June 21 2023  |  Spirits & Tobacco

Moët Hennessy Travel Retail Europe launches Cuban rum Eminente at Paris Charles De Gaulle

By GTR Magazine Staff

The Eminente immersive experience will run at Charles de Gaulle until June 26

Moët Hennessy Travel Retail Europe has introduced Eminente, an expressive Cuban rum, to travel retail at Paris Charles de Gaulle Airport in collaboration with travel retailer Extime.

Hailing from the heart of the 'Isla del Cocodrilo,' an island named for its resemblance to a native crocodile, Eminente was conceived by the visionary César Martí, Cuba's youngest Maestro Ronero (Rum Master). According to the company, the rum embodies the opulence of 19th century Cuban sugarcane eaux-de-vie, boasting a richness and full-bodied allure.

At the heart of Eminente's flavor profile lies the expertly crafted blend of aged aguardientes and light rums, an emblem of Cuba's revered rum tradition. The aged aguardientes bring forth a depth of aromas and complexities, while the light rum imparts vitality through its robust alcohol strength. Notably, Eminente sets new standards in Cuban rum mastery, proudly presents its Reserva expression, crafted with an impressive 70% aged aguardientes, the highest proportion among all Cuban rums. Each drop of Eminente Reserva is aged for a minimum of seven years in white oak barrels, resulting in a truly remarkable and indulgent spirit.

Eminente's immersive activation at Paris Charles de Gaulle Airport Terminal takes place in an intimate 9-square-meter pop-up space. Designed in earthy hues of clay brown, green, sea blue, and cream, it faithfully recreates the ambiance of a traditional Cuban home. The space resonates with the echoes of traditional Cuban music, for a full-sensory Cuban cultural experience.

The activation draws inspiration from the revered Cuban coffee ritual, Carajillo

Drawing inspiration from the revered Cuban coffee ritual, Carajillo, the activation introduces visitors to an El Cafecito tasting ritual. The ritual intensifies the notes of vanilla, toasted almond, and coffee in Eminente Reserva, taking the tasting experience to new heights.

Guests are invited to embark on a journey to savor the Eminente Reserva in its purest form or indulge in the unique concoction of Cafecito, a marriage of coffee and Eminente’s rum. Served in the brand's terracotta cups and saucers, the elixir showcases the harmonious fusion of Cuban flavors and timeless traditions.

As Eminente continues its commitment to sustainability, consumers are encouraged to embrace the Resolver spirit. Each purchase of an Eminente bottle will be adorned with a Cuban scarf, intricately wrapped using the Furoshiki technique, offering a versatile fashion accessory or captivating decorative piece. Furthermore, empty Eminente bottles will be artfully repurposed in the activation as flower vases, aroma diffusers, and pendant light fixtures, proving their versatility and minimizing waste.

Each purchase of an Eminente bottle is intricately wrapped in a Cuban scarf

Laurent Boidevezi, President of Moët Hennessy Travel Retail, Asia Pacific, & Private Sales said, “We are elated to introduce Eminente and the vivacious Cuban culture to the global travel retail market through this immersive activation and Paris, the city of cultural splendour and sophistication serves as a perfect stage to unveil Eminente, its exquisite craftsmanship and exceptional flavors. The activation promises to captivate travelers, by transporting them to the heart of Cuba and showcase the rich heritage and flavors of the island, immersing visitors in an unforgettable experience that will leave an indelible mark on their journey.”

Guy Bodescot, General Director of travel retailer Extime Duty Free, added, “We are pleased to support Eminente on this unique endeavor. We anticipate that customers will revel in the immersive experience and delight in discovering the rich heritage and flavors of Eminente rum and Cuba."

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