Page 90 - IAADFS Summit 2023 Special Edition

INSIDER

DFS partners with Hennessy to unveil collaboration with designer Kim Jones

DFS Group (DFS) has unveiled the HNY LOW by Kim Jones, a light cognac- Hennessy bottles used to be carefully
Hennessy X.O x Kim Jones collection at colored sneaker crafted from nubuck encased in delicate tissue paper to protect
its 11th annual DFS Masters of Wines and leather. its content during transportation.
Spirits, held in T Galleria by DFS, Macau, “I wanted it to be elevated and chic, to With only 200 pieces available
City of Dreams on March 17, 2023. DFW reflect both the long heritage of cognac and worldwide, five Masterpiece Decanters will
has also been named the exclusive offline my own design values,” says the designer, be on display at T Galleria by DFS retail
travel retailer to sell the Hennessy X.O. who also transposed the curves of the outlets in Macau.
Kim Jones sneakers. Hennessy X.O bottle onto the sneaker. “I Available to DFS customers in North
Hennessy’s three-piece collection – wanted it to feel like you’re almost looking America and Macau, the Hennessy X.O
positioned as a bold marriage of cognac into the bottle. It’s a glass of cognac in x Kim Jones collection comes complete
and couture – is a first of its kind across sneaker form.” with a carafe encased in aluminum that
categories, and demonstrates the impact The sneakers will be on display in highlights the iconic curves and fluid
both powerhouses have had in the world of Macau and DFS Los Angeles Airport’s beauty found within a Hennessy bottle.
design, luxury and culture. store entrance. This landmark representation of legacy is
Interweaving the richness of Hennessy The Masterpiece Decanter is a also available for purchase separately.
X.O’s 150-year heritage with British sculptural piece that features a gradient The campaign will be rolled out
Artistic Director Kim Jones’ creative blend of cognac shades and pairs 3D across the DFS travel retail network with
vision, the collaboration features a printing technology with hand crafting. It an activation at La Samaritaine and at
collectible sneaker, a masterpiece decanter comes with a specially developed titanium the travel retailer’s cognac meets couture
and limited-edition bottle. casing that acts as a second skin – evoking boutique installations across North America
Taking inspiration from the early the same effect draping has to couture, and at T Galleria by DFS, Macau, City of
basketball shoe, Kim Jones has created the while simultaneously mirroring the way Dreams.

Irish Whiskey sales soar in U.S.

The Distilled Spirits Council of the “The remarkable growth of Irish Irish Whiskey grew 1,053% and 2,769%,
United States (DISCUS) and the Irish whiskey in the U.S. is a testament to the respectively.
Whiskey Association (IWA) report that quality and craftsmanship of our distillers,” Lavelle also points out that 300,000
American consumers’ interest in super says William Lavelle, Director of the IWA. used whiskey barrels from Kentucky and
premium Irish whiskey is at an all-time high. “As the largest and most valuable market Tennessee were purchased and reused in
According to DISCUS, American for Irish whiskey, we are proud to continue Ireland in 2022 for Irish Whiskey.
consumers purchased more than 6.1 million our rich history of supplying America “As consumers continue to trade up to
9-liter cases of Irish whiskey in 2022, with this iconic spirit. It’s exciting to see more premium products, Irish whiskey is
which generated $1.4 billion in revenues consumers embrace the premium-and- perfectly positioned to offer them a special
for distillers and contributed significantly above expressions of Irish whiskey, and we experience – on St. Patrick’s Day and
to the record-breaking growth of the U.S. look forward to further growth in the years beyond,” says Chris Swonger, President
spirits industry. Last year marked the first ahead.” and CEO of DISCUS. “In just two decades,
time that U.S. spirits supplier revenues The Irish Whiskey category has we’ve seen the high-end premium and
surpassed beer. Irish whiskey played a key benefited from drinkers’ desire to “trade super premium segments of Irish whiskey
role in this achievement with its emergence up” from Premium to High-End and grow a staggering 1,053% and 2,769%,
as the fourth fastest-growing spirit in both Super-Premium products. Since 2003, respectively. It’s truly an exciting time for
revenue and volume in the U.S. High-End Premium and Super Premium spirits hailing from the Emerald Isle.”

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