New look and feel for Gautier Cognac

Gautier Cognac will present a new look and feel at the TFWA Asia Pacific Exhibition & Conference in Singapore next month (May 8-12).

Recognised as the World’s Best Cognac at the World Drinks Awards in 2015, Gautier Cognac has undergone a major strategic makeover, with a new package design based on craftsmanship, heritage, unique know-how, and generosity.

Gautier’s new brand territory is based on its relationship to the natural elements (wood, water, cognac eaux-de-vie) in the cognac making process, while the new packaging boasts vivid imagery such as vineyards and rivers, giving a strong and contemporary visual identity.

For travel retail, Gautier will be developing high profile promotions (HPP), focusing on creating a real brand experience for consumers. The HPP will include a mood film and tastings so travellers can really get a feel of the brand essence  - focusing on the story of barrel selection and Cognac ageing in highly humid cellars above the Osme river by a small team of 15 craftsmen. “We want travellers to be able to discover Gautier in its entirety,” says Marie Brizard Wine & Spirits global travel retail director Kevin Baker.

“The purpose is to create a memorable experience, build interest in the brand and thus generate more sales. The Gautier range has the right credentials to be the perfect choice for travel retail. While Cognac sales have been slow in Asia in the past couple of years, it is slowly and steadily making a comeback, and we see Gautier doing particularly well in the travel retail market.”

8 April 2016 - Felicity Murray The Drinks Report, editor