BROWN SPIRITS: COGNAC REPORT
Moët Hennessy explores ‘cognac culture’ with landmark HKIA boutique opening
The inaugural Moët Hennessy Global Travel Retail airport flagship store at HKIA was created to capitalise on the growing demand for cognac in the Asia region. Andrew Pentol investigates.
Last year, WGS announced it was to expand its portfolio into the cognac category for the first time with the world’s first extensive collection of single terroir cognacs. At the 2018 TFWA World Exhibition
in Cannes, WGS and Jean-Sébastien Robicquet, Founder and Creator, La Guilde du Cognac held a press conference revealing how the two companies would work together.
Above: The House of Hennessy boutique at Hong Kong Airport.
A
mid continued strong demand in Asia to further explore cognac culture,
Moët Hennessy Global Travel Retail took the bold step of inaugurating its first airport flagship store in the Duty Zero by cdf shop at Hong Kong International Airport. The first-of-its-kind boutique
provides travellers with an exclusive collection of products and immersive cognac experiences. It takes inspiration from Château de Bagnolet, a historic French castle acquired by Auguste and Irene Hennessy in 1841. Travellers are treated to the full
range of Hennessy cognac, along with limited editions and exclusive products, such as Hennessy VSOP 200th Anniversary Edition, Hennessy XO designed by Marc Newson and Hennessy XXO Hors d’Âge. The boutique provides an offering
“We are committed to ensuring Courvoisier has its rightful share in the future, especially as it is the most awarded cognac brand.”
Ed Stening,
Global Head of Marketing Travel Retail, Beam Suntory
128 TRBUSINESS
of Hennessy rarities including Hennessy XO Mathusalem 6L and Hennessy Edition Particulière. Products are updated every two months and guests are encouraged by staff to touch, feel and sense the French ‘savoir-faire’. To prolong the tasting experience,
travellers are invited into a VIP room for an initiation of Hennessy Paradis Imperial (a blend of rare 19th and 20th century cognacs) and to discover the secrets behind Hennessy. On opening the door, guests
enter the Château de Bagnolet to discover three chapters. These are Hennessy Saga, Hennessy Savoir- Faire and Hennessy Paradis Imperial. Interactive technologies bring to life the original House of Hennessy in HKIA. Laurent Boidevezi, President of
Moët Hennessy Global Travel Retail commented at the time: “We have been developing interactive and educational approaches to engage with global travellers in Hong Kong International Airport which experiences a large volume in traffic. This makes it the ideal location for this prestigious installation.” On the supplier front, one
company which clearly recognises the potential of the cognac segment is William Grant & Sons (WGS)
One cru, one village... The initial range was set to showcase four single village cognacs, which would be the original expression of one cru, one village, one vintage and one artisan distiller. These were expected to be
supplemented by a further two bottles in due course. Coincidentally, the location of the
2018 launch was also at Hong Kong International Airport in partnership with Duty Zero by cdf. This was on an exclusive basis until the end of last year. Simon Hunter, Chief Executive,
William Grant & Sons commented: “We’re delighted to welcome La Guilde du Cognac into our premium spirits portfolio. “La Guilde du Cognac
complements our brands and opens up an exciting new category for our business. Jean Sébastien’s entire team have a like-minded family approach.” Recognising the continuing
growth of the DF&TR cognac segment in Asia, Europe and America, Ed Stening, Global Head of Marketing Travel Retail, Beam Suntory tells TRBusiness: “We are committed to ensuring Courvoisier has its rightful share in the future, especially as it is the most awarded cognac brand. “We are very proud of this liquid
and will continue to push hard on expanding its consumer base as new consumers enter the market.” «
MAY 2019
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