HONG KONG, CHINA. Pernod Ricard Global Travel Retail (GTR) is introducing Noblige Noir, a new travel retail-exclusive Cognac from Maison Martell. The expression will be available in selected duty-free locations starting in October.
In the Asia Pacific region, Noblige Noir will first arrive at Hong Kong International Airport in partnership with Duty Zero by cdf (a joint venture led by majority partner China Duty Free Group alongside Lagardère Travel Retail).
Noblige Noir’s travel retail launch will be supported by an omnichannel strategy, targeting the growing Asian consumer base for fine Cognac. It has been positioned to appeal for non-festive or informal gifting.
The packaging features a luxurious black-and-gold palette, while the Maison Martell logo is embossed on the bottle.
Martell Cellar Master Christophe Valtaud commented: “Noblige Noir is a more intense and audacious tasting experience than ever before.
“Crafted with charred wood, the nose delivers an explosion of intense toasted aromas, accompanied by dried fruit and a hint of liquorice. After swirling, notes of almond, hazelnut and raisin arise, complemented by opulent wood, leather, mocha and cappuccino.
“In the tasting, you’ll be surprised by notes of blackberry and blackcurrant, as well as dried fig, date and hazelnut and delighted by the long, luxurious finish, making Noblige Noir strikingly rich and complex.
“It is also dramatically dark – the darkest Martell Noblige blend ever created, with its bold character revealed through a deep, intense shade of amber.”
Pernod Ricard GTR Vice President Marketing Liya Zhang said: “Noblige Noir takes the renowned woody signature of Martell Noblige to new extremes.
“It creates that all-important excitement, point of difference and market appeal for both Cognac lovers across Asia Pacific and those just discovering the delights of prestige Cognac.
“It’s our ambition to expand the Noblige franchise and galvanise Martell as leader in the prestige category, and from there graduate our customers into experiencing the entire Martell range.”
China Duty Free Group Assistant President Michelle Sun said: “We are delighted to work with Pernod Ricard GTR to expand the extraordinary range from Maison Martell – a Cognac house with an impeccable reputation across Asia and beyond.
“We are excited to see how travellers respond to the new Noblige Noir travel retail-exclusive launch and activation, which aligns with our mission to delight and inspire travelling shoppers.”
Duty Zero by cdf General Manager Maisy Au added: “We continually strive to deliver a unique and exceptional portfolio to travellers, so we are delighted to offer this stunning new travel retail exclusive from Maison Martell and Pernod Ricard GTR.
“We believe the eye-catching design and strong campaign execution will encourage shoppers to discover more about the distinctive new edition.” ✈
