Rémy Martin unveils TR pop-up in ParisBy Kristiane Sherry
Rémy Cointreau Global Travel Retail (GTR) has partnered with Lagardère Travel Retail to open its first Rémy Martin Cognac pop-up store at Paris Charles De Gaulle Airport.
The 29 sqm retail space is located in Terminal 2E S4 and will showcase Rémy Martin and Louis XIII products until the end of February.
An “Opulence Revealed” table, close to the entrance of the store, offers passengers a multi-sensory, interactive tasting experience based on two travel retail exclusive Cognacs from the Cellar Masters Selection: Cellar n°16 and Cellar n° 28.
Customers can nose and taste both Cognacs alongside a selection of “elements” including flowers, fruits, nuts and spices, selected to help them identify flavour profiles in the liquid.
Trained brand ambassadors will be present to share production information from grape harvesting through to distillation, maturation and blending.
Other Cognacs from the House of Rémy Martin will also be available from the pop-up, including the European debut of Rémy Martin Carte Blanche à Baptiste Loiseau No.1. In addition the first decanter from the Louis XIII Time Collection will also be in-store: The Origin – 1974. The hand-made decanter is presented in a metal case with a woven texture, a reinterpretation of the wicker baskets that were historically used to transport Louis XIII.
“Travelling consumers have demonstrated a passion for unique and innovative brand experiences which allow them to engage directly with the suppliers of spirits that catch their eye, to taste them in a relaxed and informal setting, and to learn a little more about their heritage,” said Sabine Fagan, executive VP purchasing, Lagardère Travel Retail.
“An airport, where shoppers have a little time to dwell, is an ideal theatre in which to conduct such a performance and we are sure that the delightful Rémy Martin pop-up will be a wonderful addition to the retail area.”
François Van Aal, regional director EMEA, Rémy Cointreau GTR, added: “In the cellars of Rémy Martin we are blessed with excellent reserves of eaux-de-vie which offer our Cellar Master Baptiste Loiseau a thrilling range of blending opportunities.
“The pop-up at Paris CDG airport provides us with the perfect occasion to invite consumers to enjoy an intimate tasting and food pairing experience of some of the most extraordinary expressions to emerge from those cellars.”
This week Rémy Cointreau announced its 9-month 2016/17 year-to-date sales were up 6%, driven by 11.2% organic gains made by the Rémy Martin brand.