Cordon Bleu Extra, a new expression from Martell Cordon Bleu, is launching on an initially exclusive basis this month with DFS at Singapore Changi Airport.
The launch is supported by an immersive pop-up store in Terminal 1, which will be open from 1 September for six weeks. Following a two-month exclusivity Cordon Bleu Extra will be rolled out to other duty free locations and offered as a travel retail exclusive for a year.
The pop-up promotion includes tastings, accompanied by a French delicacy created by the House of Martell’s cellarmaster. The activation features a photo booth where consumers can take photos in front of a Borderies vineyards backdrop.
Customers who purchase a bottle of Martell Cordon Bleu Extra will receive a personalised gift.
Martell Cordon Bleu Extra pays tribute to the original Martell Cordon Bleu, which was created in 1912 by Edouard Martell. The spirit, which features a generous portion of old Borderies spirits, is characterised by the Borderies’ candied-fruit aromas.
DFS Group Senior Vice President Spirits, Wine, Tobacco, Food and Gifts Brooke Supernaw said: “DFS is proud to partner with Martell to debut this extraordinary new expression, Martell Cordon Blue Extra, globally at DFS, Singapore Changi Airport. We’re thrilled to be able to offer our customers such a multi-sensory celebration of this exciting launch. We look forward to sharing the Martell Cordon Blue Extra experience with visitors to DFS, Singapore Changi Airport and subsequently at DFS stores worldwide.”
Changi Airport Group Senior Vice President Airside Concessions Teo Chew Hoon commented: “Changi Airport always endeavours to bring travellers a memorable and unique travel retail experience. Together with Martell and DFS, we are delighted to be the world’s first airport to bring our passengers the newest offering from the House of Martell.
“With the Martell Cordon Bleu Extra pop-up space at Terminal 1 Concourse, travellers can now experience a taste of France, as well as have a deep understanding of the unique blend while enjoying it, right in the heart of Changi Airport.”
Pernod Ricard Travel Retail Asia Pacific Marketing Director Nodjame Fouad said: “We are delighted to launch the exquisite Martell Cordon Bleu Extra at DFS, Singapore Changi Airport. Travellers at Changi Airport will be the first in the world to discover the all-new facets of this much-loved Cognac and indulge in the multi-sensory experience that Martell Cordon Bleu Extra promises.”
