CHABOT ARMAGNAC GIVES CONSUMERS A LUCKY CHANCE AT ZHUHAI

Consumers travelling through the Zhuhai Duty Free Shop on the China-Macau border between July and September are being offered the opportunity to win instant prizes with the purchase of a bottle of the prestigious Chabot Armagnac.

The HPP activation, running in partnership with Zhuhai Duty Free, takes advantage of the retailer’s regular use of lucky draws within the extensive shopping complex to offer purchasers instant prizes that vary from a Dyson hairdryer and Fitbit sports watch to Chabot branded items such as a trolley, travel bag, a retailer-exclusive ashtray, and 5cl Chabot miniature.

Promoted from Chabot Armagnac’s own personalised pop up stand, the activation has been designed exclusively for Zhuhai and is the first run by the brand at the border outlet. “Our promotions are more usually based on discounts or offering a GWP with spend over a certain amount. We’ve designed this activation specially for Zhuhai as they regularly use lucky draws within the complex; it seems to really appeal to the consumer profile,” says regional director Asia Pacific Priscilla Chan.  “Consumers are able to enter with purchase of any bottle of Chabot Armagnac and every entry wins a prize.”

Chabot Armagnac has worked with Zhuhai Duty Free for many years and says it has an excellent relationship with the retailer; but this is the first time that it has run an HPP of this type.  “We are expecting a sales lift of at least 50% during the period,” continues Chan. “Since the promotion is different from what we do in other shops it’s hard to compare, but we are confident that it will be a positive result.”

While specific to Zhuhai, this HPP marks the start of a greater focus on activations within travel retail as the brand sees its popularity increase. “Chabot Armagnac is steadily increasing its distribution within global travel retail and we know the importance of using distinctive promotions to attract consumers and increase our brand visibility,” adds Chan. “We’re working on a series of promotional ideas designed to capture the essence of the brand and engage with travellers in the various channels of distribution that we operate. It’s an exciting time for Chabot!”

About Chabot Armagnac: Chabot established its name in the wines and spirits trade in 1828. Based in the rolling hills of Gascony in the village of La Bastide d'Armagnac, the family produced the wine necessary to the distillation of Armagnac. For over a century, the finely crafted Armagnac remained a well-kept secret, shared among close friends, Gascon locals and the French nobility. That was until 1963, and Chabot's first foray into bringing Armagnac from France to the rest of the world. The big international development of Chabot took place under the leadership of the late John Gentzbourger. The brandy became prized for its superlative quality and distinctive taste. Today, Chabot Armagnac has circumnavigated the globe and can be found in 96 countries. It is now the best selling Armagnac brand in the world and in global travel retail.  And yet tradition remains a strict priority. Every drop of Chabot Armagnac today is still imbued with the brand’s intrinsic heritage and rich quality.