 |
Exquisite: A new look for the acclaimed Schiphol wines, spirits and cigars outlet |
NETHERLANDS. Schiphol Airport Retail inaugurated its new-look Exquisite store, dedicated to high-end spirits, wines and cigars, with a special celebration and media event on Tuesday. The rebranded outlet was previously known as Finest Spirits & Cigars.
It houses some of the rarest and most sought after spirits and wines in the world, and has earned high regard from many leading brand owners since the original store opened in 2011.
In separate Schiphol news, the airport company has completed much of an ambitious Lounge 1 renovation project, with a new centralised security zone and much of the retail now reconfigured. That project also includes a radical new look for the Schiphol Airport Retail core category liquor, tobacco & confectionery store – complete with a series of compartmentalised rooms housing each sub-category. A full story on this development – of which The Moodie Report was given an exclusive preview this week – will appear shortly.
Of the new Exquisite store, Schiphol Airport Retail Director Peter-Jan Rozenberg said: “Our ambition is to become the leading liquor and cigars store for connoisseurs at an airport in Europe.
“We have travelled far and wide to find the most elegant bottles for our customers. The absolute quality, rareness and exquisite collection shows the passion we have for our products. We hope customers will enjoy them wherever travels in life may take them and remember Exquisite to share this with others.”
The new store features the opportunity for passengers to taste products from across the range on request, a doubling of the wine offer, plus more single malts than before, including several exclusive to Schiphol Airport Retail in the airport world. The latter include Octomore and Port Charlotte Islay single malts.
 |
The store features extended wine and malts ranges, plus a strong Cognac offer |
Among the wine highlights, noted SAR Category Manager Liquor & Tobacco Marc Gatoux, are a Château Mouton Rothschild 1945, a set of 12 bottles from the Domaine Romanée-Conti range, Château Lafite-Rothschild 1966 (five litre), Masseto Toscana, Penfold’s Grange, Haut Brion grand cru plus many others. The range of rare wines has been extended from 80 to around 170, said Gatoux, who noted the powerful draw of Pauillac and Margaux wines among Chinese buyers.
Among the Champagne highlights are the launch of Barons de Rothschild Champagne, with a limited range for selected distribution. A special edition (one of just ten), encrusted in 288 diamonds and priced at €150,000 is available at Exquisite.
Champagne Barons de Rothschild Managing Director Frédéric Mairesse said the price was the highest yet for a 70cl bottle of Champagne, and was a statement of ambition for Rothschild Champagne. “We launch in 2014 with a 2006 vintage, just 3,000 bottles. It enables the family to talk about Champagne as well as wines. The special edition features only ten, of which two others are at airports, in Dubai and Mexico City.”
 |
Toasting the store’s success were (l-r) Hennessy Brand Ambassador Marc Boissonnet, The Dalmore Master Blender Richard Paterson, The Balvenie Global Brand Ambassador Sam Simmons and Champagne Barons de Rothschild Managing Director Frédéric Mairesse |
In Cognac and whiskies, among the items on offer are Glenfiddich 50yo, The Macallan M, Hennessy Paradis Impériale, Baron Otard Fortis et Fidelis, Dewar’s Legacy, Camus Cuvée 5.150, Hardy Perfection Terre, Tesseron Extreme, plus items such as Highland Queen Majesty 40yo, Ballantine’s 40yo and aged Highland Park whiskies from 1964, 1968, 1970 and 1973, plus many more.
As reported, Schiphol Airport Retail set a record for a travel retail spirits sale in October with The Dalmore Brilliance, purchased for €250,000.
 |
Hennessy Paradis Impériale provides a luxury showcase in the store window |
 |
The Dalmore Constellation Collection No. 8 is among the in-store highlights |
Rozenberg said: “With the many masterpieces we host, we want to show what’s possible at airports but it’s not only a showcase. We are selling these items, and our average spend in Exquisite is 3.5 times that of our other stores at Schiphol.”
The sales split in the store is malt whisky (40%), Cognac (22%), cigars (16%), fine wines (12%) and Champagne (6%). Nearly 100 malts and Cognacs are available to taste.
 |
Ballantine’s 40yo (above) and Louis XIII are part of a fine and often rare selection |
 |
Rozenberg noted that Schiphol Airport Retail had turnover of close to €90 million in 2013, and cited the influence of Asian and in particular Chinese consumers on the luxury end of the business.
“Since 2009 we transformed our positioning from a supermarket orientation towards customers and the assortment [towards] a luxury and premium orientation.
“We noticed since 2011 the enormous increase of Asian passengers, mainly driven by Chinese customers. Until today, Amsterdam Airport Schiphol has – with thanks to KLM and their SkyTeam partners – the most daily flights to Mainland China of all international airports in Europe. That’s the reason why we are selling more and more exclusive products. This encouraged our team to develop Exquisite to create a true landmark for liquor and cigars at Amsterdam Airport Schiphol.”
 |
Spends at Exquisite are 3.5 times those of other Schiphol Airport Retail stores |
 |
Schiphol Airport Retail Director Peter-Jan Rozenberg explains the values behind the creation of the Exquisite store to Dutch and selected international media |
Rozenberg added: “The heart of Exquisite was and always will be an assortment presented in a store which is humble and welcomes everybody who is interested. Today, in the Chinese year of the horse we are very proud to show you the improved expression of Exquisite with more emphasis on wine, an extended malt assortment and the possibility to taste nearly all the available assortment. We believe we have to offer an exceptional experience for all passengers.”
He noted that Chinese spending on Cognac had dipped across the business, but that many are shifting to whiskies as well as wines.
“The key now is to get more nationalities to buy,” he said. “That’s why we have broadened the range: in wine from the grand crus to New World and particular rarities, and stretching the whisky offer.
“What I like here is that even if you can copy the design of the store, you cannot copy the assortment and the staff needed to operate a store such as this.”
Rozenberg also noted the close cooperation with leading brands, which have made available rare and exclusive items from their ranges for this store. To underline these partnerships, SAR was joined for a special tasting in Exquisite by Champagne Barons de Rothschild Managing Director Frédéric Mairesse, The Balvenie Global Brand Ambassador Sam Simmons, Hennessy Brand Ambassador Marc Boissonnet and The Dalmore Master Blender Richard Paterson.
Schiphol Airport Retail manages the liquor, tobacco and confectionery categories at Schiphol with 13 stores: three large outlets in the three terminals, two chocolate speciality stores, seven last-minute shops and Exquisite.
*We’ll bring you a full report on the new store in The Moodie Report Print Edition for March.
 |
The malts zone (above) and white spirits area (below) in the new-look Lounge 1 See Buy Fly store operated by Schiphol Airport Retail; a full report on this striking new outlet will appear shortly, with further coverage in our March Print Edition |
 |
 |
Schiphol Airport Retail’s Ilya Aragoni and Peter-Jan Rozenberg with Schiphol Group’s Dieme Ketel at the Lounge 1 store on Tuesday |
