To mark Lunar New Year, Pernod Ricard Global Travel Retail (PR GTR) has launched Martell Cordon Bleu ‘The Audacious Voyage’ as a limited-edition bottle and gift box, only in travel retail.
The colourful gift box is available at key airports across Asia including Hong Kong, Taipei, Macau, Singapore Changi, Kuala Lumpur, Bangkok and Hanoi Nội Bài as well as through China Duty Free Group on Hainan Island (at Haikou Airport, Sanya International Duty Free Shopping Complex and Haikou Mova Mall). It comes with a recommended retail sale price of US$250.
The Moodie Blog: Entering an age-old spirits world with a contemporary twistMartin Moodie writes: Cognac faces plenty of challenges in China, including Hong Kong, and Martell is constantly seeking to emphasise its heritage, craftsmanship and – to younger consumers – relevance and even mixability. To underline those qualities, the maison launched the L’Atelier Martell Hong Kong boutique in early December. This lavishly curated, brilliantly experiential temporary (until the end of February) boutique is dedicated to the tasting and exploration of the Martell Cognac range. Read more from The Moodie Blog at this link. |
PR GTR VP Marketing Liya Zhang commented: “We know that a gift to mark the new year is more than an exchange, but a way to connect with loved ones across the globe. We are excited to be part of these connections and celebrations with our new Martell Cordon Bleu limited-time duty free exclusive and to share the free spirit of the Maison Martell with Cognac lovers around the world.”
The edition is a tribute to the worldwide journey of Martell Cordon Bleu, first launched in 1912, alongside the quality of its terroir and in particular the Borderies cru, the House’s signature since 1715.
The company said in a statement: “The Audacious Voyage reflects the free spirit of the Cognac House, symbolised by the flight of the swift, its historic emblem, and its international journey to become the number one leader in the prestige Cognac category.
“As Chinese shoppers come together to embark on the Year of the Tiger, the launch of this annual Martell Cordon Bleu global travel retail exclusive encapsulates the brand’s ambition for prosperity and dynamism on entering the new year.”
In addition, since early January, PR GTR has been celebrating Lunar New Year across its retail spaces on Hainan Island with in-store activations marrying Chinese paper-cutting art and the brand world of Martell.
The cross-portfolio activations cast the spotlight on the Martell Cordon Bleu and Royal Salute 21-Year-Old Chinese New Year limited editions. Locations include Sanya International Duty Free Shopping Complex and Haikou Meilan International Airport (CDFG), Global Premium Duty Free (GDF) Plaza (in Haikou Mova Mall) and Hainan Tourism Duty Free Shopping Complex.
Coming soonThe Moodie Davitt Report is delighted to announce the launch of 穆迪达维特中国旅游零售报告 – The Moodie Davitt China Travel Retail Report, a digital magazine dedicated to our industry’s hottest market. The new digital title, to be launched in April, will be published in Mandarin and English five times a year across multiple platforms.  This exciting new digital magazine from the world’s leading travel retail publisher will focus on all aspects of China’s travel-related ecosystem, including:
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