December 8 2020  |  Spirits & Tobacco

Maison Martell launches Gifting Collection to celebrate the season

By Laura Shirk

A leading brand of Pernod Ricard GTR, Maison Martell’s Gifting Collection features a pair of limited-edition bottles created by French artist, Pierre Marie, which revisit the legacy of the iconic house (and one of which is exclusive to the GTR channel)

Described as the perfect gifting choice of this year, Maison Martell is renewing its renowned Gifting Collection and introducing two limited-edition bottles created by French artist, Pierre Marie. The highly anticipated bottlings, available from mid-December, feature two beautiful package designs, one of which is exclusive to the GTR channel.

Taking an audacious approach, Pierre Marie’s creative vision mirrors that of the iconic Maison Martell founder, Jean Martell. Choosing to revisit the legacy of Maison Martell with freedom of expression and a bold, contemporary style, both designs by Marie are inspired by travel and the celebration of the founding voyage of Jean Martell from Jersey Island to Cognac. Renowned for his exquisitely detailed designs and contemporary visual codes, Pierre Marie reinterpreted house icon Martell Cordon Bleu.

“When I visited Maison Martell, I was fascinated to discover the archives and in particular the illustrated posters, which were used in advertising campaigns. They were the inspiration for the poetic, narrative style of my designs for Martell Cordon Bleu,” says Marie.

Titled “The Epic Voyage”, the first design is exclusive to GTR. Illustrating the journey of the vine and the oak cognac around the world with motifs of ships, trains and hot-air balloons, these elements are interspersed with red and gold clouds, a traditional Chinese symbol of good fortune.

Named “The Vine and the Oak”, the second design is an intricate tracery of leaves and shoots in rich shades of red and gold.

The Martell Cordon Bleu ribbon of excellence, the emblem of this legendary blend and an icon in the world of cognac and beyond, is interwoven through both of the designs – each offering a bespoke poem written by the artist himself.

“The new Martell Gifting Collection delivers limited edition bottlings that we know cognac lovers will adore. Pierre Marie’s style and vision perfectly reflect the heritage and values of the house. We are thrilled to be launching a GTR exclusive into the channel,” notes Lisa McCann, Global Brand Director, Martell, Malts & Modern Brands at Pernod Ricard GTR.


Organized by CDFG, in partnership with Pernod Ricard GTR, The Martell Cordon Bleu x Pierre GTR exclusive was introduced to TR & DF shoppers during the first-ever liquor livestream broadcast sale

On November 19, The Martell GTR exclusive was introduced to travel retail and duty free shoppers during the first-ever liquor livestream broadcast sale, organized by China Duty Free Group (CDFG) in partnership with Pernod Ricard Global Travel Retail (PR GTR). The livestream, which generated more than 3 million views and close to 9,000 positive live comments, offered audiences a preview of the upcoming Martell GTR exclusive and the opportunity to join the pre-order of many of the portfolio’s iconic blends.

"Extending our livestream sale platform to our liquor portfolio in partnership with Pernod Ricard Global Travel Retail offers many new and exciting sales opportunities, allowing us to respond to the open-minded attitudes we're seeing from our shoppers as they continue to embrace this new digital format. Launching with the Pernod Ricard portfolio created true enthusiasm and anticipation in the lead up to the event," comments Zhao Feng, Vice President of China Duty Free Group.

With a unique digital introduction, the Martell Cordon Bleu x Pierre Marie limited editions encourage cognac lovers everywhere to come together to celebrate generosity, creativity and audacity during the festive season and beyond.

The Martell Gifting Collection will be available in the channel from mid-December 2020 in all CDFG Hainan stores and from January 2021 in key airports such as Shenzhen airport, Hong Kong airport and Singapore airport and from mid-January 2021 in Macau airport. The bottle will retail at $240 USD for 1L 40% ABV bottlings. Retailers selling the liquids will include CDFG, SZDF, Kingpower, Anway, Lotte Duty Free and Lagardère.

Brand News

October 19 2021

Cigar report: Travel retail retains…

Exclusive innovation helps Davidoff attract gifting consumer

By Wendy Morley

October 19 2021

Shenzhen Duty Free hails Bacardi’s…

​Bacardi Global Travel Retail has opened The Whisky Emporium, its world-first permanent boutique, in the Shenzhen Duty Free…

By Laura Shirk

October 19 2021

shu uemura’s chic makeup box lands…

​shu uemura Travel Retail Asia Pacific has collaborated with Lagardère Travel Retail China to bring its makeup box pop-up…

By Wendy Morley

October 19 2021

Dr.Ci:Labo shifts to science-based…

​Dr.Ci:Labo, the leading derma-cosmetics brand in Japan, has pivoted to a “science that sells” content-for-commerce strategy…

By Wendy Morley

October 18 2021

Brown-Forman reinforces commitment…

​US liquor group Brown-Forman Corporation is joining RE100, a global environmental initiative,…

By Wendy Morley

October 18 2021

Lagardere Travel Retail unveils…

​Lagardere Travel Retail Pacific and Nestlé have announced a new addition to their exclusive partnership as the KitKat Chocolatory…

By Wendy Morley

October 18 2021

J.Cortès and Oliva brands unite…

​In a move that consolidates and clarifies both its machine-made and handmade cigar divisions, J.Cortès and Oliva Cigars…

By Wendy Morley

October 18 2021

Nederburg wines win major accolades…

​Winemaker Nederburg has scooped multiple medals at the 2021 International Wine & Spirit competition in London, winning three…

By Wendy Morley

October 14 2021

Appleton Estate relaunches travel…

​Appleton Estate Jamaica Rum has relaunched in travel retail with newly designed packaging, a reimagined bottle and label,…

By Laura Shirk

Copyright 2021 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap