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Maison Martell opening first travel retail boutique in Hainan, China

Maison Martell is set to open its first-ever travel boutique in China Duty Free Group's Haitang Bay Duty Free Shopping Centre.

Pernod Ricard Global Travel Retail said it will open the boutique - which is located in the heart of Hainan and is the first Pernod Ricard-owned store on the island - in an official event on 28 January.

The boutique will incorporate a range of cutting-edge technologies to enhance shoppers' experiences, including a state-of-the-art digital façade and the Martell Perfect Door, the brand's latest merchandising unit that utilises touchless technology.

It will offer the full Martell product portfolio, including The Epic Voyage bottling and the 2021 Martell Cordon Bleu Chinese New Year limited edition, a travel retail exclusive.

Mohit Lal, CEO of Pernod Ricard Global Travel Retail, said: "The opening of Maison Martell's new travel retail boutique represents a landmark occasion both for the house and for the channel.

"As we look towards a future of new beginnings driven by digital innovation, the store offers us the opportunity to reimagine Maison Martell's rich heritage by bringing our products to life through the power of technology, streamlining shopper experiences and allowing consumers to feel even more connected to the brand."

The opening event on 28 January will include a ribbon cutting, a toast and a digital Martell-inspired performance, with representatives from both China Duty Free Group and Pernod Richard Global Travel Retail expected to attend.  

Maison Martell is also inviting customers to attend the event virtually - three lifestyle influencers with long-standing connections to the brand will be hosting livestreams on their Yizhibo channels, as will China Duty Free Group.

Zhao Feng, president of China Duty Free Group, said: "We are very pleased to continue our long-standing partnership with Pernod Ricard and we look forward to significantly developing the spirits market on Hainan Island together.

"With the booming success of this duty-free destination, combined with thriving consumer demand for Maison Martell products, and CDFG's expertise and experience in the Chinese duty free market, we anticipate many exciting developments ahead."

26 January 2021 - Bethany Whymark