Could selling premium spirits in the same way as Rolex watches and high fashion be the key to reaching more consumers?
Rémy Cointreau believes so and is getting traction from establishing Louis XIII Cognac boutiques in China and Europe, as well as a recent pop-up in Singapore.
The first store opened in 2016 in the luxury mall of Shin Kong Place in Beijing, on the same floor as luxury fashion brands Fendi and Louis Vuitton, with the aim of attracting the same clients.
Rémy Cointreau has since expanded the concept - in 2017 its second boutique store opened in collaboration with Harrods in London; another store opened in Xi’an in its Shin Kong Place mall in 2018.
Forbes noted: "Their new project, led by global executive director, Ludovic du Plessis, is simple yet genius – Create Louis XII branded boutique stores across the globe. Now, the team controls the entire customer experience and delivers the brand's message perfectly."
That experience includes tastings of rare premium spirits and special food pairings prepared by an executive chef. Each boutique features The Century Wheel, with 100 lights representing each year in the century it takes one bottle of Louis XIII to age and creating an interactive experience that brings the ageing process of the cognac to life, in a spectrum of “cognac shades”.
"When I first tasted Louis XIII, that was it for me," du Plessis explained. "I knew that there was and never will be anything like it and bringing that experience to consumers is my job. The more we can control how the amazing story is told, the better. With the Louis XIII boutiques storing we now can. If Ferrari and Rolex can have their own stores why not premium spirits brands?"
Louis XIII pop-up premium spirits boutique in Singapore
Rémy Cointreau Global Travel Retail partnered with DFS Group and Changi Airport Group in September to unveil a “new generation” Louis XIII pop-up boutique, at the airport’s Terminal 3 Departure Hall.
Share the content
