Fashion
With 40% of its business currently in Asia, and a new commercial office opened recently in Shandong Province, Tsing Tao, Deau Cognac now hopes to build on its relationships with key Asian retailers.
To this effect, the brand will be exhibiting for the second time at the TFWA Asia Pacific Exhibition (Stand A02) and Conference, to continue its expansion into the Asia Pacific travel retail market.
Olivier Hidier, Commercial Director, comments: “Last year was our first time exhibiting at TFWA AP, and we had such a good experience and received such positive feedback, that returning was a given.
“The region is full of opportunities, but remains challenging to break into and secure a strong foothold. Currently, China represents the biggest share of our Asian business, so the recent slowdown in Chinese spend has been tough, but we are optimistic this will return.
Deau will also be showing its Privilège cuvée – a unique blend of Cognacs, slowly matured in ageing cellars.
“Opening our Shandong Province commercial office has enabled us to better service and support the market through our own dedicated sales development team that in turn works very closely with local distributors.”
This year, Deau will be showcasing its Cognac Extra Black, which has been given a ‘facelift’ with a more premium black cover, and gift pack.
“The demand for premium products in the region continues to be strong, so we thought returning to Singapore with a more high-end looking product was important,” adds Hidier.
“The new look cover and gift pack is sure to catch the eye of passers-by, and will look amazing displayed in any retail environment.”
Deau will also be showing its Privilège cuvée – a unique blend of Cognacs, slowly matured in ageing cellars. Aiming to enhance its perceived quality, the cuvée has also been improved, receiving an upgrade to both its look and taste.
The front label has been replaced with an engraving, whilst the blend now sits as a superior VSOP – making it ideal for the region. Also perfect for travel retail are its two Tasting Boxes, beautifully presented, and enabling consumers to try either three, or all six of the main Deau Cognac expressions.
“We may be a small brand in comparison to the main Cognac players, but we have a unique offering, which is quite exceptional, and one we feel is ideal for this channel,” adds Hidier.
“We have seen success in the domestic markets, and we are now looking to replicate this in travel retail; it is a great showcase for further building awareness of our brand, and an excellent platform for which to go to the next level of growth.”
