Maison Martell has renewed its renowned Gifting Collection, introducing two limited-edition bottles created by French artist Pierre Marie, to coincide with the 2020 festive season. The bottlings, available from this month, feature two stunning designs, including one – The Epic Voyage – that is a travel retail-exclusive.
Last month this edition was introduced to Chinese shoppers during the first-ever liquor livestream broadcast sale between China Duty Free Group (CDFG) and Pernod Ricard Global Travel Retail, generating over 3 million views (more below).
Both designs are inspired by travel and the celebration of the founding voyage of Maison Founder Jean Martell from Jersey Island to Cognac. Known for his detailed designs and contemporary visual codes, Pierre Marie reinterpreted house icon Martell Cordon Bleu.
He said: “When I visited Maison Martell, I was fascinated to discover the archives, and in particular the illustrated posters which were used in advertising campaigns. They were the inspiration for the poetic, narrative style of my designs for Martell Cordon Bleu.”
The Epic Voyage edition illustrates a journey around the world with motifs of ships, trains and hot-air balloons. These elements are interspersed with red and gold clouds, a traditional Chinese symbol of good fortune. “I was impressed by the foresight with which Jean Martell and his successors developed the export trade in the 18th century,” explained Marie. “The vision of the barrels of Cognac travelling around the world to far-flung destinations inspired this theme.”
The second of the artist’s designs is entitled The Vine and the Oak. The artwork of this bottle’s design is an intricate tracery of leaves and shoots in rich shades of red and gold.
The Martell Cordon Bleu ribbon of excellence – the emblem of the blend – is interwoven through the designs. Both bottlings also include a bespoke poem written by the artist himself.
Pernod Ricard Global Travel Retail Global Brand Director, Martell, Malts & Modern Brands Lisa McCann said: “The new Martell Gifting Collection delivers limited-edition bottlings that we know Cognac lovers will adore. Pierre Marie’s style and vision perfectly reflects the heritage and values of the house. and we’re thrilled to be launching a GTR exclusive into the channel.”
As noted above, on 19 November, the travel retail edition was previewed to CDFG shoppers via livestream. As well as generating over 3 million views, it attracted nearly 9,000 positive live comments, and offered audiences the opportunity to join the pre-order of many of the portfolio’s blends.
China Duty Free Group Vice President Zhao Feng said: “Extending our livestream sale platform to our liquor portfolio in partnership with Pernod Ricard Global Travel Retail offers many new and exciting sales opportunities, allowing us to respond to the open-minded attitudes we’re seeing from our shoppers as they continue to embrace this new digital format. Launching with the Pernod Ricard portfolio created true enthusiasm and anticipation in the lead up to the event.”
The Martell Gifting Collection will be available in the channel from mid-December in all CDFG Hainan stores and from January 2021 through partners at key airports such as Shenzhen Bao’an International, Hong Kong International and Changi, and from mid-January 2021 at Macau International Airport.
The bottle retails at US$240 for one litre. Partner retailers include CDFG, Shenzhen Duty Free, King Power, Anway, Lotte Duty Free, Lagardère Travel Retail and others.
