Martell has launched Martell La French Touch by Cassius, a limited-edition VSOP expression developed in collaboration with French house music duo Cassius.
Pernod Ricard Travel Retail EMEA partnered with UK audio equipment specialist Bowers & Wilkins to highlight the release in a pop-up activation with World Duty Free at Heathrow Airport Terminal 3 earlier this month.
The Cognac-music promotion included sampling of Martell VSOP cocktails, an exclusive playlist and instant prizes. Visitors were encouraged to upload a clip of themselves dancing and listening to the playlist to win a Bowers & Wilkins P3 Series 2 headset, worth £119 (US$150).
La French Touch by Cassius bottle design celebrates ‘art de vivre’ (‘the art of living’) which means making the most of what daily life has to offer.
The Cassius duo comprises music producers Philippe Cerboneschi and Hubert Blanc-Francard, better known as Philippe Zdar and Boom Bass. Their song I Love You So was sampled on the track Why I Love You on Jau-Z and Layne West’s 2011 collaboration album Watch the Throne.
La French Touch by Cassius is Martell’s second music collaboration following the launch of Martell La French Touch by Etienne de Crécy.
de Crécy is recognised as a pioneering figure in the ‘French Touch’ electro-music movement.
