QATAR. Peuch & Besse has had 20 French wines from its travel-retail exclusive ‘One Winemaker’ concept listed by Qatar Duty Free at Hamad International Airport.
Additionally, Peuch & Besse has assisted Qatar Duty Free in sourcing and supplying an assortment of Grand Cru Classé wines, including Château Angelus, Château Lafite Rothschild, Château Mouton Rothchild and Château Haut-Brion, as part of a special service the company offers its customers.
The wines have been listed since late March and early depletions have been encouraging, Peuch & Besse said [thumbnail image on home page courtesy of Château Gravet Renaissance].
To encourage consumer engagement and education, Peuch & Besse has created over 70 videos (see below for examples) that customers can access when travelling through airports (or when they are in the comfort of their homes) by scanning the QR code on the back label of the bottle. Shoppers are then transported to the Château for a storytelling journey with the winemaker. All videos are available with subtitles in English and in the case of Emotion de Provence (below) in Chinese.
Qatar Duty Free Vice President Operations Thabet Musleh said, “We are delighted to partner with such a knowledgeable company as Peuch & Besse in the increasingly important wine category.
“Qatar Duty Free is committed to offering our shoppers the best of the best and this latest initiative underlines that mission. We can now not only offer a range of outstanding French wines through the ‘One Winemaker’ concept but also increase engagement through the unique QR code scanning on the back of the bottles. We are also delighted to be able to offer an assortment of the greatest Grand Cru Classé wines thanks to this partnership.”
Peuch & Besse CEO Sylvain Combe commented: “With the benefit of our experience in the heart of the Middle East, we are delighted to expand our footprint in the region with new listings for our wines with Qatar Duty Free.
“The excellent relationship we have developed with Thabet Musleh and his energetic team combined with our flexibility, ability to adapt, and also the values that our wine-growers share, have all been key factors in establishing this special partnership.
“Today, more than ever before, consumers who truly appreciate quality and value will most certainly take great delight in discovering this new selection of French wines from the very finest terroirs when travelling through Hamad International Airport and shopping at Qatar Duty Free.”
Peuch & Besse Advisor Business Development Rajiv Bhatia said: “Peuch & Besse has invested in creating a fantastic digital toolkit, which is available for our retail partners to upload on their websites to encourage storytelling, education and interaction with the customers even before they start their travels.
“The video links are extremely useful tools for the shopfloor staff when they are interacting with their customers to encourage sales and to upsell, thus increasing the transaction value.”
