William Grant & Sons (WGS) will launch four expressions from its La Guilde du Cognac collection into travel retail later this month. They will be available exclusively through Duty Zero by cdf at Hong Kong International Airport (HKIA).

The move follows last month’s announcement of a formal partnership between WGS and La Guilde du Cognac at the TFWA World Exhibition in Cannes. The two companies have combined to build business in the Cognac segment through La Guilde du Cognac’s products, which are distilled from single terroirs with each liquid the product of one village.

The La Guilde du Cognac collection will be sold exclusively through Duty Zero by cdf at HKIA for the remainder of 2018.

WGS said that its choice of HKIA for the initial foray of the products into duty free was based on a growing Cognac category in Hong Kong and the airport’s relevant passenger profile.

The promotional campaign will highlight the single village proposition.

The launch – which will be supported by two promotion spots at HKIA highlighting the single village proposition – will also mark the La Guilde Du Cognac brand’s first entry into a market outside Europe. Currently the brand is only available in limited quantities in France, Spain and Portugal through Renaissance Spirits.

“We could not ask for a better environment in which to launch this superb collection of four single terroir Cognacs.”

Four single terroir Cognacs from the La Guilde du Cognac collection will be sold exclusively through Duty Zero by cdf at HKIA for the remainder of 2018, before being progressively rolled out to global travel retail markets next year.

WGS Managing Director, Global Travel Retail Ed Cottrell said: “China Duty Free Group and Lagardère Travel Retail’s joint venture Duty Zero by cdf really is setting a new benchmark for liquor sales.

“The new look retail space has been fantastically renovated and provides an ideal space for launching a discerning product range such as La Guilde du Cognac. We could not ask for a better environment in which to launch this superb collection of four single terroir Cognacs.”

Lagardère Travel Retail Hong Kong Head of Liquor Category Management Scott Hamilton said: “When we opened Duty Zero by cdf we made a pledge to offer travelling consumers the most comprehensive liquor and tobacco selection, championing and recognising not only world-class brands but those – like La Guilde du Cognac – which bring something new, different and innovative to the product mix.”

Of the partnership with WGS, La Guilde du Cognac founder Jean-Sébastien Robicquet said: “I am impressed by William Grant & Sons’ approach to carefully nurture their brands in key markets. La Guilde du Cognac tells an original and emotional story about Cognac – a story of men, choices and provenance. I am delighted to see the first step of this journey taking place in Hong Kong airport.”