Armagnac Potential to be Underground Success. The Spirit's Business // March 2020

Armagnac Chabot, for one, is placing its bet on global travel retail. “We believe that educational high‐profile promotions and tastings in travel retail locations is a great way to win over brown spirit drinkers,” says Kathleen Gentzbourger, president of the brand, which has a “strong presence” in Asia and is seeking to “unlock new opportunities” in the Americas and Australia.

Gentzbourger adds: “Similar to the growth of single malts via whisky blends and mezcal via premium Tequila, we foresee Chabot Armagnac’s heritage, exclusivity and artisanal quality being appreciated, elevated and brought to the forefront of what exacting consumers will value and demand in a spirit.”

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