Overview: GMAX Travel Retail introduces Palmaráe Gin Premier Cru at the TFWA World Exhibition in Cannes, France. The ultra-premium spirit combines Moroccan botanicals with water sourced from the heart of Cognac.
The Full Story
GMAX Travel Retail is introducing Palmaráe Gin Premier Cru at this week’s TFWA World Exhibition in Cannes (Stand E4, Blue Village). The ultra-premium gin is inspired by the flavours of Morocco and distilled at Distillerie de la Tour in Cognac, France. GMAX Travel Retail Founder & Director Garry Maxwell believes the ultra-premium Palmaráe Gin Premier Cru will be a big hit in travel retail following light showings at the Americas and Singapore shows earlier in the year.
Besides the quality of the 44% ABV liquid, the brand is notable for its elegant presentation, showcased in a ceramic bottle designed to fuse old-world charm with the elegance of modern luxury. The travel retail recommended retail price is £65 (US$86) compared with around £80-85 (US$106-112) domestically. Premium London department store Fortnum & Mason retails it at £120 (US$160).
Production & Profile
Palmaráe Gin Premier Cru is described as “smooth, sippable and unique copper pot-distilled; imagined in Marrakech with renowned Moroccan botanicals distilled with the finest water source and expertise from Cognac, France.” Head of Spirit and Master Distiller Miko Abouaf said, “Palmaráe’s water source runs from the heart of Cognac, renowned for its purity.”
What This Means
Globally, 50% of gin sales are now from the premium and above price tiers, which have grown +150% year-on-year, according to Palmaráe. The brand company stated, “We are redefining gin for a new generation with a unique super-premium golden spirit.”
Consumer Takeaway
This release offers a smooth, sippable golden spirit packaged in a ceramic bottle designed to fuse old-world charm with modern luxury. The product is available at the TFWA World Exhibition in Cannes and carries pricing tiers ranging from £65 (US$86) for travel retail up to £120 (US$160) at Fortnum & Mason.
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