Sensory experiences at Schiphol Airport

By Doug Newhouse |

In collaboration with distributor, Maxxium Travel Retail, Beam Global Spirits & Wine is raising the profile of Courvoisier amongst travellers at Amsterdam’s Schiphol Airport, through increased visibility by highlighting its sensory experience, Le Nez de Courvoisier.

Supported by a gift-with-purchase promotion of Cognac snifter glasses or a silk scarf, the event runs until the end of April at five stores in the airport, including the Lounge 1, Lounge 2, Lounge 3, Vizzit and Holland Boulevard shops. 

Courvoisier window displays, pillars, display units, educational point of sale and floor graphics are designed to heighten visibility and draw consumers to purchase. 

EDUCATIONAL VALUES
At the Lounge 1 and Lounge 3 shops, trained Courvoisier hostesses and brand ambassadors are sharing the history and heritage of Courvoisier with customers and taking them through Le Nez de Courvoisier, a sensory experience which is designed to help them to understand the complexity of Cognac, while promoting ‘a greater appreciation of the highly aromatic, lightly oaked and well-balanced style of Courvoisier’. 

Le Nez de Courvoisier, is presented as a display unit with three flutes that release the three key aromas encapsulated in Courvoisier XO, candied orange, crème brulée and iris flowers.

Beam’s Marketing Manager for European Travel Retail, Monica Hart said: “Together with Maxxium, we are committed to investing in Courvoisier to raise its profile in travel retail and showcase the brand as innovators and leaders in the category. 

“Le Nez de Courvoisier encourages consumers to fully appreciate this luxury brand through the sense of smell and trade up consumers to higher marques, increasing value for Courvoisier and the category.”

 

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