First time exhibitor Deau Cognac is positioning itself as “a
real alternative” to the better known brands currently available in travel
retail (stand A02), in terms of look, quality and positioning. With 40% of its
business currently in Asia – and a new commercial office recently opened in
Zhuhai – Deau believes the Singapore show will play a critical role in helping
the company to build business within the region.
Whilst a relatively new name to
consumers, Deau has a long history, dating back
to 1685 when Louis Deau settled in the region as a wine grower, ultimately discovering
the magical alchemy of pot stills. Today the domain – covering over 40ha of
land - is owned by the Bru Legaret family, with Véronique Bru Legaret presiding
over the destiny of the company.
Originally
that destiny was for Deau to sell its eaux-de-vie to other major Cognac players
in the market for their own use. But in 2012 the family decided that its
Cognacs really were too good to simply sell to other brands. The company began
to market under its own label with a range of Cognacs that target all lovers of
superb quality premium and luxury spirits. In just three years, the Deau core
range of six Cognacs: Collection VS, VSOP, Napoleon, XO, Black and Louis Memory has
won just about every relevant gold and silver award going, including
International Wines & Spirits Competition, World Drink Awards, San
Francisco World Spirits Competition and the Chinese Wine & Spirits
Association. The company has also won
awards for its beautiful sail-shaped decanters which give the range a
particularly luxury appeal and positioning.
Within the category,
Deau is able to compete at the very top end of the market with its Deau Cognac
Privilège, a unique blend of Cognacs
selected by its Master Blender and slowly matured in the five ageing cellars;
and Deau
La Vie en Or which stands for “the life
in gold” (or simply, Deau LVO Cognac). Originally introduced as a Christmas and
New Year offering in 2012, Deau LVO is beautifully packaged in a luxurious
decanter layered with gold leaf that was commissioned by Parisian fine jeweller
Arthus Bertrand. This is a blend of the finest, oldest Grande Champagne eaux-de-vies that are housed deep in the cellars of the house of Deau.
Also perfect for travel retail are two Tasting Boxes,
beautifully presented, and enabling consumers to try either three or all six of
the main Deau Cognac expressions.
Says Export Director Olivier Hidier: “Deau is presenting
itself as a true alternative brand, offering the prestigious and luxury values
of Cognac that have always been promoted by our peers – but with the addition
of our own USP in terms of look, quality and range.
“We believe the potential for Deau in travel retail is
excellent. We recognize our main challenge is that, while Deau is a very old
French house, we only started exporting under our own label in 2012 and
therefore there is still a lack of brand awareness. But that is changing. We
are strong in Asia and are growing in North America, Europe, Russia and the
Middle East. We see travel retail as a great showcase and excellent platform
from which to build the name of Deau!”
Deau Cognac comes to
Singapore following a first Travel Retail outing at the recent Duty Free Show
of the Americas. “It was our first Travel Retail show and was unexpectedly
good,” continues Hidier. “The reception was extremely positive, particularly
to the decanters which seemed to have an almost magnetic attraction – the presentation
is one of our strengths, for sure. We are very confident of confirming new
listings in the Americas as a result.”
Hidier believes the most logistically sensible route
forward is to work with regional agents and distributors in order to “be flexible
and efficient”.
Says Hidier: “We are really looking forward to attending
TFWA Asia Pacific – we truly believe we have a product offer that is perfect
for Travel Retail. In an environment where travellers are looking for new,
premium, different, unique and alternative…Deau most definitely fits the bill.”
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