Elsewhere too, “airlines still represent a fair amount of our travel retail business worldwide. We currently work with major companies on all continents and have new listings this year with ANA, JAL, LATAM, Thomas Cook and Air Australia”.
Deepa MD, who is Pernod Ricard global travel retail brand director for Perrier-Jouët and GH Mumm, sees travel retail as an “attractive channel which provides brands a unique platform to engage with a premium audience in a luxury environment”. Perrier-Jouët Belle Époque continues to be the focus of activity with the new-look Mumm Cordon Rouge and Rosé due to be launched next year.
Bollinger targets the key airport hubs in Europe, the Middle-East and Australasia, says UK brand director Victoria Carfantan. “It’s about visibility and expanding our brand awareness among international travellers. Travel retail is the eighth largest market for Bollinger overall so it’s significant and we see more growth potential.”
“Travel exclusives, price promotions, gift packaging and offering an experience or some theatre in store,” is what Taittinger sees as central, says Lynn Murray, marketing director at Hatch Mansfield, the brand’s UK agent.
In line with this “we produced a special limited-edition bottle for the World Cup in Russia which went into world duty free as a twin-pack exclusive in April/May.
“It’s very much a brand driven sector where customers seek out the reassurance that brands offer,” says Murray.
CHANGING PICTURE
Deutz exports less today, with 40% of its sales outside France, than it did in the 19th century, but that is gradually changing under Fabrice Rosset’s leadership. “Export business will be our priority for years to come and part of that is to establish a strong presence at international airports,” says Rosset. “Aelia/Lagardère is an important partner for Deutz, a great company with a perfect understanding of the culture of the brands it chooses to represent. We’re pleased with the business started with Heinemann too. It’s not in the Deutz DNA to be heavily promoted and even less, discounted. But things such as the three 37.5cl Têtes de Cuvée pack of prestige lines – William Deutz, Amour de Deutz and Amour de Deutz Rosé – is ideally suited for the right, luxury outlet.”
While Deutz believes it is the only house offering half bottles of three prestige lines, at the other end of the market Lanson does a twin pack (0.4l) of Black Label Brut and Rosé – something Giraudière says no-one else is doing – priced at €22.90, which Heinemann positions next to the cash tills, encouraging impulse purchases and leading to regular business throughout the year.
Moët Hennessy sees the travel retail market as an experimental laboratory for brands. Ideas that work here can end up in the high street.
“In retail spaces such as Paris’ Les Caves Particulières and Hong Kong boutiques we can express ourselves fully with a dynamic product offering limited editions for collectors and gifting, as well as Art of Gifting services,” says Boidevezi.
Some domestic markets in Europe may be stagnating but this will continue to be an area of growth.
