Hot on the heels of its partnership announcement at TFWA World Exhibition with La Guilde du Cognac, William Grant & Sons has revealed an initial exclusive launch with Duty Zero by cdf at Hong Kong International Airport.
The concept of La Guilde du Cognac – a range of single village cognacs, was first introduced to Lagardère Travel Retail by William Grant & Sons earlier this year with the decision to launch at Hong Kong International Airport, based on a growing Cognac category and relevant passenger profile. “China Duty Free Group and Lagardère Travel Retail’s joint Venture Duty Zero by cdf really is setting a new benchmark for liquor sales,” says Ed Cottrell, WGS Managing Director, Global Travel Retail, “The new look retail space has been fantastically renovated and provides an ideal space for launching a discerning product range such as La Guilde du Cognac. We could not ask for a better environment in which to launch this superb collection of four single terroir Cognacs.”
Not only is Duty Zero by cdf the first travel retail launch of La Guilde Du Cognac, it also marks the brand’s first steps outside Europe. Currently the brand is available in limited quantities within France, Spain and Portugal through Renaissance Spirits. “We are very pleased to be partnering with William Grant & Sons to not only be launching La Guilde du Cognac into travel retail but to Asia,” adds Scott Hamilton – Head of Liquor Category Management, Lagardère Travel Retail Hong Kong. “When we opened Duty Zero by cdf we made a pledge to offer travelling consumers the most comprehensive liquor and tobacco selection, championing and recognising not only world class brands but those – like La Guilde du Cognac – which bring something new, different and innovative to the product mix.”
The launch takes place in November 2018 and is supported by two promotion spots at Hong Kong International Airport, focussed on highlighting the single village proposition. Exclusive to Duty Zero by cdf throughout the remainder of 2018, La Guilde du Cognac will then be progressively rolled out to global travel retail markets next year. At the same time, the range will be introduced across the Chinese domestic market, starting with Shanghai and Shenzhen in Dec 2018.
The partnership sees William Grant & Sons expand its portfolio into a new and fast-growing category, adding to its premium spirits portfolio. La Guilde du Cognac highlights the work of artisan distillers from the entire Cognac appellation. The initial range showcases four single village Cognacs; the original expression of one cru, one village, one vintage and one artisan distiller: a whole new discovery of Cognac diversity, richness and nuances.
La Guilde du Cognac founder Jean-Sébastien Robicquet, said, “I am impressed by William Grant & Sons approach to carefully nurture their brands in key markets. La Guilde du Cognac tells an original and emotional story about Cognac – a story of men, choices and provenance. I am delighted to see the first step of this journey taking place in Hong Kong airport.”
As previously reported…
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