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Deau reacts to ‘huge’ TR Cognac demand

Deau Cognac has updated the look and taste of its Privilège brand ahead of the IAADFS Duty Free Show of the Americas after seeing “huge demand” for the category in the region.

Deau Cognac is seeing “huge demand” for the category in the Americas region.
Deau Cognac is seeing “huge demand” for the category in the Americas region

The Privilège blend of slow-matured Cognacs is now a VSOP, and the bottle’s front label has been replaced with an engraving. The product is now also available in a 75cl format.

Privilège had only been available in sizes under 70cl, which prevented Deau from exporting the brand to the Americas.

“There is a huge demand for Cognacs like Privilège in this region,” said Olivier Hidier, Deau Cognac commercial director. “Upping the capacity size of the bottle also allowed us to enhance other aspects, including a heavier cork cap, and engraved glass that makes for easier reading, and adds to the natural elegance of the decanter.”

In addition to the Privilège 75cl bottle, updated VS and VSOP decanters will also be exhibited at IAADFS.

“Our portfolio is driven by our sumptuous decanters of XO, and it was decided that we should apply the same approach to the VS and VSOP market to ensure younger qualities like these have the same upmarket look,” Hidier continued.

The redesign brings “more personality” to the VS and VSOP expressions with a “crafted touch” label, a cork cap and a personalised stain capsule.

“We have seen great success in domestic markets, and we can see there is further potential for Deau Cognac in travel retail markets – which we see as a great showcase and platform for further building awareness of our brand,” he continued.

“The Americas is an important region for us, so we are thrilled to be showcasing our portfolio of Cognac’s at the IAADFS, and hopeful that we can expand our distribution in the region.”

Deau Cognac is exhibiting at stand 638 at IAADFS, which takes place at the Orlando World Center Marriott from 3-6 April.

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