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Martell gears up for Millésimes Collection launch
Martell is set to launch the first expression of its “Millésimes Collection” exclusively to travel retail within the Martell Experience Boutiques at Hong Kong and Kuala Lumpur International Airports.
Carefully selected by Martell’s cellar master Benoit Fil, from the house’s oldest cellar built in 1833 – the Chais de la Coquille – the Millésime 1968 is a rare single eau-de-vie from the Grande Champagne growing area.
Duty free shoppers will be invited to discover the three key aromas of Martell Millésime 1968 from 23 November this year.
A fine grain oak display will help customers in these markets understand the process of producing Cognac and will also showcase a master blender’s notebook, containing handwritten notes.
A video with the comments of Benoit Fil will be shown in the boutiques, while a complimentary gift service with greetings card will also be available in-store.
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, added: “With such heritage to draw upon, we are incredibly excited about bringing the history of Martell to existing cognac aficionados and attracting newcomers to the brand.
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.”
For more on luxury spirits, see the December edition of the drinks business. Click here for subscription options