Duty Free Philippines lists Beschle

By Administrator |

Swiss chocolatier Beschle has announced that Duty Free Philippines (DFP) has listed the brand at Manila Ninoy Aquino International Airport in Terminals 1 and 2, in addition to DFP's off-airport Fiesta Mall, which is located

a short distance from the airport.

The company says that the listing marks the fourth generation family-owned company's debut in the Philippines.

Beschle says it is presenting a core range from its Grand Cru bars as well as its exclusive Travel Retail Collection of handmade truffles.

Cornelia Maeder, Travel Retail Director for Beschle said: ‘The Philippines is an interesting market for us. Traditionally there is a strong market here for mass confectionery brands, plus a small number of premium brands. The luxury and high luxury segment is relatively new in the Philippines and we will be one of very few brands represented in this segment.

‘Beschle is already popular with Korean and Japanese consumers, so we anticipate a similar response in this country.’

The company adds that staff training and product knowledge are the key focuses for Beschle in travel retail. Earlier this month, 20 DFP staff received full product and category training, which Maeder insists is crucial for the Beschle brand in travel retail.

‘For this segment of the market, it is vital the sales people are well informed about the product, the luxury ingredients and the craftsmanship behind Beschle.

‘It is a relatively unknown brand outside of Europe, so we must inform both the retailers and the customers in international markets. Training is time consuming and costly, but worthwhile as it benefits both Beschle and the retailer.’

Commenting on the development at the in-store launch Mrs. Poyee S. Zerrudo, General Manager, EDF, and Mrs. Minnie G. Santos, Buyer, EDF said the main reason for choosing Beschle was the ‘distinctive quality of the Swiss handmade chocolates, combined with the luxurious packaging and creative variety in flavours.’

The official launch of Beschle in the Philippines took place on February 18 and was attended by many guests, including Mrs Melanie Zoref, Trade Officer, Embassy of Switzerland, Manila.


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