INTERNATIONAL. Rémy Cointreau Global Travel Retail has specially selected six travel retail outlets to present the new Piper-Heidsieck Rare collection, previewed at the TFWA World Exhibition in October 2008.
New York JFK Airport and Singapore Changi Airport (through DFS), together with Tokyo Haneda Airport (JATCo), were the first locations to host the new promotional Piper-Heidsieck Rare concept. Hong Kong International Airport (Sky Connection), Incheon International Airport (Lotte) and Paris Charles de Gaulle Airport (Aelia) joined the lineup early this year.
The six locations were selected for being “prominent travel retail outlets with established markets for super-premium champagnes”, said Rémy Cointreau Global Travel Retail.
The new concept is intended to strengthen the image of the Piper-Heidsieck brand, reinforce its credentials of heritage and excellence, and stimulate sales by creating a “˜wow’ factor.
Hong Kong International Airport (top) and Paris Charles de Gaulle Airport (above) are just two of the six travel retail locations exclusively chosen by Rémy Cointreau Global Travel Retail to present the new Piper-Heidsieck Rare collection
The luxury promotional activations consist of illuminated black gondolas and walk-in stands with gold-coloured emblems and lettering, highlighting the black and gold bottles of Piper-Heidsieck Rare. Information about the characteristics of the champagne is displayed for the consumer’s knowledge and trained promotional assistants are on hand to provide advice.
Each of the three travel retail exclusive cuvées – Piper-Heidsieck Rare Vintage 1999, Vintage 1988 and Vintage 1979 – is the product of distinct climatic conditions which contribute to its unique character, the company said.
The three cuvées were created by award-winning winemaker Régis 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 story of the vintage champagne, have also been designed to complement the product.
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