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Premium display units and glorifiers ensure maximum visibility for the new Martell Création Grand Extra |
FRANCE. Martell aims to drive the growing trend for super-premium spirits in travel retail with the introduction of Martell Création Grand Extra, described as a “prestigious rebirth” of Martell’s Extra Cognac.
The new product is aimed at top-end business travellers, Cognac connoisseurs and those with “an inspired and independent mind”.
Martell Création Grand Extra is currently available at DFS Singapore and will be launched in the following travel retail outlets in 2007:
January: China, Malaysia, Germany, Scandinavia, London Heathrow Airport and Vietnam.
February: Hong Kong and Paris Charles de Gaulle Airport.
The launch will be supported in-store by premium display units and glorifiers to ensure maximum visibility and stand out.
Martell Marketing Director Eric Benoist said: “We are confident that Création will meet the growing demands for luxury Cognac in travel retail, particularly in Asia which is a key market for us.”
A new take on Martell XO
Presented in an elegant blue and gold embossed case, Martell Création Grand Extra is said to offer a new take on the Martell XO’s arched bottle shape.
Designed with today’s lifestyles and tastes in mind, the bottle features a crafted silver neck and closure with a sculptured golden “M”.
The latest creation from Martell’s experienced Cellar Master Bruno Lemoine, Martell Création Grand Extra forms part of the Extra segment in the QSS “Superior Quality” category, which includes all Cognac styles above XO.
Martell’s product range for the travel retail sector comprises Martell VS, Martell VSOP Medallion, Martell Noblige, Martell Cordon Bleu, Martell XO and Martell Création Grand Extra.
Martell is one of the travel retail sector’s best-selling Cognacs globally with sales of 1.3 million nine-litre cases worldwide, up +11% year-on-year.
MORE STORIES ON MARTELL COGNAC
Martell and Habanos cigars pair up to launch top-end Cohiba Cognac – 25/04/06
Martell highlights new XO in travel retail campaign – 04/01/06
