Martell targets Asian TR for Millésimes debut

11 November, 2011

Cognac house Martell has announced it will unveil the first expression of its Millésimes Collection in Asian duty free on November 23.

The Millésime 1968 will debut at ‘Martell Experience Boutiques’ at Hong Kong and Kuala Lumpur international Airports.

The expression is a “rare”, single eau-de-vie from the Grande Champagne growth area.

According to the Pernod Ricard-owned cognac brand, duty free shoppers at the airports will be greeted by a “fine grain oak display” showcasing a “master blender’s notebook” and an explanatory video featuring Martell’s cellar master, Benoit Fil.

John O’Sullivan, Pernod Ricard Asia Duty Free marketing director, said: “In response to the growing number of passengers travelling through international Asian airports we are dedicated to providing travel retail exclusives through product innovation and premiumisation.

“The Millésimes Collection allows us to differentiate Martell within a competitive category and the Martell Experience Boutiques provide us with the perfect platform to do this.”

Anne Claire Rodary, global marketing and communications director for Martell, said: “We feel that the Millésimes Collection will increase the luxury appeal and awareness of the Martell offering to consumers passing through key Asian airports. 

“Based on demand for exclusive gifting opportunities, we expect this expression and subsequent collection, to be extremely successful.”

 





Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.

Comment

La'Mel Clarke

Service isn’t servitude: the skill of hosting

La’Mel Clarke, front of house at London’s Seed Library, looks at the forgotten art of hosting and why it deserves the same respect as bartending.

Instagram

Facebook