture and aroma to life in a contemporary, stylish and striking manner through new initiatives including:
– A new international print advertising campaign
– Visual merchandising for in-store displays
– Stronger web presence
– Innovative new trade and consumer tasting experiences/education
Glenmorangie Original
The complexity of taste has been further assured by including a significant proportion of Glenmorangie which has been specially matured in bespoke, air-dried/ slow-growth, oak casks.
Introducing the Extra Matured Range
Replacing the Wood Finish Range, the Glenmorangie Extra Matured Range is a selection of three single malt whiskies that, following an initial maturation of at least ten years in ex-bourbon casks, have been additionally matured in casks that previously held Port, Sherry or Sauternes wine.
– All are bottled at 46% ABV and non chill-filtered to enhance taste, mouth feel and/or texture
– Each has a strong product name reflecting provenance and spirit characteristics
– A new range of three products is featured
Glenmorangie Lasanta: Extra matured in Spanish Oloroso Sherry casks. Lasanta means “˜warmth’ and “˜passion’ in Gaelic. The whisky has deep flavours of toffee, raisins and walnuts
Glenmorangie Quinta Ruban: Extra matured in Port pipes selected from the “˜Quintas’ or wine estates of Portugal. Ruban – the Gaelic for “˜ruby’ – describes the ruby colour of this malt that is rich and chocolaty with a complex balance of sweet and dry flavours
Glenmorangie Nectar D’Ã’r: Extra matured in the French Sauternes wine barriques, with key flavour notes of lemon and syrup. Nectar is a reference to the drink of the Gods. The French and Gaelic word “˜Or’ is used to reflect the deep golden colour of this whisky
Glenmorangie Head of Distilling & Whisky Creation Dr Bill Lumsden said: “The Glenmorangie brand has a long-standing reputation as a leading pioneer in whisky maturation, and as a company, the quality of our whisky is at the very heart of everything we do. We continually endeavour to provide the most delicious single malt Scotch whisky and our core range delivers new expressions that offer an extraordinary variety of tastes, textures and aromas.”
*FOOTNOTE: Melody Ng was recently promoted to Asia Bureau Chief at The Moodie Report, based in our Singapore offices. She can be contacted at Melody.Ng@TheMoodieReport.com
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