New Martell Cognac pays tribute to cellar mastersBy Melita Kiely
Martell Cognac has released a limited edition bottling which recognises the craftsmen behind the brand into Asian travel retail channels.
Inspired by woodwork and bookbinding of the 19th century, Martell Cordon Bleu Tribute to Cellar Masters is encased in a lacquered blue wooden box and comes with a 200ml classic “montre” bottle of The Tribute to Cellar Masters blend, created by cellar master Benoît Fil.
A stand-alone edition will also be available to travellers in either 700ml or one-litre bottles.
Pernod Ricard is currently showcasing the new release in selected airports, including Kuala Lumpur International, Singapore Changi, Hong Kong International and Incheon, with further activations also planned for Taiwan Tao Yuan from April to June 2014.
Travellers will be able to purchase the Tribute to Cellar Masters in airports across Macao, Thailand and Vietnam and will have the chance to learn about the story behind Martell’s cellar masters and take part in a sensory experience.
“Martell Cordon Bleu Tribute to Cellar Masters builds on Martell’s unique heritage and expertise while reinforcing its status as an iconic cognac,” said Sandrine Tesniere, Pernod Ricard’s marketing manager for Asian travel retail.
“We feel that the new limited edition offers an exclusive gifting opportunity to consumers passing through Asian airports at a key period of the year. We hope this expression will be appealing to Cognac and premium spirits drinkers.”
Martell Cordon Bleu Tribute to Cellar Masters limited edition has an RRP of US$380 and US$218 for the 700ml stand-alone edition.