Neuhaus partners with Treasury Wine Estates for travel retail-exclusive cross-category promotion

Belgian chocolate specialist Neuhaus has partnered with Treasury Wine Estates (TWE) to release the second in a series of pairing boxes, created for gifting. They are available exclusively throughout November with Gebr Heinemann in Asia Pacific, at locations including Hong Kong International and Sydney airports.

Six new pralines, in a set of 24, have been created by master chocolatiers from Neuhaus and matched with white and red wines selected by Brand Ambassador Sam Stephens from TWE’s portfolio – Penfolds Max’s Chardonnay and Beringer Knights Valley Cabernet Sauvignon.

Double delight: The six pralines have been created to match white and red wines from Treasury Wine Estates’ portfolio

Neuhaus Senior Area Manager Travel Retail Sebastien Bruggeman said: “After inventing the praline we continue to look at ways to invent new moments to enjoy our chocolates. Last year we launched the hugely successful coffee pairing box, which was also exclusively launched with Heinemann in Asia Pacific. With this new box we saw the opportunity to go cross-category by collaborating with TWE, an industry leader in wines.”

Each new praline has a mix of taste, texture, and cocoa intensity using ingredients such as Earl Grey tea, saffron, cardamom and acacia honey.

Personal touch: The pralines have been hand-made by master chocolatiers from Neuhaus

Three of the pralines match the selected Chardonnay, designed to balance out the fine acids and typical aromas which characterise most dry and medium-dry white wines. Neuhuas said this profile works well with honey, almonds and seeds, which all feature in these pralines.

Meanwhile, three pralines with a ganache filling featuring Earl Grey, saffron and cherries are paired with the tannins and complex, richly-layered flavours of the Cabernet Sauvignon.

Penfolds Max’s Chardonnay, produced in Australia, is matched with pralines featuring honey, almonds and seeds

Treasury Wine Estates Global Travel Retail Marketing Manager Lina Lim said: “This pairing box is very well thought out and we are happy to work with Neuhaus on this activation. This set makes a great gift for both chocolate and wine lovers – they can enjoy the chocolates and wines separately or have them with the suggested pairing.

“We’ve seen an increasing demand for gift options as travellers wait until they reach the airport to decide on a gift and this duty free exclusive set proves the perfect solution to elevate any occasion.”

There is an additional promotion at Hong Kong International Airport, where the Neuhaus Wine Pairing Box can be bought at a -15% discount with every purchase of Penfolds Max’s Chardonnay or Beringer Knights Valley Cabernet Sauvignon.

The wine-complementing 24-piece box created by master chocolatiers from Neuhaus

Heinemann Asia Pacific COO Johannes Sammann said: “The unique wine and praline collection from Neuhaus, in partnership with Treasury Wine Estates, is an exciting innovation and is a great example of how cross category experts join hands to create moments of magic on the shop floor.

“We are very excited to partner with Neuhaus to launch this exclusive offering in Asia Pacific, through the Heinemann duty free stores both at Sydney and Hong Kong International airports, underscoring the importance of the region for the category. As we continue to grow and evolve this category, we will be bringing many more of such exclusive launches.”

*Watch out for a Moodie Davitt Report interview with Penfolds Chief Winemaker Peter Gago, coming soon, as the Australian wine brand marks its 175th anniversary.

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