Gautier Cognac to reveal new brand designBy Melita Kiely
Marie Brizard Wine and Spirits (MBWS) is set to unveil a new packaging design for Gautier Cognac as it readies to give the brand a fresh push in travel retail.
As Maison Gautier celebrates its 260th anniversary this year, the company hopes the new brand design and packaging will “better express the Cognac’s unique qualities and heritage”.
“We have a real gem in Gautier Cognac, with fantastic heritage and a 260 year history that we want to share with the world,” said Kevin Baker, MBWS global travel retail director.
“Couple this with its amazing record of awards every year, including Best Cognac, and you’ll understand why I believe it is the perfect brand for travel retail.
“With this history, these awards, and a willingness to invest in the right brand exposure activities, Gautier Cognac provides a tremendous opportunity for profitable sales.”
The full range of Cognac expressions – including VS, XO, Gold and Blue – will be revealed at TFWA World Exhibition in Cannes later this month, alongside the first stages of the new design.
Baker added: “TFWA World Exhibition is being used as a forerunner to the new look launch – we will be using new background visuals and communication tone to set the scene for what will be a major announcement later this year.”
Baker was named MBWS global travel retail director in September 2015.