Thursday, June 04, 2009

Exciting news. The Le Nez de Courvoisier idea is gaining momentum. Recently, thanks to Amy Neville-Eliot and her Global Travel Retail team, Courvoisier created a Le Nez installation in Charles de Gaulle aiport in Paris.

The installation focused on bringing the three key aromas - creme brulee, candied orange and iris flowers - in Courvoisier XO to life through scent. To add more engagement the aromas are complimented by music created especially by Lauent Assoulen who is able to create the sounds of smells. The combination of music and aroma helps to demysify the complex aura that surrounds cognac. Each aroma is traced back to a different part of the cognac production process. For instance creme brulee comes from the way the barrels are toasted and iris flowers comes from the borderies cru.

Courvoisier Global Travel Retail Marketing Manager Amy Neville-Eliot said: “The Le Nez de Courvoisier programme provides us with an opportunity to bring to life the Cognac experience, by using sight, smell, and sound to maximise the pleasure of the tasting. Securing this site in Charles de Gaulle during the month of March was a great opportunity to launch the concept to the travel retail consumer. We are now looking at ways to roll it out with other travel retail customers in Europe.”

An extract from the Moodie report says:

"Philippe Lanusse, Senior Buyer at French airport retailer Aelia, commented: “We were delighted to launch the Le Nez de Courvoisier programme to the travel retail consumer in Charles de Gaulle Airport. It is a refreshing, new concept that allowed us to engage with potential Cognac consumers on a new level. The fully interactive experience gives them the opportunity to have fun whilst learning more about Cognac.”"

The installation was also covered on Trend News.

It's great to see such an exciting idea being rolled out. Last summer we created Le Nez training kits for our sales force and in December we create a Le Nez nosing experience at a Future 500 event.

In the pipeline is a Le Nez session at Tales of the Cocktails in New Orleans and many more exciting projects.


Easy French Food said...

How cool is that? I love this idea. The installation must be in the part of the airport for travelers only (that's where the duty free shops are). Too bad for me - seems like I'm going to CDG all the time, but never getting on that darn plane myself. Wonder if they have another installation in Paris. Anyway, it's perfect for an airport! Thanks for the interesting info.

Browners said...

@ Easy French Food - Glad you like it. I'm not sure what the plan is, but you might well see more of these Le Nez installations across Europe.

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