CHINA. Pernod Ricard Global Travel Retail (GTR) has partnered with China Duty Free Group (CDFG) to open an experiential Maison Martell flagship boutique at cdf Sanya International Duty Free Shopping Complex in Haitang Bay.
The store officially opened on 23 October with a ribbon-cutting ceremony, accompanied by an appropriate Martell toast.
The 187sq m boutique blends digital innovation and luxurious interiors, underlining Maison Martell’s commitment to premium retailing. As reported, the expanded store builds on the success of the first Maison Martell flagship opened in the same location in 2021.
The boutique’s interior design, featuring deep blue and gold accents, creates an atmosphere that is luxurious and reflective of the brand’s legacy.
Designed to appeal to high-net-worth individuals (HNWI) and Cognac collectors, the store features an enhanced sensorial exploration zone, tasting bar, lounge, striking ‘Angel’s Share’ art installation and invitation-only VIP salon.
It is the first boutique to showcase Pernod Ricard GTR’s FY2025 experiential strategy. The strategy emphasises premium customer engagement through an array of immersive in-store experiences.
Skilled brand consultants are on hand to guide visitors through immersive tasting rituals, share the story behind the Martell brand and offer personalised tours to elevate the retail experience.
The full range of Martell products is available at the boutique. This includes Martell Noblige Noir — a travel retail-exclusive dark blend Cognac with a distinctive charred wood finish — set to launch in November.
In addition, customers purchasing from the prestige range will receive tailor-made charms to accompany their Martell bottles as an added touch of personalisation.
Collectors and connoisseurs can also enjoy access to Maison Martell’s rare and exceptional Cognac collections.
These include stand-out ranges such as L’Or de Jean Martell – Reserve du Château Chanteloup, L’Or Jean Martell – Zodiac Edition Assemblage du Dragon and Martell 70 Year Old Grande Champagne.
CDFG Assistant General Manager Michelle Sun (a speaker at The Trinity Forum 2024 to be held in Ho Chi Minh City on 5-6 November) said: “We are proud to unveil this flagship store at Haitang Bay, setting new standards in travel retail excellence for China Duty Free.
“We look forward to welcoming customers who are curious to discover the story of Maison Martell through sight, sound and taste; just a few minutes spent in this beautiful boutique will feel like they have been transported to the caves of Château Chanteloup.
“Our thanks to partners at Pernod Ricard Global Travel and Maison Martell for designing a wonderful space like no other.”
“This stunning boutique is completely befitting of Maison Martell, as the market leader in its category, continually striving to meet the needs of Chinese consumers through consistently imaginative new releases and retail excellence,” added Pernod Ricard GTR VP Global Marketing Liya Zhang.
“Visitors to Haitang Bay will be treated to the ultimate immersive experience, designed to attract and trade-up our younger consumers just discovering the pleasures of Martell as much as it is to delight our connoisseur customers.
“Over the long-term this store will deliver against our ambitions to build and enhance the brand image, capturing travellers’ hearts and minds.”
Pernod Ricard GTR General Manager APAC Antonio Duva added: “Beyond the commercial aspirations of this new flagship boutique, our vision is to ‘Soar Beyond the Expected’ and beautifully visualise the heritage of Martell Maison to enhance consumer education and strengthen their connection to the brand.
“The in-store sensory experience is the first implementation of its kind within China Duty Free, which we are sure will impress and delight travellers, whilst the bespoke VIP area and our personalisation service add even more value for Cognac lovers wishing to buy for themselves or for others.” 🏝️
