Pernod Ricard Global Travel Retail has launched a limited-edition Martell Cordon Bleu bottle to celebrate Chinese New Year.
The bottle, inspired by the Chinese tradition of the wishing tree, is being promoted with a series of pop-up tasting bars in select airports globally until the end of February.
The special edition features the work of paper-cut artist Sabrina Transiskus, who created a sleeve with cut outs, embossed red envelopes and gold vine leaves. The box houses a bottle of Martell Cordon Bleu coated entirely in Martell’s signature blue, with a pattern that echoes the gift box design.
Martell has also created a red coloured VSOP limited edition, featuring Transiskus’s design, to mark Chinese New Year.
Travellers can personalise the limited-edition Cordon Bleu bottle during the festive period via a QR code which allows them to record a personal video message. This can be shared with family and friends and on social media with the hash tag #MartellWish.
Pernod Ricard Global Travel Retail is bringing the design of the limited edition to life through impactful and vibrant red displays that feature Chinese pattern and paper-cut decorations. Travellers are also able to participate in interactive experiences such as tastings or playing a digital game where participants choose a red envelope on a screen to win an instant prize.
Pernod Ricard Global Travel Retail Martell Brand Director Deepa MD said: “Martell has a mission to go beyond appearances and stimulate unsuspecting ideas. The festive limited edition is a great example of taking a new and contemporary approach to tradition and offering travellers through in-airport experiences an elegant way to discover or rediscover Martell Cordon Bleu, a truly legendary Cognac prized by the most discerning connoisseurs.”
