Fashion designers dress Martel cognac bottles

Pernod Ricard Asia Travel Retail has released two limited edition packs for Martell Cognac created by fashion designers Jean-Charles de Castelbajac and Jason Wu. The packs will be available in key airports throughout Asia travel retail during the key gifting period.

Inspired by the iconic Parisian district Montmartre, Jean-Charles De Castelbajac has created a bottle which is unique, memorable and instantly recognisable. Entitled ‘MontMartell me a story’ this limited edition of the classic Martell VSOP is entirely white coated with typical Jean-Charles De Castelbajac drawings adorning both the bottle and the packaging. The 1L expression, which is only available in travel retail, aims to grab the attention of consumers at the airport, especially appealing to fashion-forward travellers looking for an exclusive gift.

Jean-Charles De Castelbajac has also worked with Martell to design a unique, trendy and artistic tote bag, which will be available to consumers.

The second of these limited editions is designed to reinvent the Martell Noblige universe with masculine and contemporary elements. Jason Wu has dressed a bottle that resonates with the elegance of the Martell Noblige expression and infuses the traditional craftsmanship of Martell with a sophisticated ‘new elegance’ and masculine style that is inspired by the tuxedo.

Jason Wu, who is the rising star of fashion and dresses some of the most influential women in the world including First Lady Michelle Obama, has designed both the bottle and packaging for the Martell Noblige. The bottle features a black leather effect that feels soft and authentic to the touch. The packaging carries on the contemporary black ‘tuxedo’ feel and is matched against subtle gold accents that showcase the inner elegance of the cognac. The luxury display and execution of this contemporary design will appeal to travellers in Asia who are looking for an extra special, luxury gift.

Sandrine Tesniere, Pernod Ricard Asia Travel Retail marketing manager, comments: “We are really excited to be working with artists as iconic as Jean-Charles de Castelbajac and Jason Wu. These stylish and contemporary limited editions allow us to propose unique and vibrant product offers to travellers in Asia and stand out in stores at a key period of the year. We’re confident that this strong product offering will grab the attention of existing Martell drinkers and new buyers, who are either looking for something special for themselves or an exclusive and trendy gift.”

Martell VSOP Paris Style is available from selected airports in Thailand, Malaysia and Singapore, while Martell Noblige Dressed by Jason Wu is available from Hong Kong International Airport, Lo Wu Border and Shanghai Pudong International Airport.

15 December 2014 - Felicity Murray The Drinks Report, editor