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Martell doubles up in duty-free with luxury whiskies to treat travellers

Martell doubles up in duty-free with luxury whiskies to treat travellers

To mark the Lunar New Year, travellers in global travel retail can purchase Martell Cordon Bleu to receive an auspicious offer on Royal Salute or The Glenlivet.

In celebration of Chinese New Year, Pernod Ricard Global Travel Retail (PRGTR) has launched a cross-category activation, enabling cognac aficionados the chance to get their hands on a high value Scotch / Malt, when purchasing the limited edition Martell Corden Bleu.

This festive themed product promotion drives the idea that a ‘fortune shared is fortune doubled’ – by providing a perfect pairing of the most prestige and popular cognac, Martell Cordon Bleu, with either the Royal Salute 21 Year Old or The Glenlivet. The pairings, available from select airport retailers, is inspired by the auspicious meaning of ‘double’ in Chinese.

Throughout January and February 2020, Martell will be activating central out of home spots in key international airports. This will be supported by strong digital pre-trip communications designed to educate consumers about the product and duo bottle offer.

A dazzling New Year gift, the Martell Corden Bleu Limited Edition was designed by artist Mathias Kiss. The vibrant bottle is unmissable, marrying the classic cobalt blue with rich gold, in an antique French marble motif. The Martell limited-edition encompasses an explosion of deliciously fruited spiced notes, exuding aromatic richness.

Spoiled for choice, travellers can either pair this gift with the Royal Salute 21 YO or the Glenlivet Rare Cask. The Royal Salute 21 YO is inspired by the Royal Menagerie housed in the Tower of London, which is brought to life by an artistic illustration from award-winning fine artist, Kristjana Williams. This one litre pack, fit for a royal, has the powerful aroma of sweet pears and citrus fruits balanced with the full fragrance of summer flowers.

The Glenlivet Rare Cask, on the other hand, is the most exceptional triple cask expression in the portfolio, featuring a high proportion of hand selected First Full Ex-Sherry casks. This impressive one litre bottling features warm, fruity, orange marmalade flavours and subtle notes of vanilla and liquorice.

Deepa MD, Global Brand Director for Cognac and Champagne at Pernod Ricard Global Travel Retail says ‘We are absolutely thrilled to announce this festive activation. At Martell, we know cognac buyers like to indulge in cross-category purchases, so this, combined with the importance of pairs in Chinese New Year celebrations, means it’s the perfect occasion to present this type of campaign. Insights from the group’s Global PR shopper segmentation & Cognac Shopper Mission Study have proven to back this concept, showing that one in four people buy cognac in GTR and, of these people, they also buy brandy, vodka, blended scotch, single malt whisky and rum categories. This type of offering is a first for PRGTR, which is aiming to leverage the largest gifting season period by engaging travellers with this unique, and thoughtful gifting opportunity.’

The RRSP of Martell Corden Bleu Limited Edition is 240 USD ($) and the product is available now in global travel retail outlets.

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