Cocktail time: Le Barteleur set to launch in global travel retail

Le Barteleur, the Paris-based premium ready-to-drink craft cocktails producer, is launching four expressions into travel retail in partnership with industry consultant Jean-Philippe (JP) Aucher.

As reported, Aucher departed Stoli Group in January 2022 after a 12-year tenure as Global Travel Retail Director. He is representing a curated portfolio of spirits brands with his new consultancy JP Global Travel Retail.

Aucher believes the Le Barteleur quartet – Negroni, Manhattan, Mai Tai and Hanky Panky – is a “great fit” for the channel.

Introducing Le Barteleur: Four ready-to-drink cocktails which are set to enter global travel retail

The brand’s name takes inspiration from The Bateleur, the first tarot card dating back to the 15th Century. The drinks have no best before date, need no refrigeration and do not need to be consumed within a certain time once opened.

Targeting consumers aged 25 to 60 years, Le Barteleur was launched in France in 2019. Its products are available in selected European domestic markets including Denmark, Switzerland, Germany and Belgium. The brand is eyeing expansion into 15 markets, including travel retail, over the next few years.

Le Barteleur Co-founder Nicolas Varnier said: “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. 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.”

JP Aucher commented: “Ready-to-drink cocktails is a hot category at present and Le Barteleur offers a range that is of the best quality. With travelling consumers looking for something different, unique and within their budget, this is the perfect offer for airport, cruise and inflight retail.”

The Le Barteleur cocktail range includes:

  • Negroni (27% ABV) with gin, bitter and vermouth, and aromatic plants
  • Manhattan (26% ABV) with whisky, vermouth and bitter, vanilla, honey notes and red fruit
  • Mai Tai (27% ABV) with white and dark rums, lime, orgeat and flavours of kumquat and yuzu
  • Hanky Panky (23.5% ABV) with gin, vermouth, amaro and ginger notes

To see the range in Cannes from 3-6 October please contact JP Aucher on +33 6 77 11 21 06.

Food & Beverage The Magazine eZine