February 10 2021  |  Spirits & Tobacco

PR GTR partners with Alipay & CDFG to explore digitalization

By Laura Shirk

Celebrating a new step in its joint digital exploration and Chinese New Year, Martell is the first international liquor brand to be included in Alipay’s annual Red Pocket lucky draw and reach more than one billion active users

Pernod Ricard Global Travel Retail (PR GTR) announces a first-ever three-way partnership between PR GTR, Alipay and China Duty Free Group (CDFG), the first project of which began in early January and will end in conjunction with Chinese New Year. The collaboration introduces new ways for Pernod Ricard-owned Martell to engage with Chinese consumers via innovative digital solutions on Alipay, the world’s leading digital payment platform, which has more than one billion active users.

The move marks Martell as the first international liquor brand to partner with Alipay and CDFG for the retailer’s 2021 Red Pocket lucky draw, offering consumers and users the opportunity to collect Martell coupons on Alipay, which can be redeemed when visiting select CDFG stores in Hainan, China’s number one destination for duty free shopping. This collaboration serves as a new step in shared efforts to extensively connect with consumers digitally and drive footfall through exclusive online and offline offers.

Pernod Ricard is offering 3,000 Martell digital coupons through Alipay, with each one containing a coupon for travelers to redeem against the full portfolio including the Martell Cordon Bleu Epic Voyage Limited Edition – a product created specifically for the Chinese New Year holiday. The coupons can be claimed in Sanya International Duty Free Shopping Complex and Haikou Meilan International Airport Duty Free Shop with actual products available to collect at airport stores.

“We are proud to be a part of CDFG’s unmissable new year campaign on Alipay, especially as this digital collaboration makes Martell the first international liquor brand to leverage Alipay digital solutions to better engage with Chinese consumers. We are continually looking to deliver innovative offerings as part of our relationship with CDFG, and by partnering with Alipay we’re able to offer exciting and engaging ways for travelers to discover and enjoy our range of Martell products in the spirit of Chinese New Year,” says Lisa McCann, Pernod Ricard Global Travel Retail Martell Brand Director.

REGION Asia

Brand News

January 20 2022

Puig TR Americas debuts Jean Paul…

Puig Travel Retail Americas has launched Jean Paul Gaultier ‘Scandal Pour Homme’ in the region with a boxing themed omnichannel…

January 18 2022

Henkell Freixenet acquires Bolney…

​As of January 14, Henkell Freixenet has acquired renowned English sparkling wine and wine cellar Bolney. English sparkling…

January 18 2022

Habanos SA revamps and relaunches…

Habanos, S.A. has revamped and relaunched its website. The design of this renewal has been created based on suggestions from…

January 18 2022

Glenfiddich presents CNY gift pack,…

Glenfiddich as announced its final special edition Chinese New Year gift pack packaging for Glenfiddich’s Gran Reserva 21…

January 14 2022

Philip Morris International launches…

Philip Morris International Inc. launched IQOS ILUMA PRIME last month in duty free at both…

January 12 2022

Mars ITR appoints Marcus Hudson…

​Mars Wrigley ITR has announced the appointment of Marcus Hudson as Sales Director as of January 17, 2022

January 12 2022

Shiseido Travel Retail celebrates…

Shiseido Travel Retail is presenting a range of limited editions in celebration of the Lunar New Year

January 11 2022

Rituals starts 2022 sustainably,…

Rituals Cosmetics has announced its certification as a B Corporation. This marks a significant step in the company’s stated…

January 11 2022

Habanos Festival XXIII canceled…

​Because of the current global reality in which the ability to travel freely in the world continues to be negatively affected…

Copyright 2022 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap