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Gautier showcases new look at TFWA

Marie Brizard Wine & Spirits will reveal the new packaging for Gautier Cognac at TFWA Asia Pacific exhibition next month.

The range has undergone a major strategic makeover, with a new brand personality and 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, Marie Brizard Wine & Spirits will be developing high profile promotions (HPP) for the award-winning cognac, 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 MBWS 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 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.”

19 April 2016 - Felicity Murray The Drinks Report, editor