Martell turns up the heat with CNY edition

6th January, 2017 by Kristiane Sherry

Pernod Ricard-owned Cognac house Martell is ringing in the Chinese Year of the Rooster with the launch of Cordon Bleu Intense Heat Cask Finish, which utilises a first-of-its-kind finishing process for the brand.

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Available in Asia Pacific travel retail, Martell Cordon Bleu Intense Heat Cask Finish is created using a cask toasting and finishing process new to the Cognac house.

Extra heat is applied to the Martell casks using the “chauffe crocodile” technique, which then house the liquid for a six-month finishing process.

The resulting Cognac is said to offer “heightened fruit and spice tasting notes” including a “fruity citrus sweetness, a toasted nuttiness and robust spice”.

A limited edition release, Martell Cordon Bleu Intense Heat Cask Finish Is presented in a deep blue box embossed to recreate the charred wood effect.

The pack also features invisible thermochromic inks that react with a consumer’s body temperature to glow fiery red when rubbed, designed to replicate glowing embers.

Throughout January and February 2017, passengers at Hong Kong International Airport, Singapore Changi Airport, Taiwan Taoyuan International Airport, Chinese and Malaysian airports and at Hong Kong border shops can sample Martell Cordon Bleu Intense Heat Cask Finish in-store.

To mark Chinese New Year, customers who purchase Martell Cordon Bleu Intense Heat Cask Finish will receive a red shopping bag as a gift with purchase.

Martell Cordon Bleu Intense Heat Cask Finish is available in Asia Pacific travel retail now.

Last month, Martell released a non-chill-filtered expression developed to target nightlife consumers.

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