The Changing Face of DFS

DFS (the travel retail group) really knows how to throw a party. The recently concluded Masters of Wines and Spirits was a free-flow extravaganza of luxury champagne, cru classé wines, smooth single malts and inspired cocktails. The event was held at Tras Street in Tanjong Pagar, an area populated by small startups and dodgy KTV bars a decade ago and in recent years has seen a profusion of hip restaurants and cafes. Musical entertainment was provided by pop-rock string quartet VOX while faux traffic wardens, looking as though they had just stepped out of a modelling catalogue, helped direct the flow of bemused car drivers passing through. Canapés at these events are usually not the main attraction, but I could not help gorging on a couple of the plump baby squids on offer at Sushi Mitsuya.

The luxe setting masks the fact that DFS, like all travel retailers, is facing a challenging environment. Majority owner LVMH reported 8% organic revenue growth in its Selective Retailing group, which includes DFS, but much of that was driven by Sephora. Asia in particular has stagnated for the past three years, although 2016 showed signs of recovery. At the TFWA China's Century Conference in Guangzhou last month, CEO Philippe Schaus stressed that localisation is the future of global travel retail, as travellers seek experiences more than shopping. The strategy of changing travel retail into “Instagram-able experiences” is one that DFS has taken to heart, which explains why DFS’ two-storey boutique in Terminal 3 includes the iconic Raffles Long Bar ready to dish out a few Singapore Slings before the flight. At the Masters of Wines and Spirits, DFS found another clever way to reinforce the localisation message, providing a new take on familiar desserts such as Tau Huay with Camus XO Cognac Syrup and Whisky Ice Kachang.

The highlight of the Masters of Wines and Spirits was the unveiling of a curated collection of wines and spirits, many of which are exclusive to DFS. These treasures will be available at the DFS Duplexes at Changi Aiport Terminals 2 and 3, although some have already been reserved at the event. To give you an idea of the rarity and quality of some of the items, the Aberlour 40 Years Old Hunting Club Edition can be had for a cool SGD6838, spare change compared to the Pyramid of Château Margaux (four bottles of the 1990 vintage in ascending sizes) that can be yours for SGD75000. Some of the showcased items are included at the bottom of this post (descriptions taken from the press release). Don’t be shocked by the pricing – it’s a tried-and-tested strategy to generate brand awareness. DFS does have many excellent wines and spirits under their portfolio, with a particularly strong assemblage of whiskies. (If anyone from DFS is reading this, could I please request that the selection of sake be expanded as well).

Besides access to products exclusive to travel retail, another of the reasons why shopping with DFS Changi is so pleasant is that the people truly know their stuff. Again, this is no mere accident, but the result of substantial investment in training and education. DFS actually has an in-house school focusing on their different segments, not just wines and spirits, but beauty and fragrances as well. They are the only travel retailer to receive the Whisky Ambassador Venue Accreditation, showing the expertise the staff have in describing the taste, history and production techniques of different single malts. Chatting with the bartender on the merits of one whisky versus another has caused me to nearly miss my flight on several occasions.

The way people shop is changing all the time, as proven by the rise in online-only businesses. It is an encouraging sign to see that retailers such as DFS are evolving the way they communicate to customers, and it does feel like they are putting the customer at the centre of their approach. The next time you pass by Changi Airport, take some time to explore what’s on offer and speak to their staff -  just remember to keep an eye on the clock.

COGNAC
Louis XIII Le Mathusalem
A momentous and awe-inspiring accomplishment, this is the world’s first 6L crystal decanter for cognac. A feat of craftsmanship, each decanter is hand-blown by the craftsmen of the House of Baccarat and presented in a luxurious display chest featuring 8 crystal glasses housed in a dedicated case, a serving platter, and a pipette in honor of the ancestral tasting and serving rituals of the cellar masters.





Camus Rarissimes Minimum age 65 Years
Located at the heart of Borderies cru, CAMUS enjoys an international reputation that dates back five generations of the Camus family, whose living traditions have contributed to the aromatic, rich, and subtle qualities of their exquisite Cognacs. For this edition, CAMUS has prepared an exclusive 65-year-old blended Cognac composed from the finest eaux-de-vie selected from the personal reserve of CAMUS’ president, Cyril Camus. Conceived by CAMUS’ talented Master Blender Patrick Leger, this ‘Rarissimes’ blend is displayed in a distinctive Baccarat crystal decanter and authenticated by an official wax seal from the government of France, testifying to its utmost exclusivity.


Martell Grande Champagne 1920
For the first time since being founded in 1715, the House of Martell releases an extremely rare 1920 Grande Champagne eau-de-vie. The superlative quality of the Grande Champagne soils gives this eau-de-vie its power and structure shaped by eight generations of cellar masters. This intensely aromatic eau-de-vie, non-chill filtered, has been bottled straight from the cask at 48.8% alcohol by volume to release its full character as a powerful, finely balanced, and wonderfully long-lived cognac. The first nose is marked by aromas of candied citrus and crystalized fruits. Swirling in the glass, this exceptional cognac reveals an ideal balance of dried flowers, Virginia tobacco leaves and a hint of honey and spice. On the palate, the attack is full-bodied with a distinct rounded character, and the tasting finishes with delicate red-berry aromas and black fruits.

JAPANESE WHISKIES
Hibiki 35YO Old Arita-Yako and Hibiki 35YO Old Kutani-Yaki
In 2001, Suntory launched an ongoing collaboration with artisans from the renowned porcelain regions of Arita and Kutani to produce special whisky bottles that are also superb works of art. This year marks 400 years since the creation of Japanese porcelain, and for this limited edition Hibiki whisky, artisans have created a design that combines peonies, a symbol of happiness and wealth, with butterflies, representing longevity. An artisanal craft in itself, the bottles are the perfect vessels for the Hibiki 35 Year Old, a blend of carefully selected malt whiskies from 35 to 54 years, and grain whiskies aged over 35 years. This whisky has a rich, mellow flavour that resonates with the refined taste of malts matured in Japanese Mizunara Oak. To add to the art of the Hibiki whisky, each bottle comes in a box made from 100-year-old Japanese cedar wood.

SINGLE MALT
Bruichladdich Special Release
This exceptional distillery release is unprecedented in the history of the Bruichladdich distillery. Showcasing some of the brand’s oldest and rarest whiskies from very special casks and released in the ultra-limited quantity of two bottles only per edition, one of each edition will be retained at the distillery. At least three generations of head distillers have crafted and nurtured these whiskies during their long life in the Islay warehouses – each passing on to the next some quite exceptional casks. Some casks have previously held the rich and sought-after Pedro Xininez sherry, others the rare and charismatic sweet wines of the Jurançon, and then a characterful “Triple Bourbon” maturation. These profound whiskies express a depth and complexity that represents the end of an era – some of the very last of Bruichladdich’s spirit distilled in the 1980s. A though-provoking time capsule, and each the only one of its kind.

Glenfiddich Rare Collection 1972
A sublime and precious 44-year-old malt, the Glenfiddich Rare Collection 1972 honors a whiskey-making tradition dating back to 1887, and is a true reflection of the passion and innovative spirit passed down through all five generations of the Grant family. One of the rarest bottlings ever created, with only eight bottles to be ever released, this cask has been patiently nurtured, creating a magnificent malt. Non chillfiltered, it has an unrivalled fruit complexity, and a rich vanilla oakiness. Hand-bottled at The Glenfiddich Distillery, each numbered bottle is presented in a deep red Italian hand-stitched leather box. This incomparable single malt Scotch whiskey has been exclusively selected for DFS Masters of Spirits.

Glenmorangie Pride 1974
Glenmorangie’s rarest, oldest, and deepest whisky, Glenmorangie Pride 1974 is carefully selected from the oldest whisky stocks. In 1974, two exquisite parcels of spirit were laid down – one in bourbon barrels, the other in Oloroso sherry casks. After 41 years of quiet maturation, they are now brought together to create Glenmorangie Pride 1974. The long ageing in classic, American oak ex-bourbon barrels contributes delicious flavours of fudge, baked apples, oranges, honeycomb, and a gentle suggestion of creamy café latte. The ex-sherry casks deliver deeper, bolder flavor elements of salted caramel toffee, Turkish Delight, cedar wood, and clove. Smooth and stylish, its complexities create a harmony that few whiskies might ever achieve.

The Dalmore 50 Years Old
The Dalmore 50 is a rare, unique and remarkable piece of whisky history. Commemorating Master Distiller Richard Paterson’s 50th year in the industry, this special whisky journeys through a variety of exceptional casks, including an exclusive 30-year-old Matusalem olorosso sherry cask from Gonzalez Byass, before its final finesse in rare Henri Giraud Champagne casks. Displayed in a bespoke decanter from the renowned Baccarat crystal house and adorned with a silver stag from Royal silversmiths Hamilton & Inches, this beautiful whisky is presented in a hand-crafted wooden case by luxury furniture designer, Linley.

The Macallan Fine & Rare Treasury Collection
Created exclusively for DFS, The Macallan is proud to present the Find & Rare Treasury Collection, an unprecedented and unique selection featuring 30 bottles of Fine & Rare 5cl miniatures, exclusively curated as a set from limited releases only available at The Macallan distillery. An extensive showcase of Fine and Rare vintages spanning six decades from 1930s to 1990s, The Treasury Collection brings to life the unwavering mastery and extraordinary diversity of color and flavor of single malts, inherent in The Macallan, derived from the maturation in exceptional oak casks. A truly iconic tour de force of The Macallan’s provenance and heritage, The Treasury Collection will be presented in a specially designed bespoke cabinet. The vintages included are: 1937, 1938, 1939, 1940, 1945, 1947, 1948, 1949, 1950, 1951, 1952, 1954, 1955, 1958, 1959, 1962, 1963, 1965, 1966, 1968, 1969, 1971, 1972, 1975, 1976, 1985, 1988, 1989, 1990, 1991.

FRENCH WINE
Pyramid of Château Margaux 1990 Vintage
For more than 150 years, Château Margaux has been recognized as one of the most iconic and respected estates of Bordeaux. Known for their trademark depth and complexity, balanced by rare elegance and finesse, Château Margaux produces some of the most sought-after wines in the world. The acclaimed 1990 Château Margaux collection includes one each of the four formats in which it has been bottled. The 1990 Pyramid includes a bottle, a magnum, a 3L double magnum, and a 6L imperial of Château Margaux 1990, offering a unique opportunity to enjoy the evolution of this great vintage. Hailed as outstandingly attractive, rich and tender, this vintage is tight-grained but soft, with enticing fruit flavours. Today, all the aromas and flavours already mingle sweetly together into this wine. For Robert Parker, “The 1990 Margaux continues to be the quintessential example of this chateau.” So naturally it has been rated 100 points.

Château Lafite Rothchild 1982 Imperiale
Château Lafite Rothschild is perhaps the most famous wine label in the world, classified in 1885 as first among the great wines of the Médoc. While the first known reference dates to 1234, it is in 1868 when Baron James de Rothschild purchased Château Lafite, later recovering the estate in 1945. After the 1973-1976 mini-crisis that hit Bordeaux, the recovery was heralded by very fine 1975 and 1976 vintages and the management of Château Lafite Rothschild by Baron Eric de Rothschild. With deep ruby and plum colors revealing a touch of lightening at the edge, Château Lafite Rothschild 1982 Imperiale offers an extraordinary nose of caramelized herbs, smoke, cedar, pen ink, blackcurrants, and earth. The gorgeous aromatics are followed by a full-bodied, plump, rich wine with low acidity.

Château Mouton Rothschild 18 Vintages
Château Mouton Rothschild enjoys legendary status due to its unique history that dates far beyond that of the world’s largest wine producers. Château Mouton Rothschild wines have always been the most flamboyant of the First Growths, with exotic and powerful aromas of blackcurrant and Maduro tobacco. This selection of 18 vintages from 1994 to 2012, with the exception of 2002, is a great opportunity to acquire a window into the Château’s distinguished history. This collection has been shipped directly from the estate and makes an instant gallery of miniature art pieces. Only three series were produced exclusively for DFS Masters of Wines & Spirits, and they are specially packed in individual one bottle cases.

ITALIAN WINE
Masi: 5 Vintages of Amarone Costsera with Tempo Costasera watch
Deeply rooted in one of the best Italian winemaking areas, Masi has been an ambassador for the values of the Venetian regions since 1772. Time confirms the value of things and marks the waypoints of our work. Tempo Costasera is a presentation case of five vintages of Costasera Amarone Classico, Masi’s international flagship wine, together with a rare and unique timepiece. The vintages 1988, 1995, 2006 and 2011 present the special character of Amarone and show its fascinating diversity. The 1974 vintage provides the taste of a fully mature, elegant Amarone, but with the same strong character. The value of this prestigious vintage lies in the time it has been maturing and its rarity. The value of time itself lies in the exclusive Masi-designed watches, produced in limited quantities with 100-year-old wood once used for maturing fine Costasera wine.

AUSTRALIAN WINE
Penfolds 2012 Bin 707 Cabernet Sauvignon Imperial – Inspired by Boeing
For the first time in Penfolds history, and to celebrate Boeing’s 100th anniversary, 10 limited edition Bin 707 Cabernet Sauvignon Imperials have been created, each enclosed in a handmade presentation case. Inspired by its namesake, the Cabernet collaboration celebrates this distinctive and powerful wine and Penfold’s long connection to the Boeing 707 aircraft. To commemorate the debut of this rare wine, a dual vintage has been released, one for each decade in Boeing’s history. Penfold’s Bin 707 Cabernet Sauvignon Imperials offer a rare opportunity to own a piece of aviation history and an Imperial Offering of benchmark Australian Cabernet Sauvignon.

CHAMPAGNE
Dom Pérignon “Malle P2”
Produced by the finest French artisans in a limited number of made-to-order, leather and alcantara pieces, Malle P2 encapsulates a unique collection of Dom Pérignon Second Pléntiude wines. Containing two bottles of each of the 10 vintages (1985, 1988, 1990, 1992, 1993, 1995, 1996, 1998, 1999, 2000), it offers the full history of the sécond Pléntiude of Dom Perignon – the ultimate collection of the ultimate champagne. The buyer will also receive an invitation for two visitors to a private tour of Hautvillers in Champagne, where Maison Dom Pérignon is located.