Hennessy in new gifting initiative

Dermot Davitt

Print Article E-Mail Article E-Mail Author

Leading cognac house Hennessy has unveiled new exclusive gift packs and in-store furniture for travel-retail

The Exclusive Collection features two twin-packs. The XO Experience contains 20cl bottles of Hennessy's XO and Grande Champagne variants, and is priced at Eu80 ($100). The Rare Experience, priced Eu130 ($162.50), also contains Hennessy XO plus the ultra-premium Paradis Extra. Both packs are being presented to the trade at TFWA World Exhibition this week and the supplier plans to introduce the packs in selected airport outlets in January.

Hennessy's new merchandising units focus on the company's high-end cognacs and have already been rolled out to 16 airports including Hong Kong International, Shanghai Pudong, Guam, Taipei Chiang Kai-shek and Frankfurt. Business development director Asia/Pacific and travel retailing Frederic Noyere said the initiatives were evidence of Hennessy's commitment to the channel. "We are extremely serious about travel-retail and we recognise that it is very important, not so much in terms of volume but of ensuring that our brand is visible and impeccably presented. We don't want to be present at any cost; it is about value, not volume. As market leader it is our duty to innovate and we are now finding retailers who share our view."

More on Hennessy's latest initiatives will appear in DFNI November 1.