“Our aim is to reinforce Martell’s status as a luxury Cognac brand. Building that luxury image in travel retail is important, which is why we have chosen top-tier airports and other premium outlets, such as boutiques in China. These prestige locations help build Martell’s brand image and luxury credentials.”
That’s the view of Martell Global Brand Manager Jon Yau, speaking to The Moodie Davitt Report at the launch event in Cognac for the ultra-prestige L’Or de Jean Martell Réserve du Château Chanteloup.
As reported in our initial on location story, just 1,000 decanters are available globally, 50 of which will be sold through key travel retail hubs from January onwards at around US$7,200 each.
Locations for travel retail include Hainan Island, plus airports in Shanghai, Taiwan, Singapore, Hong Kong, Paris and more.
The new edition marks the start of a series that sees yearly releases and partnerships with prestigious French châteaux where the final ageing process takes place.
Guests enjoyed a sumptuous 22-course meal prepared by Michelin three-star chef Alexandre Mazzia – Martell’s culinary partner – at the Château Chanteloup on Tuesday night.
Elaborating on the strategy to elevate the offer, Yau added: “A key platform is to build our ultra-prestige business now and in coming years, with new products in the pipeline. This builds on what we have already with products such as Martell XXO, which also gain that ‘halo’ effect, as does the whole portfolio.”
The luxury strategy is especially relevant given Martell’s strong reliance on Asia Pacific and China in particular, which delivers over half of brand sales.
Yau said: “Martell’s brand is highly driven by the Chinese consumer and the travelling consumer. We have evaluated the key airports visited by the Chinese, within Asia of course in places such as Singapore, but also further afield places such as Dubai or Paris. There we get exposure to Chinese travellers and to High Net Worth Individuals.
“By region our focus is still around Asia. We see some good trends in markets outside Asia though volumes are small in these compared to Asia.”
The latest expression builds on the L’Or de Jean Martell prestige range, with a blend of over 700 eaux de vie, which is well established as the pinnacle of the brand.
L’Or de Jean Martell Réserve du Château Chanteloup builds on this base to take the liquid to a new level; it is made from more than 1,400 eaux-de-vie from the four finest terroirs in the Cognac region. As part of the ageing process, the liquid is also aged after blending in barrels of 300-year-old oak.
Yau said: “In luxury, scarcity and collectability are key and this new expression represents another level, making the overall franchise even more sought after.
“And we are still developing at the ultra-prestige end, with new collections coming to reinforce our place as a true luxury player in Cognac.”
For the brand more widely, especially in travel retail, the focus will continue to be on premium and prestige products, from Martell Cordon Bleu and above. “We are strong at these higher price points and high-quality references in travel retail,” noted Yau. “That remains the focus while at the recruitment end for the brand, this will lie in domestic markets.”
Travel retail will remain a critical channel for the brand, he added. “It’s an important image builder and well as a driver of business. Through travel retail Martell can showcase its luxury offer in top-tier, high-traffic environments.”
Maison Martell collaborated with Baccarat, one of France’s leading manufacturers of fine crystal to create the elegant decanter for the new expression. The sleek lines in the design aim to evoke a single, pure drop of Cognac. Baccarat will also be the partner for future chateau-inspired expressions. ✈
