Eric Vallat [Photo provided to China Daily]

Obviously, we aim to keep our existing clients, whether they are true cognac connoisseurs or people who appreciate unique products for unique moments.

But by opening in SKP, our ambition is to target people who can afford great authentic and quality products, with a true story and historical background, whether it is a cognac or not. This store will indeed give us a great opportunity to appeal to a larger number of clients.

LOUIS XIII is about time, heritage, transmission, patrimony and perfection. Bear in mind that it takes four generations to craft a LOUIS XIII decanter! Which means today our cellar master is making a selection of eaux-de-vie that could be part of the LOUIS XII final blend in the year 2116. Thanks to this boutique, we will also be able to offer great experiences for women. Once, one told me that for her, LOUIS XIII is a fragrance, a fragrance of time.

What is your marketing plan to attract these target consumers?

The opening of the boutique is precisely part of the marketing plan.

LOUIS XIII, thanks to its unique positioning, has the ability to change the rules of the game in our wine and spirits industry.

We have worked on a very client-centric plan that will allow for much better knowledge of who our customers are and provide a better dialogue with them.

We have been great craftsmen selling our products to wholesalers. We will keep going through wholesalers but now we definitely put the client at the heart of everything we do, just like retail and great brands do.