Le Barteleur to launch ready-to-drink cocktails into GTR with JP Aucher

By Faye Bartle |

Le Barteleur cocktails.Paris-based premium ready-to-drink (RTD) craft cocktails producer Le Barteleur is set to introduce four sought after expressions into travel retail this year in partnership with industry consultant Jean-Philippe (JP) Aucher.

The made-in-Paris cocktails – Negroni, Manhattan, Mai Tai and Hanky Panky – have won a string of awards between them, including a Gold and Double Gold accolade at the Women’s Wine & Spirits Awards, and are expected to be a hit for gifting.

“From a very early stage in Le Barteleur’s development we believed our premium cocktail product would be a perfect fit for the travel retail market,” said Le Barteleur co-founder Nicolas Varnier.

Le Barteleur Negroni.

Le Barteleur Negroni.

“Now that we are strongly established in some domestic markets, it seems the ideal time to enter travel retail as the travel industry resurges post-Covid.

“In JP Aucher, we believe we have appointed someone very well-respected in the trade who knows the travel retail market inside out.

“He has a great belief in what our product can achieve in the channel, and we are excited to start working with him to achieve our ambitions.”

Le Barteleur, which launched in 2019, targets its drinks towards the 25- to 60-year-old age group and the cocktails are currently available in European domestic markets including Denmark, Switzerland, Germany and Belgium.

The range has a number of attributes that lends well to the channel, with no best before date and no need to refrigerate or drink within a certain time once opened.

The brand is aiming to be present in 15 markets in the next few years, including locations in the travel retail sector.

“Ready-to-drink cocktails is a hot category at present and Le Barteleur offers a range that is of the best quality,” said JP Aucher.

“With travelling consumers looking for something different, unique and within their budget, this is the perfect offer for airport, cruise and inflight retail.”

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