Travel Retail and Duty Free Business Intelligence    Saturday 02 August 2014

AIRPORTS

DFS sets new standards with stunning Master of Spirits II event

Published: 01/04/12

Source: ©The Moodie Report

By Martin Moodie and Melody Ng in Singapore


SINGAPORE. DFS paid extraordinary homage to some of the drinks industry's greatest names as Master of Spirits II began on Saturday in Singapore.

The event, held in association with Changi Airport Group, is described by the retailer as “Asia’s largest collection of rare and exclusive spirits, wine and Champagne”.

The proceedings featured a packed press conference attended by media from around the region – including a sizable contingent from China – a series of spirits and Champagne ‘Master Classes’ conducted by brand specialists, and the coup de grâce, a superb evening at Singapore’s Grand Hyatt where the product line-up was presented in a stunningly elegant environment created especially for the event.

Speaking at the press conference, DFS Group President of Merchandising and Marketing Philippe Schaus noted: “This event takes our guests on a luscious journey of discovery into the world of spirits, wine and Champagne."

DFS Group President Stores and Business Development Michael Schriver said: “Through our diverse product offerings and dedicated personalized services as well as the strong business partnerships we have built through our history, we will continue to set the standard in global luxury retail.”

Master of Spirits II is unveiled: (L-R) Global Vice President Spirits, Wine, Tobacco and Food John Hoover; Managing Director South East Asia and the Middle East Craig McKenna; Director of Merchandise – Spirits Brooke Supernaw; President Global Merchandising Harold Brooks, and DFS Group President Merchandising and Marketing Philippe Schaus
The journey will continue through April at Singapore Changi Airport Terminal 3 as global travellers gain the opportunity to partake in this luxury experience and discover the rare collection.

The Moodie Report was privileged to be on hand for yesterdays’ proceedings, which were attended by an estimated 300 guests, DFS executives, some 27 brand ambassadors and selected media [we’ll bring you a full report, video and Picture Gallery in coming days, plus a major review in the next issue of The Moodie Report Print Edition].

DFS Group President Merchandising and Marketing Philippe Schaus speaking at the press conference: “This event takes our guests on a luscious journey of discovery into the world of spirits, wine and Champagne”
DFS Group President Stores and Business Development Michael Schriver: “Through our diverse product offerings and dedicated personalized services as well as the strong business partnerships we have built through our history, we will continue to set the standard in global luxury retail”
The Moodie BlogA DFS Master class
Through this great concept, DFS is taking wine & spirits retailing to a new, heady and altogether unprecedented level
More on The Moodie Blog
Master of Spirits II features 84 products from 50 of the world’s top brands, worth collectively over a million US Dollars, according to DFS President Global Merchandising Harold Brooks.

The line-up included a number of rare and exquisite specialty wines, as well as many of the world’s most exclusive numbered selections, some of which were created exclusively for Master of Spirits II.

At the end of the evening, Brooks told The Moodie Report: “It shows the retail community and, most of all, the customer community what DFS has to offer, both from a product and brand perspective.

"I have to say, walking through this room tonight brought tears to my eyes, just to see how everyone had pulled together to show and highlight the products in an environment that we are just so proud of. [It featured] beautiful products, many, many years in the making – just incredibly special.”

Johnnie Walker Blue Label Global Brand Ambassador Jonathan Driver leads the Johnnie Walker master class
Jonathan Driver introduces the Diamond Jubilee by John Walker & Sons, marking The Queen’s 60th year on the throne
The Dalmore Master Blender and Distiller Richard Paterson highlights The Dalmore 1926, a unique and magnificent product which, at S$300,000, ranks as the most expensive bottle on offer at Master of Spirits II
Chabot President Marc Gentzbourger proudly presents the Chabot Paradis Collection
Changi Airport Group Executives Nicole Foo, Chandra Mahtani and Lim Peck Hoon enjoy an amazing evening with DFS Chairman and CEO Ed Brennan and The Moodie Report Founder & Chairman Martin Moodie
DFS Group's Michael Schriver raises a toast to the magnificence of Château Petrus
When Dom Pérignon and Krug are the pouring brands you know you're entering the world of luxury
A vintage moment as Cyril Camus (left) and Frédéric Dezauzier of Camus show an exquisite1940 Cognac
Master of Spirits II Singapore is the first stop in 2012 for DFS Group’s Master Series – an unprecedented programme of signature events which includes, among others, ‘Masterpieces of Time, dedicated to fine timepieces. DFS said: “The Masters Series is a gateway to a limitless world of luxury, not just in spirits, wine and Champagne, but also across diverse product offerings such as luxury fashion, beauty care, time pieces and jewellery.”

National Salute by Luzhoulaojiao, a hallmark of China’s traditional distilling process
Jean-Michel Cochet presents the Hennessy La Beauté du Siècle, which celebrates the 100th birthday of Kilian Hennessy
From Chivas Bros, Royal Salute offers an engraving service for that special personal touch
Master of Spirits II features some extraordinary wines, such as this Penfolds Bin 620 2008, an ultra-rare line (before this vintage, the last time Bin 620 Coonawarra Cabernet Shiraz was produced was in 1966)
The Edrington Group Regional Director - Asia Travel Retail Ryan Hill poses with a collection of beautifully merchandised vintage malts from The Macallan, ranging from 1946 to 1956