Martell launches Tribute to Cellar Masters

Martell, the oldest of the great Houses of cognac, is celebrating the expertise of the men behind its Martell Cordon Bleu cognac with the release of the Martell Cordon Bleu ‘Tribute to Cellar Masters’ limited edition in Asia Travel Retail.

Since the creation of Martell Cordon Bleu in 1912, a lineage of Cellar Masters has preserved its eaux-de-vie to ensure consistency is maintained through the decades.

The limited edition is composed of a lacquered blue wooden case whose design cues are taken from the luxury crafts of marquetry and bookbinding of the 19th century. It includes a 20cl classic ‘montre’ bottle containing The Tribute to Cellar Masters blend, created by Benoît Fil, Martell’s current Cellar Master. The montre is accompanied by a decorated bottle of Martell Cordon Bleu, made transparent to hero the liquid with a gold screen-printed label. Travellers will also be able to purchase a stand-alone edition of the Martell Cordon Bleu ‘Tribute to Cellar Masters’ created exclusively for Travel Retail and available in 70cl and 1L.

Pernod Ricard Asia Travel Retail is currently showcasing Martell Cordon Bleu Tribute to Cellar Masters’ activations in selected airports including Kuala Lumpur International, Singapore Changi, Hong Kong International and Incheon; and the limited edition will be available on-shelf in airports across Macao, Thailand and Vietnam. Activations will also take place in Taiwan Tao Yuan from April to June 2014. 

The limited edition will be brought to life in airports thanks to rotating product glorifiers while travellers will be invited to learn about Martell’s Cellar Masters’ story and take part in immersive olfactory experiences allowing them to discover the three tasting notes present in Martell Cordon Bleu: orchard fruits, roasted notes and rich spice aroma.

Pernod Ricard Asia Travel retail marketing manager, Sandrine Tesniere comments: “Martell Cordon Bleu ‘Tribute to Cellar Masters’ builds on Martell’s unique heritage and expertise while reinforcing its status as an iconic cognac. 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”

The Tribute to Cellar Masters limited edition is available with an RSP of US$38 and US$218 for the stand-alone edition.

13 February 2014 - Felicity Murray The Drinks Report, editor