Baron Philippe de prepares limited- edition travel retail launch

Baron Philippe de Rothschild will release the limited-edition 2018 Escudo Rojo Baronesa P into travel retail in September.

The wine, a blend of five grape varieties, dominated by , is named in honour of Baroness . It has been produced from the French winemaker’s Maipo Valley in Chile, where the Baroness established the Escudo Rojo label in 1999.

Only 18,000 bottles will be available across travel retail and domestic markets for an RRP of US$55-60.

The credentials of the wine have been highlighted by American wine critic James Suckling who awarded it a rating of 97/100. Baron Philippe de Rothschild said this makes it a suitable offer for the premium travel retail environment, where the company’s Escudo Rojo and labels are already listed with Dufry, Gebr Heinemann, Qatar Airways, Oman Air and Gulf Air.

“We are very excited about the prospects for Escudo Rojo Baronesa P and we are already receiving some significant advance orders for this exceptional wine,” Baron Philippe de Rothschild Duty Free & Travel Retail Director Henri Brunel said. “It will be a key product in our mission to grow the market for Chilean wines in global travel retail.

“This niche product – which has an outstanding appearance and a great shelf appeal – fits perfectly with the premium environment of airport retail and offers travellers the chance to purchase a fine that will be very hard to come by in local markets.”

Brunel said the brand had been “hit hard” by airport store closures in recent months, but that the company had grown in travel retail by +40% year-on-year in the first quarter of 2020.

He added: “The September timing of Escudo Rojo Baronesa P’s release will coincide nicely with the beginning of airport retail’s recovery and, with this great new product’s help, we expect to finish the year very strongly in the travel retail market.”

Tasting notes: An intense deep ruby red wine with violet highlights, which has a nose of black fruit aromas. The palate starts out potent with a good concentration of volume before aromatic expressions of blueberry and blackberry come out mid-palate. The long finish features the lingering aromas of black fruit, as well as peppery and almond notes. It is a blend of five grape varieties: Cabernet Sauvignon (76%), Carménère (9%), Petit Verdot (5.5%), Cabernet Franc (5%) and Syrah (4.5%).

Baron Philippe de Rothschild joins line-up at the Virtual Travel Retail Expo

The release of Escudo Rojo Baronesa P comes ahead of Baron Philippe de Rothschild exhibiting at the Moodie Davitt Virtual Travel Retail Expo.

The company’s Duty Free & Travel Retail Director Henri Brunel expressed his excitement at taking part in this “innovative and ground-breaking event”.

He said: “We look forward to attending and meeting with our partners in the duty free industry. Our objective is the same as if it was a traditional ‘brick and mortar’ fair: meeting current customers, presenting our novelties for Mouton Cadet and Escudo Rojo, increasing our distribution footfall and networking with our travel retail industry pairs. We thank The Moodie Davitt Report for organising such a transformational event.”

The unique 5-day ‘live’ event, followed by a 30-day showcase, begins on 12 October, just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of events across the five days, including a Symposium, category workshops and a new consumer research initiative.

Registration is free for buyers, exhibitors and preferred media partners. Click here to register