A JOURNEY OF LUXURY
Courvoisier opens first-ever standalone boutique
Maison Courvoisier has partnered with China Duty Free Group to open its first-ever standalone boutique in the magnificent cdf Haikou International Duty Free Shopping Complex.
The boutique takes inspiration from ‘Joie de Vivre’, Courvoisier’s embodiment of the French belief of savouring life’s true pleasures. Designed by the Parisian agency, Malherbe, the new boutique is the perfect introduction to this world, as it invites spirits drinkers of all kinds to consider Courvoisier as a drink for all occasions.
The boutique’s interior is designed in a white trellis structure that was inspired by 18th century French royal gardens. The entryway is decked out in blooming flowers that leads to an indoor garden that evokes Courvoisier’s vibrant and floral ‘Cognac in Blossom’ house style. Here, shoppers can discover the Maison’s ultra-premium Cognac collections.
“We’re thrilled to bring the spirit of ‘Joie de Vivre’ to our fans in Hainan, as they embark on a journey of luxury and the finest cognacs at this boutique”
— MAISON COURVOISIER MANAGING DIRECTOR JON POTTER
Shoppers are invited to explore Courvoisier’s Cognacs through sampling and interactive digital elements. It offers exclusive tasting sessions that invite shoppers to discover the extensive Courvoisier prestige collection, with a special focus on the Courvoisier XO Royal and Courvoisier Extra expressions.
The Haikou boutique is one of the first locations to offer the Courvoisier Mizunara expression, the result of a collaboration between the Cognac House and House of Suntory. The sampling session will soon be bookable via Courvoisier’s travel retail-dedicated web application.
In addition, visitors can enjoy complimentary tastings of Courvoisier’s core range. The tastings offer the Cognacs either neat or mixed into signature cocktails such as the ‘Courvoisier Gala’. Mixology lessons are also available, immersing shoppers into the art of French hospitality by teaching them how to create a Courvoisier Gala cocktail.
A dedicated gift wrapping station adds premium gifting appeal and offers sophisticated gift wrapping done via a ten-step process and handled with macrame gloves.
Extensive personalisation options are also available in-store and includes a selection of charms, bespoke stickers, hand-written gift cards and multi-coloured ribbons centred around Courvoisier’s signature deep red colour palette.
Commenting on the milestone opening, Courvoisier Managing Director Jon Potter said: “We’re thrilled to bring the spirit of ‘Joie de Vivre’ to our fans in Hainan, as they embark on a journey of luxury and the finest Cognacs at this boutique. We will continue to unveil more exciting news for Courvoisier and our wider portfolio in the months to come.”
“We’re thrilled to see the launch of Courvoisier’s first ever boutique open at the acclaimed cdf Haikou International Duty Free Shopping Complex,” added Beam Suntory Brand Marketing Director Global Travel Retail Manuel González.
“Hainan is an incredibly coveted space and bridges the gap between simple pleasures and elegance. We can’t wait to provide our shoppers with this magnificent immersive experience that offers luxury at its finest. The exclusive boutique represents our commitment to the premiumisation of our brand offerings.”
The store is one of the first to offer the Mizunara expression, a joint project between Courvoisier and House of Suntory
Premium gifting: Elegant red packaging, ribbons and gift cards make up the Courvoisier ten-step gift-wrapping process
“Hainan is an incredibly coveted space and bridges the gap between simple pleasures and elegance. We can’t wait to provide our shoppers with this magnificent immersive experience that offers luxury at its finest.”
— BEAM SUNTORY BRAND MARKETING DIRECTOR GLOBAL TRAVEL RETAIL MANUEL GONZÁLEZ
Spotlight Series - January 2023