R?my Cointreau Global Travel Retail has selected six travel retail outlets with established markets for super-premium Champagne to showcase its new Piper-Heidsieck Rare collection which was previewed at TFWA World Exhibition in October 2008.
DFS Group stores in New York JFK and Singapore Changi airports, plus JATCO in Tokyo were the first locations to host the new promotional Piper-Heidsieck Rare concept. This aims to strengthen the image of the Piper-Heidsieck brand, reinforce its credentials of heritage and excellence, and stimulate sales by creating a ?wow? factor for the brand.
Hong Kong International Airport's Sky Connection, Seoul Incheon's Lotte Duty Free and Aelia at Paris Charles de Gaulle joined the elite group early this year.
The company said: ‘The luxury promotional activations consist of specially designed, illuminated black gondolas and walk-in stands with gold-coloured emblems and lettering which display the distinguished black and gold bottles of Piper-Heidsieck Rare to perfection. Information about the unusual characteristics of the Champagne is displayed for the enlightenment of the consumer and trained promotional assistants are on hand to provide advice.
‘Each of the three travel retail exclusive cuv?es ? Piper-Heidsieck Rare Vintage 1999, Vintage 1988 and Vintage 1979 – is the product of extraordinary climatic conditions which contribute to its unique character.’
The company added that the three cuv?es were created by the company?s award-winning winemaker, R?gis Camus, who was named ?Sparkling Winemaker of the Year? for the third year in the International Wine Challenge 2008.
High quality coordinating gift boxes, which open to reveal the legend of the vintage Champagne, have also been designed to complement the product.