Among its wide-ranging portfolio of brands exhibited at TFWA World Exhibition last month, Belvedere Group introduced the latest expression from Gautier Cognac, designed to attract younger people passing through the travel retail channel.

 

G. by Gautier intends to shatter preconceptions of Cognac as an older person’s drink, beginning with its dazzling presentation in a luminous pink, disco ball-style bottle designed to evoke nights on the dancefloor and the club scene.

 

The launch is being supported by worldwide activations and merchandising while the marketing campaign positions G. by Gautier as ‘the perfect spirit for a variety of cocktails’. Featuring warm vanilla notes and an ‘explosive, round and spicy mouth’, the brand claims the Cognac ‘creates a new dimension for bold cocktails,’ and offers consumers three exclusive recipes to try out at home: ‘G club’, ‘The Aphrodite’ and ‘The G bomb’.

 

Olivier Bernazeau, General Manager, says, “TFWA World Exhibition was the perfect opportunity to put our products in front of key buyers and industry figures. Cognac is known for its traditional consumption but with our new G. by Gautier offer we aim to make cognac more appealing to young men and women.

 

“With mixology currently leading the growth of the spirits market, we believe launching G. by Gautier will break new ground in the Cognac category.”