Rémy Cointreau Global Travel Retail has teamed up with DFS at Hong Kong International Airport (HKIA) for the Asian travel retail launch of the first two expressions of the Rémy Martin Cellar Master’s Selection of Fine Champagne Cognac.
Rémy Martin “˜Prime Cellar Selection’ Cellar N°16 and Rémy Martin “˜Reserve Cellar Selection’ Cellar N°28, both exclusive to global travel retail, are starring in high-profile activations at HKIA through January and February 2015.
These two expressions will be displayed at Singapore Changi Airport during March and April, after which the Cellar Master’s Selection will launch in other markets across Asia.
Key to the promotions are assisted tastings and interactive displays, which encourage travellers to engage with the Rémy Martin brand and to learn more about the provenance of these particular expressions, as well as trade up to these new products, available only at selected airports.
The activation features a story table with information about the characteristics of Cellars 16 and 28, an aroma testing station, a digital display wall to bring to life the heritage of these Rémy Martin expressions, shelving with glorifiers and bespoke graphics, and a tasting bar.
In keeping with the brand’s tradition of creating Fine Champagne Cognacs from the crus of Petite and Grande Champagne, the Rémy Martin Cellar Master’s Selection celebrates the aromatic diversity of the House’s various ageing cellars, each of which has its own characteristics that imbue the spirit with specific aromatic notes.
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Rémy Martin “˜Prime Cellar Selection’ Cellar N°16 and Rémy Martin “˜Reserve Cellar Selection’ Cellar N°28 will be on display at HKIA through January and February 2015 |
Rémy Martin “˜Prime Cellar Selection’ Cellar N°16 is created from eaux-de-vie stored in an above-ground cellar which begin their ageing process in new casks. As the air is warmer in the upper tiers of the cellar, the interaction between the casks and the eaux-de-vie is heightened, giving rise to intense vanilla notes, according to the brand.
In contrast, Rémy Martin “˜Reserve Cellar Selection’ Cellar N°28 is derived from one of the underground cellars that house eaux-de-vie with the greatest ageing potential. These eaux-de-vie benefit from the cellar’s constant humidity and temperature levels, which together provide ideal ageing conditions, according to the brand. The old casks used confer on the eaux-de-vie silky notes of candied fruit.
The Rémy Martin Cellar Master then selected from other cellars similar eaux-de-vie to complete these two new cognacs.
Rémy Cointreau Global Travel Retail Marketing Director Matthew Hodges said: “The first two expressions from the new Rémy Martin Prime Cellar Selection were launched in the Americas last year and the response has been most encouraging. We are confident that travelling consumers in Asia and Europe will be equally impressed by these two travel-exclusive expressions with their distinctive aromatic profiles and superb, complex flavours.”
Commenting on these latest additions to the Rémy Martin range in the Asia Pacific market, Rémy Cointreau Global Travel Retail Managing Director Peter Sant added: “Duty free and travel retail sales of wines and spirits in the Asia Pacific region amounted to over US$2.4 billion in the first nine months of 2014, up +6.5% on the same period in 2013 and outperforming Europe and the Americas by a substantial margin, according to Generation Research.
“A high proportion of those sales are premium and exclusive spirits which have demonstrated their enormous appeal in this region, even in times of austerity. It is therefore incumbent upon Rémy Cointreau to present extraordinary expressions of Fine Champagne Cognac, which cannot be found in domestic retail anywhere in the world, to appeal to connoisseurs and all those who appreciate the very best. We are proud to present Rémy Martin ‘Prime Cellar Selection’ Cellars N°16 and ‘Reserve Cellar Selection’ Cellar N°28 which are superb cognacs, steeped in tradition and history,” he concluded.
Rémy Cointreau GTR will exhibit its portfolio of products at the IAADFS Duty Free Show of the Americas next month.
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Key to the HKIA promotions are assisted tastings and interactive displays, including a story table, an aroma testing station and a digital display wall | |
