Chabot Armagnac introduces new wall-bay unit in Duty Zero store at HKIA

By Andrew Pentol |


The world’s first one metre wall-bay features Chabot’s royal red colour and a gold framework.

Chabot Armagnac in partnership with London-based creative agency Big Bad Wolf has introduced a wall-bay merchandising unit for duty free products at Hong Kong International Airport (HKIA).

The company commissioned Big Bad Wolf earlier this year to produce a new global travel retail merchandising tool kit designed to help communicate the brand’s DNA to the consumer.

Installed in the Duty Zero by cdf store at HKIA, the world’s first one metre wall-bay features Chabot’s royal red colour and a gold framework including the Fleur de Lis. It is encased with the Chabot ‘C’, which forms part of the product’s logo. It also features a prominent display of the brand strapline — ‘Discover Rich Layers of Flavour’.

Chabot-Gondola-longThe new GTR tool kit emphasises the words of that strapline and focuses on the three pillars of the Chabot brand. These are noble (its links to French nobility), terroir (its provenance in Gascony) and craft (its refined brandy creation process).


Big Bad Wolf Founding Partner Philip Handley said: “This is a truly unique creative project we have completed for Chabot. In the briefing stage the brand really came to life through the words of the incredibly passionate owner, Kathleen Gentzbourger, who captivated us with the wonderful stories behind the bottle. It was then we knew exactly what was needed.

“The wall bay at HKIA is the first of the new physical assets we are introducing with Chabot in travel retail and we feel it really brings out the bold personality of this great brand.”

Gentzbourger added: “We wanted to commission an agency that really understand our brand and in Big Bad Wolf we certainly found that. We’re very proud of this new installation at Hong Kong with Duty Zero by cdf and are confident it will play a big part in returning incremental sales figures for Chabot in this location.”

Scott Hamilton, Business Director, Spirits, Wines and Beer, Asia, Lagardère Travel Retail commented: “It’s great to see our brand partners upping their game and producing fantastic point of sale materials such as this new wall-bay. We feel it strongly brings out the brand values of Chabot and we are confident it will contribute significantly to the brand’s sales performance.”




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