Travel Retail and Duty Free Business Intelligence    Saturday 29 November 2014

SPIRITS AND WINES

Pernod Ricard launches limited edition Pernod Kitsuné at Geneva Airport

Published: 05/03/13

Source: ©The Moodie Report

By Colleen Morgan, Special Correspondent

Pernod Ricard Travel Retail has launched its limited edition bottle, Pernod Kitsuné (pictured right in our unique Moodie Magnifier), in Nuance stores at Geneva International Airport.

Mouse over to view Pernod Kitsuné in detail
As reported, Pernod Kitsuné is the result of a partnership between Pernod Absinthe - said to be the first commercial absinthe to be distilled - and Maison Kitsuné, a French electronic music and fashion label influenced by Japanese culture.

Only 1,805 bottles were created; 600 of these are available in travel retail, with the initial launch in Zurich Airport last year.

The Geneva sampling campaign, which started in February and will run until the end of March, is said to be the brand’s biggest promotion in European travel retail.

The in-store display aims to provide optimum brand visibility within the airport’s high traffic area and features the Pernod Absinthe Fountain Ritual, which is said to demonstrate the authentic way of preparing absinthe.

Consumers are invited to sample the Pernod Absinthe Green Beast Cocktail - a mixture of Pernod Absinthe, fresh lime juice, water, cucumber slices and syrup served over ice - created by mixologist Charles Vexenat. On purchase customers will receive the Maison Kitsuné 'Absinthe Edition' compilation CD, produced to celebrate the collaboration between the two brands.

Pernod Ricard Travel Retail Europe Assistant Brand Manager Libby Wilding said: “Following the significant success of Pernod Kitsuné in Zurich we are excited to launch this limited edition bottle in Geneva during the airport’s busiest period. Pernod Kitsuné’s unique design lends itself to developing memorable sampling campaigns in the travel retail channel to drive consumer consideration and conversion to purchase rates.”

About Pernod Absinthe

Pernod Absinthe was first created in 1805 and grew to be a popular aperitif in France in the early 19th century. Inspired by a medicinal formula containing Artemisia absinthium, otherwise known as grand wormwood, Pernod Absinthe was created by Henri-Louis Pernod in 1805. The taste is derived from delicate flavours and aromas from more than 12 specially selected herbs, giving a fresh, aniseed taste. Unlike other aniseed drinks, Pernod Absinthe does not contain added sugar and has a high level of alcohol by volume.

Pernod claims to be the first company to found an absinthe distillery and is the most widely exported anise brand in the world, with a presence in more than 100 countries in all five continents.

The sampling campaign with Nuance at Geneva International Airport is said to be Pernod Absinthe’s biggest activation in European travel retail to date