Martell unveils limited edition Cordon Bleu
Pernod Ricard-owned Martell Cognac has launched Cordon Bleu The Audacious Voyage as a global travel retail-exclusive to mark Chinese New Year.
The limited edition bottle and gift box has been launched to welcome the year of the tiger. The brand previously launched a travel retail-exclusive Cordon Bleu in 2018, partnering with artist Sabrina Transiskus to mark the Lunar New Year.
Liya Zhang, vice-president of marketing for Pernod Ricard global travel retail (GTR), 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 bottling features a design encapsulating ‘Martell’s ambition for prosperity and dynamism’, and pays tribute to the brand’s history. First launched in 1912, Martell has experienced a journey to reach Cognac connoisseurs across the world. The name Audacious Voyage reflects the ‘free spirit’ of the Cognac house and international reach.
The liquid is blended from more than 100 eaux-de-vie from the Borderies area, one of the smallest Cognac regions.
The expression has notes of ‘stewed prunes soaked in Earl Grey tea’ and is described as ‘aromatic and characterful’ with ‘aromas of dark chocolate, pink peppercorns, pineapple and mango’.
The Martell Cordon Bleu The Audacious Voyage gift box is available to purchase in airports across Asia, including Hong Kong International Airport, Taipei, Macau, Hainan, Changi, Kuala Lumpur International Airport, Bangkok and Vietnam for a RRP of US$250 per one-litre bottle.
This year, Pernod Ricard GTR is marking Chinese New Year across all of its retail spaces in Hainan, with in-store activations combined with Chinese paper-cutting art and new launches.
The cross-portfolio activations spotlight the Martell Cordon Bleu and Royal Salute 21-Year-Old Chinese New Year limited editions, in Haikou Meilan Airport, Dufry Mova Mall, Lagardère Duty Free Shopping Complex and CDFG Haitang Bay International Shopping Centre.
Last year, the Cognac brand teamed up with American singer Janelle Monáe to launch a video campaign.