Pernod Ricard Global Travel Retail has honoured the 40th anniversary of duty free in China with the release of a special edition of Martell Cordon Bleu across ten key China Duty Free Group (CDFG) locations.
The Martell Legacy Release Limited Edition has been released in CDFG stores at Beijing, Shanghai, Ürümqi, Shenyang, Hangzhou, Shenzhen, Guangzhou, Changsha, Kunming and Xiamen airports, priced at US$275.
The exclusive bottling has paired Martell Cordon Bleu, the Cognac brand’s signature expression, with a 40-year-old blend of eaux-de-vie sourced from the Borderies.
The Borderies, the smallest of the Cognac commune’s crus (growth areas), is the traditional heart of Cordon Bleu.
Pernod Ricard Global Travel Retail said that Cognac connoisseurs will appreciate the rich characteristics of the bottling, which will develop notes of candied fruit and soft spices as it ages.
“The stunning Martell Legacy Release Limited Edition is a fitting way to mark this significant milestone for China Duty Free Group,” said CDFG President Charles Chen.
“As China’s duty free industry enters its 40th year of operations, we can reflect on the partnerships and relationships that have helped to cement our position as one of the world’s leading travel retailers, and Maison Martell has always supported us on this journey.
“We look forward to the next chapter in this special relationship, working together to bring travellers from across the globe the most premium and prestigious Cognacs available.”
The release has been accompanied by targeted digital communications, bespoke branding and displays in airports.
An activation that allows customers to explore the craftsmanship of Martell has also been introduced. Here, customers have the chance to win a visit to Château Chanteloup, the spiritual home of the Martell family since 1838.
Pernod Ricard Global Travel Retail Brand Director for Cognac & Champagne Deepa Doreswamy commented: “The travel retail channel allows us to connect with thousands of travellers every day and so it is imperative that our products are innovative and culturally meaningful in order to capture their attention.
“Our close relationships with retail partners enable a truly collaborative approach to achieving this and henceforth we are always looking to ways to highlight these valued partnerships, in this instance by commemorating this momentous anniversary for China Duty Free Group.”
*Note: Look out for a special edition of The Moodie Davitt Spotlight Series eZine, dedicated to Daxing International Airport and including a focus on CDFG, out next week. The Moodie Davitt Report is honouring the 40th anniversary of duty free in China with a range of special projects this year.
