Deau Cognac is positioning itself as “a
real alternative” to the better known brands available in travel
retail in terms of look, quality and positioning. With 40% of its business
currently in Asia – and a new commercial office recently opened in Zhuhai –
Deau is building its business in the region.
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| Deau Cognac Privilege |
Deau has a long history, dating back to
1685 when Louis Deau settled in the region as a wine grower, ultimately
discovering pot stills. Today the domain – covering over 40 hectares of land – is owned by the Bru Legaret family, with Véronique Bru Legaret at the helm.
Originally Deau sold its eaux-de-vie to
other major Cognac players in the market for their own use. But in 2012 the
family decided to market the spirit under its own label. In just three years,
the Deau core range of six Cognacs – Collection VS, VSOP, Napoleon, XO, Black
and Louis Memory – has won many awards, including International Wines &
Spirits Competition, World Drink Awards, San Francisco World Spirits
Competition and the Chinese Wine & Spirits Association. The company has also
won awards for its sail-shaped decanters which give the range a particularly
luxury appeal and positioning.
Competing at the top end of the market
Deau is aiming to
compete at the very top end of the market with its Deau Cognac Privilège, a blend
of Cognacs selected by its Master Blender and slowly matured in the five ageing
cellars; and Deau La Vie en Or, which stands for “the life in gold” or simply,
Deau LVO Cognac). Originally introduced as a Christmas and New Year offering in
2012, Deau LVO is presented in a decanter layered with gold leaf that was
commissioned by Parisian fine jeweller Arthus Bertrand. Also available are two upscale tasting boxes,
enabling consumers to try either three or all six of the main Deau Cognac
expressions.
Said export director Olivier Hidier: “Deau
is presenting itself as a true alternative brand, offering the prestigious and
luxury values of Cognac that have always been promoted by our peers, but with
the addition of our own USP in terms of look, quality and range.
“We believe the potential for Deau in
travel retail is excellent. We recognise our main challenge is that, while Deau
is a very old French house, we only started exporting under our own label in
2012 and therefore there is still a lack of brand awareness. But that is
changing. We are strong in Asia and are growing in North America, Europe,
Russia and the Middle East. We see travel retail as a great showcase and
excellent platform from which to build the name of Deau.”
