Martell targets Asian TR for Millésimes debut

Cognac house Martell has announced it will unveil the first expression of its Millésimes Collection in Asian duty free on November 23.

The Millésime 1968 will debut at ‘Martell Experience Boutiques’ at Hong Kong and Kuala Lumpur international Airports.

The expression is a “rare”, single eau-de-vie from the Grande Champagne growth area.

According to the Pernod Ricard-owned cognac brand, duty free shoppers at the airports will be greeted by a “fine grain oak display” showcasing a “master blender’s notebook” and an explanatory video featuring Martell’s cellar master, Benoit Fil.

John O’Sullivan, Pernod Ricard Asia Duty Free marketing director, said: “In response to the growing number of passengers travelling through international Asian airports we are dedicated to providing travel retail exclusives through product innovation and premiumisation.

“The Millésimes Collection allows us to differentiate Martell within a competitive category and the Martell Experience Boutiques provide us with the perfect platform to do this.”

Anne Claire Rodary, global marketing and communications director for Martell, said: “We feel that the Millésimes Collection will increase the luxury appeal and awareness of the Martell offering to consumers passing through key Asian airports. 

“Based on demand for exclusive gifting opportunities, we expect this expression and subsequent collection, to be extremely successful.”